"Quality means making it possible for consumers to choose fruit depending on its ripeness, sweetness, crispness, shape and appearance. It is not possible to display everything in stores while at the same time separating ready to eat items from what needs to ripen for another couple of days. Technology enables the sorting of fruit in a more reliable way."
Angelo Benedetti, president of Unitec, a leading company in the produce sorter sector, is convinced that it is a question of culture - the crisis of the fresh produce sector in Italy also depends on the strategies implemented.
"I can say that I have been observing the sector since I was six years old. Over the years, I witnessed many changes, some good, others harmful. 30-40 years ago, our fruit sector was the best in the world, but we could not keep up with consumers' needs. We continued to think about tons per hectare and favoured quantity and appearance. But, 40 years ago, we ate peaches that tasted good nonetheless."
Is it still possible to grow peaches, nectarines, plums and apricots that taste good? Yes, we need different attention and commitment with respect to the attitude currently prevailing in the sector. No product can maintain its leadership on the market without constantly improving its quality. Globalisation means all producer countries can reach any market, thus increasing competitiveness.
"We need to take the responsibility of supplying consumers with a product that is divided according to quality classes. I believe this is one of the few possible solutions. Consumers must be able to find fruit that is ready to eat or that ripens within one a couple of days depending on their needs. We cannot continue to supply it all together."
"Tell me who can recognise a kiwi that is ready to be eaten straight away? I certainly can't! I start feeling them, and therefore I ruin them. This is not the way to convince consumers to eat fruit."
"Technology can help a lot in quality sorting, as it is reliable. We must stop thinking in terms of fruit types - peaches, nectarines, apricots - and start thinking in terms of ripening stages instead. I don't want to eat fruit that is either under-ripe or rotten - we need to start sorting the ripening stages in between."
During the interview, Benedetti did not want to talk about himself or his company, as he preferred to let his clients do the talking through some video-interviews made all over the world. The leading cherry producer worldwide, who is located in the US, explained that they had "tested plants all over the world. Then we chose Unitec because it was obtaining the best results and for its reliability. Not only did it keep its promise, but it even exceeded expectations."
An entrepreneur from Piedmont reported that "thanks to Unitec, we improved our efficiency by 20%. That is why I recommend Unitec's technologies to all packing stations."
The company exports over 90% of its products. But does it do that because it is easier? "Not at all. Working is quite difficult no matter where you are. Entrepreneurs want a technology with a good performance at the right cost in the US just as much as in Piedmont. But, if you work well, they look for you and come back when they need something else. Then they ask for innovative solutions when they need to renew their machinery. And we are ready to help them."
