Fragola Matera® has kicked off the 2025 season, and the OP Frutthera Growers, together with Nicofruit, is looking to the year ahead with energy and enthusiasm: “This year,” said Francesco Nicodemo (photo), president of the OP, to Italian Berry, “we want to increase brand awareness of Fragola Matera®, and our participation in the Berry Area at Macfrut in Rimini, from May 6 to 8, fits into this plan.”
Fragola Matera® is a project that started 10 years ago and currently involves 30 grower members, all located in the Ionian Arc of Basilicata. However, we’ve only been on store shelves for five years. Fragola Matera® needs visibility, and we believe the Berry Area is an important piece of our communication strategy.”
Growing acreage and distribution
According to CSO Italy, in 2025 strawberry acreage in Basilicata—all under protected cultivation—totals 1,095 hectares. That represents continued growth, with a 4% increase over 2024. Fragola Matera®, according to Nicodemo’s data, accounts for about 10% of the regional strawberry acreage.
The number of Fragola Matera® plants is also on the rise, going from 7,000,000 last year to 8,000,000 in 2025. As for distribution, 70% goes through large-scale retail (GDO), while the remaining 30% is sold through wholesale markets in 25 Italian cities.
Premium strategy and varietal selection
Although it’s still a young story, Francesco Nicodemo has a clear vision for the future of Fragola Matera®: “From the start, we’ve aimed to offer a premium product. Fragola Matera® commands higher prices because buyers recognize it as a distinctive product. The current variety is Inspire, but we’re actively looking for additional varieties to complement it.”
The challenge is that the required characteristics are so specific that it’s not easy to find other varieties that measure up. First of all, it must taste great; consumers must be satisfied with the flavor. In addition, it must have good shelf life, attractive color, and visual appeal.
The shape must be the classic conical shape that consumers associate with strawberries. Inspire has all these traits. Taking home Fragola Matera® delivers that wow effect! It’s not easy to find another variety that fits the bill, but every year we test several candidates.
Quality, packaging, and technology
It’s not just about variety selection, Nicodemo repeatedly emphasized to Italian Berry. “Our members follow a strict production protocol, supported by agronomists who assist and monitor the growers. The goal is to produce top-quality fruit, and the quality standard must be high.”
The project also includes a packaging protocol. Members are guided in the pre-packaging phase, and each year we add more technology in our packing facilities, with a focus on traceability. Standardization is essential at this stage too.
Consumers will never find an underweight Fragola Matera® punnet. As for the packaging itself, OP Frutthera follows market trends: “The primary function of packaging is protection; the product must be preserved for as long as possible.”
We’re seeing increasing interest in heat-sealed packaging, which is tamper-proof and contamination-resistant, as well as stackable. We also opted for lighter packaging to reduce plastic use—cutting plastic by 40%.”
Greenhouse innovation and future recognition
There’s technology not only post-harvest but also in our greenhouses. Francesco Nicodemo believes the future is increasingly soilless cultivation: “This year, we have 500,000 soilless-grown plants, and that number grows each year. Soilless systems make harvesting much easier for farm labor.”
Technology is widespread in our greenhouses. We control nearly everything, except that the greenhouses aren’t heated in winter or cooled in summer. This year, we’re focusing on fine-tuning the nutrition formula.”
While Fragola Matera® is the flagship project of OP Frutthera, members also grow Candonga®. According to Nicodemo, the most suitable area for strawberries in Italy is Basilicata: “Basilicata believes in strawberries and has a competitive edge. I believe we’ll continue to see the strawberry acreage increase year by year.”
We are not concerned about foreign competition because, when it comes to Fragola Matera®, our quality is so high that we simply have no reason to worry: there’s no competition, we’re playing in a different league.
2025 should be the year when, as a strawberry from Basilicata, we obtain PGI (Protected Geographical Indication) status. The OPs in Basilicata have already started the authorization process, and if we receive the PGI label this year, we’ll have one more asset to add to our communication strategy in 2026 to further strengthen Fragola Matera® among consumers,” concluded Francesco Nicodemo.
Barbara Righini
