"Five or six years ago, our exporting activity was set back as the market preferred tomatoes coming from Morocco, Tunisia and other countries. A few years ago, Europe has started being interested in the Sicilian product once again, maybe because of the fact that other products do not taste the same," explains Joe Fortunato, executive manager of the Fortunato company.
Joe and Sebastiano Fortunato at Fruit Logistica 2013.
The company is exporting mainly cherry, bunch and salad tomatoes on the European market. "We have commercial space throughout the year in our countries of destination, especially during winter. As soon as the French or the Dutch produce is on the market, buyers shift their preference, mainly because of the price. We cannot compete from this point of view, and we work between November and March. Those buying Pachino tomatoes are looking for quality products and spend a little more in order to have better taste."
Talking about average prices, Joe said that "it's approximately €2 for cherry tomatoes, as sales didn't go too well. Bunch tomatoes are around €1.20 whereas for salad tomatoes its a matter of quality, and thus there were peaks of €3."
With reference to the economic crisis, Joe talks about a 30-35% drop in sales. "Luckily demand from abroad helped compensate this gap."
As regards the packaging of the product for the foreign market, the company uses mainly 10x500g cardboard (10 500g trays). Alternatively there is the 12x400g type.
At a non-European countries level, Fortunato has received requests from Russia, which is starting to get interested in Sicilian produce. "They have been working with Morocco and the Netherlands, however they were not satisfied with the product and they now want to try the Sicilian one."
There are a lot of aspects involved with exportation. "Sicilian structures who want to supply German mass retailing still have to have production certifications (GlobalGAP). What is more, they also have to comply with strict regulations on the maximum level of residue on products."
Future expectations
Joe explains "it is pretty hard at a national level, as mass retailing confronts us with all of the others. As regards the foreign market, the countries are more concentrated on quality and taste with respect to 5-6 years ago. This is why I can see exporting opportunities. We aim at improving our work with Germany, Austria and Denmark, and we already have steady relations with France."
"In the future, our company will focus on quality. We are not interested in mass products, as we don't think it would take us anywhere. I see our company as mostly directed towards the foreign market."
For more information:
Joe fortunato
Fortunato SRL
Tel.: (+39) 0931 591723
Email: [email protected]
Web: www.fortunato-srl.it
