Valfrutta, the emblem of the Italian agri-food sector, joins the Special Register of Historical Brands. This prestigious recognition highlights more than 50 years of history, authenticity, and quality, anchoring Valfrutta in the national heritage.

Valfrutta, a prominent Italian agri-food brand, has been officially recognized as a historical brand of national interest by the Italian Ministry of Business and Made in Italy. This prestigious recognition underscores Valfrutta’s significant 50-year presence in the Italian market and its enduring contribution to the nation's agricultural heritage.

The brand's inclusion in the Special Register of Historical Brands further solidifies Conserve Italia’s position as a leading cooperative consortium. Conserve Italia now boasts all five of its primary Italian brands—Cirio, Yoga, Derby Blue, Jolly Colombani, and Valfrutta—as recognized historical brands, a testament to its commitment to valuing the work of Italian producers since 1976.

 Maurizio Gardini, president of Conserve Italia, emphasizes that Valfrutta transcends a mere brand, representing the essence of the consortium and the quality of Italian agriculture. He highlights the brand's logo, which since the 1990s has included the phrase "agricultural cooperatives," underscoring the collective ownership and dedication of thousands of Italian farmers. Gardini views the registration as a tribute to both the farmers' dedication and the entire supply chain’s commitment to producing high-quality, safe products.

Valfrutta’s journey began in the early 1970s, quickly gaining popularity among Italian families with its diverse product range, including fruit juices, vegetable preserves (legumes and sweet corn), tomato products, and fresh fruits and vegetables. The brand's 1987 slogan, "Nature first hand," encapsulates its commitment to authenticity and naturalness.

Pier Paolo Rosetti, general manager of Conserve Italia, expresses pride in this achievement, which reinforces Valfrutta’s strength and credibility. He notes the brand's extensive market presence, spanning retail, bars, and catering, and highlights the official seal as a guarantee of historicity, consumer trust, and commercial partner reliability. Valfrutta's commitment to Italian origin and traceability, often verifiable via QR codes, further enhances consumer confidence.

Raffaele Drei, president of Valfrutta Fresco Spa, emphasizes Valfrutta’s leadership in the premium fresh fruit and vegetable segment. He underscores the brand’s promotion of sustainable agronomic practices and its support for producers through technological and varietal innovation. The historical brand recognition reinforces Valfrutta’s core values of genuineness, authenticity, and quality.

Valfrutta's origins trace back to 1966, with the establishment of the CALPO consortium by three fruit and vegetable cooperatives in Emilia-Romagna. The consortium aimed to create a direct link between farmers and consumers, ensuring fresh and genuine products. The Valfrutta logo was introduced in 1972, marking the beginning of direct fruit processing at plants in Cotignola and Barbiano. This period saw the expansion of the product line to include tomato preserves, fruit juices, and canned legumes.

A pivotal moment arrived in 1976 with the formation of Conserve Italia, a national commercial hub that consolidated CALPO and 14 other processing cooperatives. This consolidation significantly strengthened Valfrutta’s market position. In 1987, the "Nature first hand" slogan was adopted, reinforcing the brand's commitment to naturalness. The logo was further refined in 1994 to "Valfrutta – Cooperative agricole," emphasizing the 100% Italian cooperative supply chain.

Since the 2000s, Valfrutta has prioritized investments in technology, innovation, and sustainable agriculture, solidifying its commitment to environmental stewardship and consumer well-being. This focus on sustainability has become a hallmark of the brand, distinguishing it in the modern market.

In essence, Valfrutta’s recognition as a historical brand is a culmination of its long-standing dedication to quality, authenticity, and the Italian agricultural community. The brand's journey from a regional consortium to a nationally recognized emblem of Italian agri-food excellence is a testament to its enduring values and commitment to delivering premium products to consumers. The registration in the Register of Historic Brands not only honors the brand's past but also secures its future as a trusted and reliable choice for Italian families and commercial partners alike.

Sources: efanews.eu, corriereortofrutticolo.it