The sun favors the development of juicy and fragrant strawberries, but it is essential to avoid handling the fruits during the hottest hours and under direct sunlight: excessive heat can compromise the firmness of the surface and encourage the appearance of mold, thus harming the quality of the harvest.
The strawberry represents the productive heart of Arborea, a crop that has deep roots in local history: "In Sardinia, it was introduced from Northern Italy during the Land Reclamation – says Roberto Floris, technical manager of the vegetable sector of the Cooperativa Produttori. Since then, it has spread throughout the regional territory, but has maintained a strong identity value for Arborea."
Production and challenges
Currently, the Cooperative brings together twelve farmers, cultivating about 14 hectares, with an annual production of about 300 tons of strawberries, for an economic value exceeding one million euros (over €1,000,000).
"It is one of the few crops that still repays the high initial investments, borne exclusively by the producers during the first four months," explains Floris. "The main challenge for the sector is the lack of specialized labor, particularly necessary during the production season that runs from October to June."
Social value and festival
The local product will be the star of the traditional Strawberry Festival, scheduled for the weekend of May Day, within the framework of the Arborea Livestock Fair, organized with the support of the Pro Loco association.
"The strawberry also holds an important social value for us. Reviving this event was a priority, after a period of decline that began in the early 2000s," emphasizes Paolo Sanneris, president of the Pro Loco.
Market and enhancement
The local market still maintains a good resistance against foreign competition, particularly Spanish competition.
Sales data, both in large-scale distribution and local shops, confirm that consumers are willing to recognize a higher value to the local product, rewarding its quality and origin.
A virtuous example of enhancement is represented by the project Arrubiedda, a brand created by the cooperative Le Agavi.
"The idea was born from the desire to highlight the manual and artisanal commitment that accompanies the production of our strawberry baskets," says Stefano Orrù, creator of the brand. "My mother Lucia has always personally taken care of the aesthetic composition of the baskets, while my father Antonio has been dedicated to agronomic management. We wanted to tell this attention to detail by transforming it into a recognizable identity."
Features of the Arrubiedda brand
The brand takes its name from the Sardinian term Arrubiedda, which means "reddish", and is represented by a logo with warm shades.
"When we started the project," recalls Lucia Caddeo, "we cultivated the Naiad variety, characterized by heart-shaped fruits, large in size, very sweet, and with an intense red color.
Today, production is focused on the Nabila variety, the most appreciated by the market."
Another distinctive element of Arrubiedda is its sustainable cultivation approach: the drastic reduction in the use of pesticides and phytosanitary products has been made possible thanks to the use of antagonistic insects and manual tools, such as the small mower used to maintain the grass between the rows.
"We have always cared about the respect for biodiversity," concludes Caddeo. "We have never pursued intensive production, nor forced the natural cycles of the plant."
Source: La Nuova Sardegna
