MelaPiù Consortium: Fuji's commercial season gets underway with a production of 18.000 tonnes

The MelaPiù Consortium is preparing to launch the new commercial season of MelaPiù Fuji, the lowland apple grown exclusively in Emilia-Romagna that has been enhancing the area's apple-growing heritage for over thirty years.

The launch of the new season, which includes approximately 18.000 tonnes of produce from 500 hectares cultivated in the region, was presented at Casa Artusi in Forlimpopoli, a symbolic venue for Emilia-Romagna's gastronomic culture, during a morning dedicated to the theme “MelaPiù, from field to table”. It was an opportunity to describe the apple's journey from production to commercial development, bringing agriculture, gastronomic culture and culinary tradition into dialogue. During the meeting, journalists and stakeholders were also involved in a practical cooking experience, experimenting with pairings and interpretations of the Fuji apple in the preparation of a traditional regional dish.

Thirty years of history

Born from the vision of a group of companies that, over thirty years ago, believed in the potential of the Fuji variety, the MelaPiù Consortium has over time built a brand recognised nationwide, investing in communication, product development and the search for improved varieties.

This journey has helped consolidate the value of the lowland Fuji, drawing on the producers' wealth of expertise and the characteristics of the Emilia-Romagna area.

“MelaPiù was created with the aim of enhancing an apple that was then a novelty and is now appreciated by Italian consumers. Over these thirty years, we have invested in building a recognisable identity and creating value from our producers' work, keeping fruit quality and research at the heart of everything,” says Matteo Mazzoni, president of the MelaPiù Consortium. “Today, we represent an organisation involving approximately 500 hectares of cultivation in Emilia-Romagna, with an expected production of 18.000 tonnes. This result demonstrates the value of a supply chain that continues to believe in lowland apple growing, despite the growing difficulties associated with extreme weather events, rising costs and an increasingly complex production context.”

MelaPiù's distinctive quality arises from the combination of agronomic experience, knowledge of the variety and the characteristics of the cultivation soils, which are rich in organic matter. Together, these factors help express the organoleptic characteristics of the Fuji, particularly its sweetness and aromatic intensity, key elements in the brand's premium positioning.

The commercial campaign

The commercial campaign, launched in the first few days of October, will accompany the product on the market until July 2027, with availability in line with expectations. The apples will be destined both for fresh consumption and for processing into branded products, thanks to the partnership with Natura Nuova, broadening the opportunities to enhance the product throughout the supply chain.

“The harvest is under way and the initial indications confirm good quality prospects. The hot, dry summer has not compromised the overall quality or the expected size, although the fruit's colour is still developing,” Matteo Mazzoni continues. “We will support sales with a promotion and communication plan aimed at the traditional channel, together with a narrative focused on strengthening the link between origin, quality and consumption opportunities.”

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.