Almaverde Bio, an Italian organic brand, launched the "Elodì" strawberry grown exclusively in Romagna. This strawberry is the result of research by the Newplant Group, together with CREA of Forlì. It is aimed at creating a product that is not only tasty and fragrant but also suitable for organic production. "Elodì" under the Almaverde Bio brand is marketed by Canova, the Apofruit Group company specializing in fresh organic fruit and vegetables.
A growing market
The organic and conventional strawberry market is progressively and constantly growing throughout Europe. Recent prospective analyses reported in the Strawberry Global Market Overview 2024-2027 indicate growth in the strawberry market, driven mainly by Germany and Italy, equal to +3.38% per year. Among the determining elements for the growth in appeal of strawberries for European consumers are sustainability and organic.
The push to purchase healthy and sustainable products is one of the most important purchase drivers, especially for the target consumers, who are increasingly sensitive to these important issues for the future of the planet. Recent data from CSO Italy on strawberry consumption in Italy highlights, that younger purchasing managers (under 34) are crucial for the growth of the entire strawberry category. During 2023, almost 6,000 tons of strawberries were purchased by managers under the age of 34 (+15% even if the penetration is more limited among the different age groups, stopping at 59%. Those who are among 35 and 44-year-olds account for 14% of purchasing volumes and penetration is 66%, followed by the 45-54-year-old range with 22% of quantities with penetration at 67%).
The "Elodì" strawberry fits fully into this development context, standing out for its organoleptic qualities. The variety was selected for its intense aroma and the right balance between sweetness and acidity, characteristics particularly appreciated by consumers. Strawberries are generously sized, with a consistency that maintains integrity and freshness even after harvesting, making them ideal both for fresh consumption and for the preparation of desserts and preserves. The exclusive production in Romagna gives the product a territorial identity, enhancing a territory and farmers historically specialized in strawberry growing.
Sustainability and environmental impact
Cultivated following the rigorous standards of "Elodì" certified organic production, Almaverde Bio not only responds to the growing demand for sustainable products but actively contributes to protecting the environment. Cultivation practices employ methods that promote biodiversity and reduce the use of natural resources, such as water and soil, ensuring a reduced impact on the local ecosystem.
This strengthens the contents of the European It's Bio project thanks to which information on the values of European organic products is disseminated in Italy, Belgium, and Greece.
Availability and distribution
The "Elodì" strawberry is available in the Almaverde Bio Islands, the spaces dedicated to organic managed independently by Canova within the fruit and vegetable departments of the large-scale retail trade.
For more information:
Almaverde Bio
www.itsbio.it