The Italian growers’ association Ioppì, which groups together more than 120 market gardens in Sicily with a year-round range of fruit and vegetables, has been using technologically innovative procedures to improve its vegetable production for almost four years now, providing technical assistance to all its members.
Giovanni Tardera, tomato grower
The range includes traditional tomatoes such as datterini, cherry tomatoes (including the famous Pachino IGP and Piccadilly, oblong, ribbed, marinda) and also various eggplants (round, purple, white, striped), peppers (including the very sweet Sweet Palermo peppers from Rijk Zwaan), cucumbers and courgettes.
Silvio Alessandrello, white eggplant grower (PO Ioppì)
As for the fruit assortment, Ioppì also offers PGI Mazzarrone grapes, Cantaloupe melons and mini watermelons depending on the season (May-November).
This year, the growers’ organization decided to launch a new line called Produttori di Felicità (Producers of Happiness) to acknowledge and give voice to the growth of its social base and to emphasize not only its ethical and social values, but also its production and respect for the environment. The PO is present in a number of national supermarket chains (DECO’ in Sicily, PAC 2000A in Umbria, Campania, Lazio and Sicily and DESPAR in Sicily).
The Ioppì family knows no bounds, it it is made up only of people who love each other! The values promoted by the new brand are: #environment / #solidarity / #respect / #enjoyment. Click here to enlarge the image
The brand identifies the best fruit and vegetables and arouses consumer interest through specific high-tech barcodes that communicate and highlight its ethical stance.
The line includes different packaging that meets the customers’ demand. For example, the 250g mixed datterino tomatoes glass cups were in high demand because easy to consume and particularly appealing to families with children.
The Sweet Palermo peppers are instead packed in cardboard, so that the products in the packaging are more visible and less perishable in case of handling.
This is the third consecutive year that Ioppì is planning in-store promotional campaigns, with the involvement of its marketing agency. It is wisely using the funds allocated by the EU’s common agricultural policy.
A Produttori di Felicità brand stand in a sales point (Photo provided by the producer organization Ioppì)
Thanks to these promotional actions, the producer organization is able to reach consumers and build trust. This is done in the best possible way, that is, by meeting consumers at the places where they shop.
A Produttori di Felicità brand display corner in the store – Photo provided by the PO Ioppì
Customer service at the counter (which has become unusual in modern times) is being replaced by the presence of qualified and dedicated promoters.
A Produttori di Felicità brand stand in a sales point (Photo provided by the producer organization Ioppì)
The values of the new brand
# enviroment The members of Ioppì grow their crops mainly in a protected environment. Think of ultra-modern greenhouses, with remote control devices. All plants are equipped with a weather station and the automatic closing of the roof regulates sunlight and humidity. A very important aspect is the monitoring of irrigation to reduce water consumption. The agronomists of the producers’ organization regularly check the crops of all members to guarantee the quality and health of the fruit and vegetables branded Ioppì.
#solidarity For almost a year now, some Ioppì members have attempted to reduce food waste by donating crops that are not up to size or shape to the most disadvantaged.
#respect Respect for the community is the basis of civil harmony, and Ioppì has made this clear through the labels on its products, indicating families, consumers, regardless of race, gender or political orientation. Ioppì products are for everyone.
#enjoy Ioppì’s policy is to create a work environment that is both peaceful and joyful, using happiness as a tool to enhance the productive activities of its members. Their promotional video shows the members’ producers faces to convey these values.
For more information:
OP Ioppì 
info@ioppi.eu
www.ioppi.eu