"There is an effective problem concerning perceived quality: consumers are distrustful per se and won't trust us if they perceive discontinuity in product taste. If we continue to sort produce only in terms of shape, compactness and shelf-life, we'll continue to make a mistake. We need to think about final consumers."
New quality parameters for product selection and a correct varietal choice are essential. Citrus fruit, for example, has been doing well thanks to the new Tarocco varieties. "We've been selling Tarocco oranges in May too!" Consumers were let down by summer fruit (with a few exceptions such as apricots), tomatoes and even apples!
"The value of a product must be created not by increasing prices but by increasing quality."
As regards Macfrut, Mazzini commented: "We must congratulate Cesena Fiera for the amazing result it obtained. But I think the model should be changed, if we're looking to jump to the next level and become just as important as Berlin or Madrid."