The Nergi kiwiberry, a baby kiwi developed by Sofruileg, launched its 2024 sales campaign in Italy in late August, two weeks ahead of the usual timeline. This marks a significant milestone as the product celebrates its tenth year on the market, distributed by Ortofruit in Italy, Primland in France, and Portprimland in Portugal.
According to Romualdo Riva, commercial manager of Ortofruit, the production area has intentionally remained unchanged at 160 hectares across Europe, with 80 hectares located in Italy, primarily in the Piedmont region. This decision was made to consolidate the project, but the consistent sales performance is encouraging future expansion, likely starting in 2025.
ProtectedProduction and Sustainability
One of Nergi’s strong points is that it is produced in a controlled environment, protected by anti-hail nets, with an annual production of 500,000 kilograms. 
The fruit is highly resistant to bacterial diseases like bacteriosis and kiwi vine decline, though its thin skin makes it sensitive to windy conditions during growth. The two main varieties, Tahi and Ruà, guarantee 14-15 weeks of commercialization, from September to the end of November, with a shelf life of approximately three months.
Riva emphasized that Nergi's thin skin and extended shelf life set it apart from other baby kiwifruit varieties.
Market Positioning and European Expansion
Nergi is positioned alongside berries in the fruit section, packaged in 125-gram prepacks, and its price is comparable to that of other berries. Only 13-14% of the total production is allocated to Italian retailers, while the rest is exported to key European markets such as Germany, the Netherlands, Sweden, Finland, and Norway.
“These are our primary markets,” explains Riva. “In Italy and France, we are still establishing our presence, but we are starting to see the results of ten years of effort.”
Future Growth and Promotional Strategies
As consumer interest in berries grows, Nergi is carving out a niche in both the Italian and European markets. 84% of consumers who taste Nergi are willing to buy it again, seeking it out on subsequent visits.
Riva highlights that the company invests in promotions and social media abroad, with in-store tastings and contests increasing the product's visibility. “In Italy, we still rely heavily on traditional promotions, such as flyers,” concludes Riva, acknowledging the potential for more innovative approaches in the future.
Raffaella Quadretti
Italian Berry - Tutti i diritti riservati
