The challenge of the ‘Ciliegia delle Colline Veronesi’: PGI certification and international market

A year after the introduction of the territorial brand, the Colline Veronesi (Verona, IT) Cherry ready to be sold with its new look. Despite the challenges posed by bad weather, industry operators are confident that consumers will recognize the quality of the product, helped by the attractive packaging.

The immediate future of the red pearl of Verona is the main topic of the Coldiretti Verona Working Group, established to ensure the continuity of the cherry-growing tradition in our province. This group consists of representatives from production markets, cooperatives, and agricultural producers, along with two private traders.

They met yesterday morning at the Covered Market of Campagna Amica, located in Galleria Filippini in Via Macello 5 in Verona, to assess the situation and discuss the progress towards obtaining IGP (Protected Geographical Indication) status. Representing the Veneto Region, which oversees the process, were Alberto Bozza from the third agriculture commission and councilor Stefano Valdegamberi.

Giorgio Girardi, head of the fruit and vegetable sector of Coldiretti Verona and coordinator of the working group, presented the sector data: "Verona represents almost 80% of cherry production in Veneto and needs a certification process."

He continued: "The area in question includes the 54 municipalities of the Veronese hill arc, where in 2023, 1,286 hectares were invested in cherry orchards, an 8.14% decrease compared to 2022. According to estimates from the Coldiretti Verona economic studies center, there is also a 9.21% decrease in agricultural companies dedicated to the sector, with 2,216 company files dedicated to cherry orchards in 2023."

Andrea Braga, director of the Montecchia di Crosara Cherry Market, emphasized that "for four years we have been committed to the process of obtaining IGP certification. After some changes to the production guidelines, we achieved excellence through varietal and productive choices better suited to our area.

Now we are eagerly awaiting the region's approval to launch the branded product and optimally position ourselves in the markets." He added, "The shared commitment of the commercial and productive supply chain was crucial to identify common aspects to improve the local product and encourage production in the area, maximizing efforts to increase both the quality and quantity of the product."

Alessio Costa, representing LC Fruit, the distributing company of the Cherry of the Veronese Hills, stated, "In this process, we have been aided by having a common goal: to promote the product so that it is recognized by the widest possible audience. We are talking about a territory with a historic cherry-growing tradition."

"We have established common standards to achieve a recognizable standard for consumers, who will not only identify the product visually but will also be satisfied with its quality."

Stefano Faedo, president of the Veneto Fruit and Vegetable Association, spoke about the sector's situation, emphasizing "the importance of correctly communicating the territoriality of our productions. This is one of the most important goals of our association."

He explained, "Our goal was to give a distinctive identity to a product destined to stand out from the others, continuing a path started with the Apple of Verona. It is crucial to help consumers recognize our agricultural products by associating them with their place of origin, leading them to make informed choices at the time of purchase."

Over the past twenty years, production has fluctuated mainly due to various climatic conditions. On the market, the greater value of Veronese cherries comes from the sale of fresh products (18,751,065 euros in 2022, equal to 98% of the total production value), while the product destined for industry represents just over 1.5% of production.

Read the full article: Corriere Ortofrutticolo
Image: Ciliegia delle colline veronesi

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