The 2025 table grape campaign is going through a complex phase, marked by strong market instability and a general climate of uncertainty. Nonetheless, quality continues to be the main distinguishing and rewarding factor. This is what Antonio Bellassai, owner of the La Bella Assai winery in Mazzarrone (CT), emphasises when explaining how a well-presented, brightly coloured, crisp and appropriately bunched product manages to keep demand constant even in difficult times. "The market always rewards quality: If the grapes are good, they sell easily both in Italy and abroad. The Italia variety is the perfect example of this at the moment."
© La Bella Assai
La Bella Assai is available on the market from May to December, thanks to a capillary organisation covering over 300 cultivated hectares. The plants, located either in greenhouses or under awnings, guarantee a continuous and diversified production. The company currently works on a production mix of 40% seedless and 60% seeded grapes, with widespread distribution throughout Italy and good feedback from France, Germany, and the Netherlands. "As in previous years, the objective is to continue the campaign right up to the Christmas and end-of-year festivities thanks to cold storage, which allows high-quality standards to be maintained."
© La Bella Assai
New packaging: Grapes as a gift to share
Alongside production, La Bella Assai has decided to focus on a new 5 kg packaging dedicated exclusively to seedless varieties. The choice stems from the need to clearly differentiate the seeded lines from the seedless ones, but also from the desire to offer grapes not only as an everyday product, but as a gift idea.
"We wanted to create a festive package that conveys cheerfulness and makes grapes a welcome gift to take to friends and relatives. Today, more and more people appreciate it in this sense, and the packaging helps illustrate its quality and origin."
© La Bella Assai
The design of the box pays homage to the Sicilian identity, with the region clearly visible in the bottom right-hand corner. A detail that, according to the entrepreneur, is essential to promote local production and "bring a little bit of Sicily to the world". In terms of materials, the packaging is made of recycled cardboard supplied by specialised companies, in line with the growing focus on sustainability.
While market confusion remains a fact, La Bella Assai's strategy is firmly focused on two levers: consistent quality and brand recognition. This includes caring for the bunches in the fields to choosing packaging capable of promoting the product, making it stand out on the shelves, and making it suitable for consumption that goes beyond the usual everyday one, embracing moments of celebration and sharing.
© La Bella Assai
"When you have high-quality, you almost don't perceive the difficult moments because demand always remains high. Packaging is a further tool to communicate this value, both in Italy and in the foreign markets."
For more information:
Antonio Bellassai
+39 347 2804108
La Bella Assai Srl
Via Principe Umberto 115
95040 Mazzarrone (CT) - Italy
[email protected]
www.labellaassai.it