Fragola Matera closes the season 2026 up 9,5 with million baskets distributed

The 2026 season of Fragola Matera, a flagship product of Basilicata recognised with PGI status, has ended with 9,5 million baskets distributed on the Italian market, up on last year (8 million).

A challenging season

Produced and marketed by Nicofruit, the brand ofthe Frutthera Growers Producers’ Organisation, Fragola Matera confirms its premium positioning thanks to a model that combines quality, innovation and the promotion of the Basilicata region. The season was characterised by inconsistent weather conditions, with harvesting beginning as early as February, a production peak in April and a slowdown in May. This situation required great care and attention in managing production to avoid compromising the quality of Fragola Matera.

“Despite the season being less consistent than in previous years, our results are decidedly positive. With 9,5 million baskets distributed, we exceeded the already excellent volumes achieved last year while continuing to improve the quality of our product. These results confirm the strength of our production model and the ability of the entire supply chain to adapt to different conditions. For next year, we have important strategic decisions and investments planned to further raise our quality standards and meet the expectations of increasingly attentive and demanding consumers”, comments Francesco Nicodemo, president of the Frutthera Growers Producers’ Organisation.

An innovative supply chain

These results are underpinned by a supply chain focused on innovation, with investments in sustainable and efficient techniques combined with new eco-friendly packaging featuring eye-catching graphics, created by Brand-Cross which also handled the entire digital campaign for Nicofruit and Fragola Matera, the DOOH campaign scheduled in April in Bari and Milan, and the sponsorship of Palazzo Bovara during Milan Design Week.

For the 2027season, Frutthera Growers confirms its intention to further strengthen the premium positioning of the Fragola Matera brand by expanding its greenhouses with soilless cultivation and increasing investment in research and development.

Next step: Kiwy Matera

Frutthera Growers is now preparing for the start of the season dedicated to Kiwy Matera, with Top Gold yellow kiwi arriving on the market in autumn. The dedicated e-commerce platform will once again be active for this product, while communications and events will continue, as will the sponsorship of Prosecco DOC Imoco Volley Conegliano, the women’s volleyball team that are Italian, European and world club champions.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.