Arabfields, Giulia Alliata, Economic Correspondent, Italia — Italy’s Romagna PGI Peaches and Nectarines Consortium has launched a new marketing campaign aimed at strengthening consumer awareness of one of the country’s best-known protected fruit brands. The initiative is designed to highlight the quality, origin and distinctive characteristics of Romagna’s peaches and nectarines while encouraging stronger demand across domestic and international markets.
The campaign comes at a time when consumers are showing growing interest in certified regional produce and products with clear traceability. Producers believe the new promotional effort will reinforce confidence in the PGI label and help position Romagna fruit as a premium choice during the summer season.
Growers across Emilia Romagna have welcomed the campaign, saying it provides valuable support for family farms facing higher production costs and increasingly unpredictable weather conditions. Several orchard owners noted that stronger consumer recognition can translate into better returns, allowing farms to invest in modern cultivation techniques and maintain high quality standards.
Industry data for 2026 indicate that Italy, Spain and Greece continue to account for around 70% of Europe’s peach and nectarine production. Italian households remain among the continent’s largest consumers of fresh peaches and nectarines, averaging close to 15 kilograms per household each year. Market analysts also report that demand for certified fruit has continued to grow as shoppers place greater emphasis on product origin, sustainability and food quality.
The consortium’s communication strategy includes promotional events, retail partnerships and digital outreach to connect with younger consumers while reinforcing loyalty among existing buyers. Retailers expect the campaign to increase visibility during the peak harvest period and strengthen the position of PGI-certified fruit in a competitive marketplace.
Agricultural experts believe the campaign could contribute to sustained sales growth over the next few seasons if favorable weather supports production and consumer demand remains resilient. Continued investment in new fruit varieties, sustainable farming practices and coordinated marketing is expected to improve the competitiveness of Romagna’s peach and nectarine sector, helping producers reach new export markets while preserving the region’s reputation for high-quality fruit.
