"It's at times like these that we must rely on high quality, service and continuity," explains Cristiana Furiani (in the photo), sales manager for Geofur in Legnago (Veneto).
"PGI red chicory from Verona is still the favourite locally but, in addition, it has a good quality and, according to the guidelines, it can be harvested and marketed starting from October for the early varieties and from 15th December for late ones. We pack it in captivating mixed packets with different varieties such as for example Luisa, Chioggia and Variegato from Castelfranco in order to meet retailing and final consumer needs. These "crates" contain at least one kilo of produce and are always appreciated by retailers. They are the perfect demonstration of how it is important to offer a service and distinguish the produce."
Geofur "crates" with a mix of different varieties of chicory.
More and more companies in Verona believe in the PGI brand. "There is quite a bit of fermentation and I have undertaken the promotion of the diffusion and the consumption of this excellent product."
In June 2013, Geofur's turnover showed a slight increase with respect to the previous year, whereas there is an 18% leap between 2011 and 2013. The company has always worked with chicory, although Furiani does not rule out widening the range: "Recently, for example, we tested a local tomato variety. Specializing is always a plus and chicory will always be our strong point, but we might do something more in the future...".
"The trend of the company is positive in 2013. There were no problems due to lack of produce, except for a short time in spring, which led to higher prices. Summer was good though the current phase, with low prices due to overproduction, overlapping and low exports (as production is also abundant abroad) is not one of the best, but we are positive that things will get better as soon as temperatures drop."
And it's at times like these that the quality-service combination is essential to emerge, be competitive and promote the product: "PGI red chicory from Verona has big margins and all the premises are there to increase consumption and make it more popular both domestically and abroad," stresses Cristiana Furiani.
