The strawberry season in Italy is well underway, and the variety NSG 465, associated with the commercial brand Rossetta®, continues to bring great satisfaction to Nova Siri Genetics, a research and experimentation company from Lucania specializing in new strawberry and berry varieties, which selected it in its experimental fields seven years ago.
“This is the third season in the field for Rossetta®,” said Carmela Suriano, EMEA (Europe, Middle East, and Africa) director of NSG, to Italian Berry. “And this year, Rossetta® has truly been able to express all its potential, both in terms of earliness and productivity, as well as in quality.”
Production and Growth of the Variety
Rossetta®, the latest addition among the 11 strawberry varieties launched by NSG since its inception, has been propagated this year by licensed nurseries for 17 million plants, nearly double the amount of the first season.
The harvesting of Rossetta® in the southern regions of Italy began in the second week of January and, weather permitting, will remain on the shelves until the end of May.
“When introducing a new cultivar, technicians and growers need time to understand the plant’s physiology and fruit characteristics. This season, there is a noticeable excellent management of strawberry fields cultivated with Rossetta®.
Agronomic techniques have been refined in terms of nutrition and protection, and the results are excellent. The cultivar is vigorous and resilient, producing medium to large fruits with a gradual ripening cycle using environmentally friendly techniques, significantly reducing the need for pesticides. This leads us to anticipate substantial growth in the coming years,” explained Suriano.
Prices and Market
“The 2025 season has delivered great satisfaction in the first 60 days, even in terms of prices, partly due to the fact that some late strawberry varieties, sensitive to temperature fluctuations, have produced less.
Rossetta® has yielded satisfactory quantities, and prices have remained above the seasonal average, reaching (week 11) a 30% increase compared to the same period in 2024, thanks also to the quality of the production.”
This season, 13 million plants of Rossetta® have been planted in Southern Italy (Campania, Calabria, and Basilicata), while 4 million plants have been sent to Spain.
“Rossetta® is a variety well-suited to the Mediterranean basin, and in the coming years, it is expected to be introduced in North African countries, particularly Morocco, where NSG is already present with other varieties.”
Marketing Strategy
Although it has already established itself, NSG aims to further boost Rossetta®’s brand awareness throughout 2025. Rossetta® is also a key feature, along with NSG, of the Berry Area, a new addition at Macfrut 2025 (May 6-8).
“The project aimed at enhancing its value has just begun,” confirmed Alida Stigliano, NSG’s marketing and communication manager. “We have devised a strategy focused on highlighting its characteristics to the consumer and reinforcing its identity.
All activities are currently targeted at the Italian market. We have just launched an Instagram channel and a dedicated website for Rossetta®. The campaign’s tagline is ‘Sweet Emotion’, which reflects both the characteristics of this strawberry and the sensory experience it delivers when tasted.”
Distinctive Features
According to NSG, aesthetic and sensory characteristics are key factors in its success.
“During the selection phase,” continued Carmela Suriano to Italian Berry, “Rossetta® amazed us with its bright red color, its shape, and its firm and velvety pulp.
When we received positive feedback in terms of organoleptic and sensory qualities, we were convinced. That’s when we knew we had found our Rossetta®.”
The selection process was, as always, long (6-8 years for a new strawberry). Rossetta® stands out for both its flavor and sweetness as well as its field performance.
Carmela Suriano (NSG)
“Our partners confirm,” continued Carmela Suriano, “that Rossetta® is resilient and productive. It withstands climatic variations and produces medium to large fruits that are easy to pick, thanks to their high visibility.
In particular, Rossetta®’s size (25-28g) is an advantage, especially considering packaging possibilities.
The fruit is ideal for single-layer packaging: 16 neatly aligned fruits visible to consumers in a 500g container. With this type of packaging, consumers are not met with surprises.
We have noticed that they are willing to pay a bit more for a well-selected product. Rossetta® is also packaged in 300g, 400g, and 500g non-single-layer trays.”
Storage and Transport
Regarding post-harvest handling, another crucial and highly appreciated characteristic by industry professionals is its long shelf life.
“Rossetta® strawberries maintain their visual and organoleptic qualities even days after harvesting, enduring the picking process, packaging, and hours of refrigerated truck transport from production areas, such as southern regions, to Northern Italy and Northern Europe,” concluded Carmela Suriano, EMEA (Europe, Middle East, and Africa) director of NSG.
