Vignola IGP cherries: steady production, but no discounts as high prices reshape the market

In Vignola, the cherry season is in full swing with stable production prospects, but the European scenario tells a different story: product shortages and rising prices.

This is the picture outlined by Valter Monari, director of the Vignola PGI Cherry Consortium, who urges caution, especially regarding supermarket promotions. 

A "normal" season for Vignola

"Our production is at regular levels: no peaks, no crises," says Monari.

"If the weather remains favorable, harvesting will reach its peak within about ten days."

But while Emilia-Romagna proceeds cautiously, other key European cherry-growing regions are reporting significant difficulties.

"In Puglia – he explains – yields are down, and Turkey and Spain, according to market reports, are also suffering the consequences of unstable weather." The result? Reduced availability and a spike in prices.

"Prices are set by the market, not by the Consortium," Monari clarifies.

Promotions on hold

Some large-scale retail chains had planned promotional campaigns for cherries, but the Consortium is stepping back.

"In a context of scarcity and rising prices, lowering prices would be inappropriate," Monari emphasizes. “We cannot support initiatives that run counter to the current market reality.”

A mark of quality

The Vignola PGI Consortium is focusing entirely on its reputation and consistent positioning.

"Our PGI label is present on over 70% of production," the director recalls. "We offer high quality standards and significant volumes."

There are not many consortia in Italy, for any type of fruit and vegetable, that can guarantee such supply continuity and the same level of reliability."

A virtuous model that, even in a complex market phase, continues to set the standard in the national fruit and vegetable sector.

Source: freshplaza.it

Image source: Consorzio ciliegia IGP Vignola

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