New melon packaging inspired by the night of the shooting stars

A recent and noteworthy effort in the fruit and vegetable sector shows how innovative packaging and passion can reignite market interest, even during an economic slowdown. One example is the "Melons among the Stars" project, a limited-edition series of star-themed melons created by Luca Dalzini of Agricola Dalzini to celebrate San Lorenzo's weeklong festivity in Italy.

The idea, created for the period from 5 to 13 August, features eye-catching packaging. Luca Dalzini recounts how well the market responded, noting that customers were particularly drawn to the packaging. "The market responded very well, not least because this packaging is beautiful to display outside a shop." The market was progressing at a moderate pace. With this idea, we gave it a boost. In short, we revived it!"

The distribution strategy targets a specific channel, that is, high-end fruit shops. The product is not intended for large-scale distribution or market stalls, but rather for "somewhat sophisticated fruit and vegetable shops," as Luca Dalzini describes them, i.e., "high-end fruit shops." This positioning reflects the care and attention to detail that characterizes the entire initiative. It stands out for its originality in focusing on the theme of San Lorenzo, which is not commonly seen in this sector. For example, heart-shaped packaging is a common theme for Valentine's Day."

All three types of melon - smooth, ribbed, and semi-ribbed - are included in the new packaging. The stackable corrugated cardboard boxes are in a single, standard 30x40 cm format and contain five to six fruits.

The unique, night sky-inspired visuals are the result of Luca Dalzini's year-long effort and design. In addition to their aesthetic appeal, the packaging incorporates details that tell a story. Printed on the side of the box is an evocative sentence personally designed by Dalzini: "On these nights when the sky comes alive, each star is a dream, a wish, and a promise shining bright." The box also bears the inscription "Limited Edition for the Week of San Lorenzo." Inside the box and on the melon itself is a star-shaped lanyard note bearing the name and phrase of the limited-edition initiative, "The Nights of San Lorenzo," accompanied by a wooden star. These elements strengthen the emotional bond with customers, who appreciate the attention to detail.

Despite the short commercial period, a significant number of pallets were moved. Luca Dalzini confirms that satisfaction with the initiative is high. "It was well thought out. I am very pleased with the market's and customers' responses. I went around the markets and our main stands, similar to those in Brescia, in northern Italy, and noticed that customers who were buying were happy. They loved it."

The inspiration for the project stems from Dalzini's deep passion for his work and the sky under which it takes place, particularly the starry dusk skies. Initially developed alone, this vision was then shared and perfected with Luca's parents and sister at the company. The project took about 15–20 days to execute, from the initial commissioning to the printing phase. However, the idea and research behind it took nearly a year. Luca Dalzini says that this passion is key to his work. "Seeing the end result is always a pleasure because it's a way of crowning our efforts. Working just for financial gain also results in poor work quality, in my opinion. People remember when you work for results that go beyond money. It's a whole different story."

Luca also emphasizes the current challenges in the sector, particularly the impact of climate change on production and consumption. Extreme temperatures, such as ten days of cold weather followed by a single day of 40°C, put a strain on plants while also compromising newly planted pumpkin crops. These factors also affect consumption trends, which have been fluctuating. "We noticed this trend at the end of July, especially from the 20th to the 30th. Consumption didn't stop completely, but it slowed down with the cooler temperatures. Now, however, with the return of warm weather, sales have been good for a week. But it's all up and down."

To sum it up, the 'Melon among the Stars' project by Agricola Dalzini is a prime example of how investing in cutting-edge packaging and a passion-driven approach can have a significant positive impact on the market. This approach not only boosts sales but also strengthens the connection with the consumer, who is the final link in an increasingly complex agricultural sector.

For more information:
Agricola Dalzini
[email protected]
+39 346 0169026 - Luca