Fruttagel bets on private-label growth and expansion into foreign markets

From the agricultural supply chain to industrial processing, with a model strongly focused on private-label products. This is the growth path of Fruttagel, a cooperative company established in 1994 and specialising in the processing of fresh fruit and vegetables, cereals and pulses for retail, food service, door-to-door sales and the food industry.

A model that today involves 13 agricultural cooperatives, mainly in Emilia-Romagna and Molise, which in turn bring together hundreds of producers. We spoke with Laura Baicu, Fruttagel's marketing manager, about the company's strategies and future projects. The company has 803 employees across its two plants in Alfonsine (Ra) and Larino (Cb).

How have the first few months of the year gone?

In the first few months of 2026, Fruttagel experienced a slight downturn, in a market characterised by more selective consumption and pressure on volumes. Between August 2025 and August 2026, the company's performance saw a slight decline in terms of volume (-8%) and value (-3%) across all business categories, while frozen vegetables, which account for 47% of turnover, recorded a reduction of 4% in volume and 3% in value. Juices, nectars, fruit drinks and plant-based drinks, accounting for 37% of turnover, recorded a decline of 10% in volume and 7% in value. The processed tomato segment, which accounts for 14% of turnover, was more stable: here, volumes fell by 3%, while value grew by 1%.

Which categories do you operate in?

The company operates in four categories: frozen vegetables, juices and fruit drinks, plant-based drinks and processed tomato products. Its presence in modern grocery retail extends to supermarkets, hypermarkets, superstores, discounters and retailers' e-commerce operations, with varying levels of importance depending on the categories and commercial agreements. We are among the leading players in the frozen vegetable market nationwide, a segment in which production for private labels represents a predominant share of the business.

How important is private label to you?

The central channel for Fruttagel remains large-scale retail, where over the years we have built strong specialisation in private-label production. 80% of our turnover comes from PL, making collaboration with retail banners the main driver of commercial development.

What is the main growth strategy?

We do not intend to change our model, but to consolidate it. Since this business share is already very substantial, we intend to remain strong in this position and maintain a high-quality relationship based on trust with retail banners nationwide over the medium to long term. The objective is to link price competitiveness and production capacity with the enhancement of the Italian supply chain and continuity of supply.

How are foreign markets performing?

The contribution from abroad is more limited. Exports account for 4% of turnover and are concentrated mainly in Northern Europe, particularly Sweden and Finland, where almost all exports concern processed tomato products. The next area for development is Eastern Europe, where the pursuit of quality in products made in Italy is becoming an essential requirement for standing out from the competition.

How are you innovating your offering?

Alongside growth in the markets, the company is working on innovation in its offering. Between 2025 and 2026, Fruttagel expanded the Sucor branded portfolio with Fantasia Ricca, a mix of naturally grilled vegetables in a retail format of 450 grams. The product is aimed at meeting demand for greater naturalness, Italian origin and traceability, as well as growing interest in a diet with a higher proportion of vegetables. Under the Il Giardino dei Sapori brand, new Zero Added Sugars products have instead been introduced. The next development concerns plant-based drinks. In fact, we plan to extend the range of “barista” plant-based drinks, targeting a market in which consumption is gradually shifting beyond the home as well.

And what are you doing in terms of sustainability?

Our development is intertwined with the issue of sustainability, starting with packaging. Fruttagel eliminated its PET production line years ago and is introducing materials with a lower environmental impact. Compostable bags made from plant-based materials are used for frozen vegetables, while fruit-based drinks are packaged mainly in paper and glass cartons. Tomatoes, on the other hand, are packed in paper- and glass-based Tetra Recart packaging.

What will the challenges be over the coming months?

Over the coming months, our main task will be to respond to increasingly fragmented demand, and the greatest challenge will be anticipating the needs of consumers, whose preferences are constantly evolving and changing. More dynamic lifestyles, new consumption occasions and greater attention to product characteristics are changing purchasing choices and requiring companies to continually update their offering.

How are you moving forward with technology and digitalisation?

Fruttagel plans to continue investing through its industrial plans and annual budgets, focusing on automation and control of production processes, data integration, supply-chain traceability, management systems, analysis of commercial performance, research and development, and training. Artificial intelligence is also considered part of this process, as a tool to strengthen analytical capabilities and support decision-making processes.

What will be the next steps in your development?

For Fruttagel, therefore, the next phase will depend less on growth in size and more on consolidating its model: private label, the Italian agricultural supply chain, product innovation and technological investment are the levers on which the cooperative intends to build its competitiveness in a market that, even in 2026, continues to demand efficiency without sacrificing quality.

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.