Amidst new climatic challenges and an increasingly quality- and sustainability-focused market, the fruit and vegetable sector is in a constant state of change. Grappolo Rosso, an Apulian farm founded in 2017, is a testament to this evolution. Led by the young entrepreneur Asia Grilli, the farm continues the family's four-generation legacy of fruit and vegetable production and distribution.
Although the family originated in Romagna, the decision to settle in Apulia was driven by the region's proximity to the farm's primary crop: table grapes. The initial investment focused on a modest seven-hectare plot, which has steadily grown season after season. Today, the farm spans nearly 100 hectares and includes a 1,000-square-meter processing facility. Plans are underway to expand this to 3,000 square meters, with 1,600 square meters dedicated to cold storage. Construction is already in progress and is expected to be completed by 2026.
Grilli is a Professional Agricultural Entrepreneur (PAE) who earned a law degree and wrote a thesis on agricultural law with a focus on table grapes. Inspired by her father's work on the family farm, she pursued a career in this field from a young age. Her family encouraged her passion.
Table grapes are the main reference
"Over the years, we have acquired a total of 70 hectares of land to cultivate table grapes, focusing on seedless varieties. The varieties currently in production are: Allison, Kelly, Sugar Crisp, Timpson, Timco, Autumn Pearl, Late Pearl, Vittoria, Palieri, Black Pearl, Italia, and Red Globe," Grilli says. The company is investing in new varieties, especially a few types that perform well in their selected areas.
We are PGI-certified and affiliated with the SNFL club, which unites growers of new, patented grape varieties. One cultivar we have focused on is the Kelly variety, which is very late-ripening, seedless, and has good sugar content and a neutral/moscato flavor. Its moderate sugar content gives it good resistance to spot problems caused by fog or low temperatures in late periods. The tardiness of this variety allows us to offer consumers a sweet, freshly harvested product in autumn and winter, avoiding providing a product that has been in storage for months. "The balance between sweetness and bunch resistance is therefore crucial," Grilli explains.
In addition to grapes, the company is expanding its selection to include a wider variety of fruits for different seasons. We have invested in apricots, peaches, nectarines, and cherries. Our plan is to expand to include clementines and oranges, extending our seasonality to 12 months. We believe in nectarines and flat peaches, which are not very popular yet, but we expect them to grow in popularity because of their ease of consumption."
However, there are plenty of challenges. Drought remains one of the main obstacles in Apulia, so Grappolo Rosso has chosen to prioritize quality over quantity. Less-loaded plants produce better, sweeter, and larger fruit.
The Italian market is a key area of focus for strategic growth
Currently, Italy accounts for about 40 percent of the company's revenue, but the company's goal is to increase this figure to 60 percent in the future. The Italian market, particularly the large-scale retail sector, poses significant challenges for newcomers.
Experience in foreign markets has been crucial in establishing a presence and building confidence. The company has a strong presence in the Netherlands, Hungary, Croatia, Slovenia, and Switzerland, and it collaborates with several chains.
Mielosà
To improve their product's quality, Grappolo Rosso created the Mielosà brand. The name evokes honey and highlights the fruit's sweetness and caliber.
The Mielosà product is packaged in sustainable cardboard containers weighing under one kilogram to meet the needs of smaller families and increase accessibility. Market trends, as discussed at trade fairs and conferences, indicate a shift towards smaller packaging and stronger branding.
The current fruit and vegetable season has presented challenges
"The cherry campaign was difficult at first due to frost and quality issues. There were few quantities available. Damage has also been recorded for stone fruits, with an expected 40 percent fewer apricots and 20 percent fewer peaches and nectarines," says Grilli. Additionally, at the beginning of the season, there were sizing issues, with produce significantly smaller than average. Despite the lower yield, Italian produce is still highly regarded in European markets for its superior quality.
Grilli believes that courage and curiosity are essential for navigating the world of agriculture, especially for young people. Her advice for those looking to enter the field is to "gather information, ask questions, and get involved." She also believes that large distribution chains play a fundamental role: "They must be able to recognize and value emerging, quality-focused enterprises."
Grappolo Rosso is an agricultural company with deep roots and a vision for the future. The company faces market and climate challenges with passion and by innovating varieties and packaging while maintaining a strong focus on quality. Grappolo Rosso aims to strengthen its presence in the Italian market. It has an active presence at prominent trade fairs, including Macfrut in Rimini, Fruit Attraction in Madrid, and Fruit Logistica in Berlin. These events are crucial for enhancing visibility and staying abreast of industry trends.
For more information:
Asia Grilli
+39 348 3893746
Az. Agr. Grappolo Rosso Soc. Agr. a R. L.
Via Contrada Scarciulli, 16
70017 Putignano (BA) - Italy
[email protected]
www.grappolorosso.com