TALKING ABOUT FRUIT AND VEGETABLES
12 March 2024
On 29 November, Simonato took part in the convention titled “Speciale Frutta & Verdura 2023: Raccontare l’ortofrutta” [2023 Fruit and Vegetable Special: talking and fruit and vegetables]. Organised by the Italia Fruit News publication, the event offered over 500 invited guests the opportunity to consider the relationship between the fruit and vegetable industry and the communications world, characterised by significant underdevelopment in terms of communications approaches and tools.
That said, the knowledge that the sector is already well on its way down a path (towards organic and sustainable practices) that others are only now beginning to explore is a source of optimism and enthusiasm. There is, therefore, a need to change the type of communications approach adopted, getting closer to the public, and conveying all aspects of the product.
Of particular interest was the contribution by Oscar Farinetti – entrepreneur, writer, and founder of the Eataly chain – who emphasised that packaging is the future in terms of a potential communications tool for the fruit and vegetable sector. On a related note, he recommended focusing on the health benefits of products, particularly in the case of organic produce, to attract more attention from the target market. In conclusion, Farinetti commented on the direction that the fruit and vegetable market should take:
“it should strive to view the future through the lens of pleasure and beauty, with food regarded as a sublime obsession.”
Simonato returned from this event enriched and with a renewed desire to continue to be guided by these considerations, which have already informed its practices for a number of years.
That said, the knowledge that the sector is already well on its way down a path (towards organic and sustainable practices) that others are only now beginning to explore is a source of optimism and enthusiasm. There is, therefore, a need to change the type of communications approach adopted, getting closer to the public, and conveying all aspects of the product.
Of particular interest was the contribution by Oscar Farinetti – entrepreneur, writer, and founder of the Eataly chain – who emphasised that packaging is the future in terms of a potential communications tool for the fruit and vegetable sector. On a related note, he recommended focusing on the health benefits of products, particularly in the case of organic produce, to attract more attention from the target market. In conclusion, Farinetti commented on the direction that the fruit and vegetable market should take:
“it should strive to view the future through the lens of pleasure and beauty, with food regarded as a sublime obsession.”
Simonato returned from this event enriched and with a renewed desire to continue to be guided by these considerations, which have already informed its practices for a number of years.
