Decline in citrus consumption driven by factors beyond pricing

“The drop in consumption is cause for concern, especially since it does not seem to be strictly related to economic factors. It is crucial to interpret the signals, which could also reflect a change in consumer tastes, a factor that is known to be constantly evolving,” says Giovanni Grasso, owner of the Sicilian company of the same name as well as of the La Zagara brand. Giovanni is continuing with the export business started by his father Salvatore Grasso in 1969.

In the photo: Giovanni Grasso

La Zagara boasts years of experience in the production of citrus fruits, seedless grapes, and cherry tomatoes, with plants operating between Apulia and Sicily. Covering an area of around 400 hectares – mostly in Sicily – the company produces citrus fruits (especially blood oranges), cherry tomatoes, and table grapes. For years, the company has carried out a varietal innovation and replanting program for the land affected by the citrus Tristeza virus (CTV). One of its strengths…