Pietro Ciardiello, Coop Sole:
“It’s not a production problem; it’s a drop in consumption”
“I believe the issue is more related to consumption than production. Despite the heat wave, when fruit is typically sold in large quantities, sales are occurring today, but without much zeal. Director Pietro Paolo Ciardiello (pictured) sums up how the summer season is going at Coop Sole. According to his analysis, market dynamics are not driven by oversupply or concerns among end customers about the perishability of fresh produce. Purchases are being held back by economic factors, rather than by other factors.
Small Fruits: Climatic challenges are affecting the production of raspberries and blueberries
Now, let’s turn our attention to crop production. Due to climatic uncertainties, small fruits are facing a particularly challenging season. According to Pietro Paolo Ciardiello, “Across the 25 hectares of the farm dedicated to these crops, the sharp drop in temperatures on 31 December 2025 damaged the young plants and nearly wiped out early-year raspberry production. Blueberries have also suffered due to excessive heat waves, which have severely hindered harvesting operations and reduced the quality of the fruit.” The introduction of these crops over the last ten years was intended to provide peach growers with additional income sources, but it has not always been successful.
Strawberries: Exceptional yield of over 10,000 tons, boosting exports
However, the strawberry season was exceptional, concluding successfully between late May and early June. Estimates at the start of the season were far exceeded, and the target of 10,000 tons was surpassed. An additional 400–500 tons were distributed to large-scale retail chains and overseas markets before heat waves forced the plants into physiological dormancy. International markets, including neighboring countries such as Germany, Austria, Switzerland, and France, are now considered part of the domestic market. These markets account for between 45 and 55 percent of total sales, reaching peaks of up to 70 percent for winter crops. “In these markets,” the director notes, “buyers are increasingly interested in premium products and organic certifications, which reward not only product quality, but also production process quality.”
Contrasting trends between rising volumes and slow consumption of melons and watermelons
Turning to other summer produce, the season for netted and semi-netted melons is going well. “After absorbing a temporary surge in supply at the start of June without any losses, sales are progressing well, showing volume growth of between 7% and 10% compared to last year,” Ciardiello says.
Watermelons, which are grown exclusively organically in mini and midi varieties with black rinds, are a different story. After several favorable years, the current market trend is slower than expected due to a lack of anticipated consumption increases.
Peaches and nectarines have slow sales, but the focus on quality remains unchanged
As for stone fruit, the Italian company is still focusing on yellow peaches and traditional nectarines. While the agronomic situation is normal, the market is experiencing a downturn. Compared to last season, sales are lagging. “However, our long-term objective remains to enhance the value of these traditional crops and raise their quality standards,” the manager explains.
Winter vegetables are thriving, but the heat is stifling the growth of summer peppers
Finally, looking at the vegetable sector, the volume of winter vegetables, which are almost entirely destined for export to Germany, has increased this season, though prices have been slightly lower than last year.
Ciardiello says summer peppers are having a hard time due to scorching temperatures, which are causing significant sunscald on the fruit. Nevertheless, production is on track to reach a total of 1,500 to 2,000 tons, with a focus on the Lamuyo and Angello snack varieties.
The membership base: A significant rejuvenation and a drive for innovation
The cooperative’s structural evolution has also involved a profound transformation of its membership base. According to Coop Sole’s director, there has been natural turnover among suppliers in recent years, with some businesses leaving. However, this has been offset by a significant generational shift. Many long-standing farmers have handed over their farms to their children, raising the percentage of young farmers to between 40% and 50% of the total membership. Two or three new members are added each year. This influx of young people brings renewed vitality to the organization, ensuring greater enthusiasm and a strong drive for development. These factors enable the cooperative to gradually expand its cultivated land and successfully experiment with new fruit and vegetable varieties. This keeps the cooperative flexible and responsive to the changing needs of the market.
For more information:
Cooperativa Sole
Via della Repubblica, 70
81030 Parete (CE) – Italy
+39 (0) 81 5036887
info@coopsole.it
