Sicilian Red Orange PGI, growing market value driven (also) by the e-commerce phenomenon

The IGP Sicilian blood orange, one of the symbols of Sicilian agriculture, files a campaign with a substantially stable production but a growing product value also driven by the new phenomenon of e-commerce, increasingly effective in building consumer loyalty. More than 26 million kilograms of Sicilian IGP blood orange will be on the market with the 2024-2025 harvest, including 3.1 million kilograms of organic product). A number that equals that of the previous year, but which in proportion is very positive considering that the raw material was seriously challenged by climatic events (strong winds, drought, floods). In the meantime, the market value is also growing, confirming that the PGI mark represents a strength in relation to distribution.

"What struck the producers positively was the fact that for fresh produce we managed to maintain the previous year's quota despite a reduced total quantity of citrus fruit," emphasises Gerardo Diana, president of the Consortium for the Protection of the Sicilian Red Orange PGI, "we managed to maintain the consumption of fresh produce and for this we must say thank you to the work of the citrus growers, packers and large retailers who made this result possible.

Specifically, the IGP Sicilian blood orange destined for the fresh trade exceeded 21 million kilograms (about 600,000 kilograms less than the 2023-2024 season, although the harvest was higher), while the product destined for the industry declined with about 4.9 million kilograms from the 7 of the previous campaign. "This is a figure that does not worry us and was predictable," explains Diana, "due to the very large quantity of product acquired by the industry in the previous year in which we had even activated a call for extraordinary withdrawals. The total balance is however in line with the previous year and stands at 26.17 million kilograms between fresh and industrial (of which, as mentioned, 3.14 from organic farming).

Particularly positive was the figure for the market value, which grew against a rising price at origin. "Recognition to the producers is certainly due to the continuous improvement in quality, as well as an ever-increasing product positioning, also in international markets, thanks to the promotional efforts of the Protection Consortium and thanks to the Igp mark. What we are working on now, also with research projects on varieties, is the possibility of extending the harvesting campaign in order to arrive with the fresh product even until late May, as requested by the large-scale distribution for the end consumer," underlines the Consortium's vice-president Salvatore Scrofani. Germany and France remain the reference foreign markets (with 29 and 23% export share, respectively), but other Northern European countries and the United Kingdom are also growing, while the trend recorded a few years ago of an increase in demand from the United States of America is confirmed.

Above all, e-commerce is flying, a new frontier to reach red-orange lovers all over the world. More than twenty companies have activated an e-commerce channel, selling almost 200,000 kilograms through this system. "For some time we have been working assiduously on enhancing the IGP Sicilian blood orange as a 'love brand'," adds Consortium Vice-President Elena Albertini. "Loyalty towards families, but also young people, sportsmen and health-conscious people is one of our main targets and the success of e-commerce confirms the direction we have taken. The typical customer using the tool from home are families and loyal customers. As far as online demand is concerned, 20 per cent comes from abroad, while the remaining 80 per cent comes from Italy, particularly from the centre-north. From trade fairs to media promotion to word of mouth, a market network that is growing more and more and that contributes to consumer loyalty towards the producers of the Sicilian Red Orange PGI.