In the contemporary fruit and vegetable sector, packaging is no longer just a functional element, but a true communication tool capable of enhancing the product. It is in this direction that the collaboration between Nicofruit – Fragola Matera® and Ghelfi Ondulati was born, with the use of the DERVA tray for a new consumption experience.
Nicofruit is a company that has made territorial enhancement and product quality its core strengths. With the Fragola Matera® brand, the company tells the story of a strawberry grown in a unique context in Basilicata, where climate, soil, and agricultural expertise combine to produce a fruit recognized for its taste, freshness, and identity.
Fragola Matera® is not only a fruit and vegetable product, but an agricultural and branding project aimed at strengthening the perception of premium Italian strawberries, helping them stand out in an increasingly competitive market.
In this context, communication and the presence of the product across different consumption environments become essential: not only in traditional retail, but also through new experiences, languages, and channels.
The product beyond the fruit and vegetable counter
As Nicofruit highlights, fruit and vegetables must go where consumers are. This means moving beyond traditional contexts and meeting people in their everyday environments through communication tools capable of telling the product’s value in a direct and contemporary way.
For Fragola Matera®, this journey includes Milan, outdoor advertising, digital channels, Design Week, and above all the development of strong shelf recognition. The goal is clear: to make the product immediately identifiable and desirable, strengthening its presence in consumers’ daily lives.
DERVA: supporting a value-driven project
In this context, DERVA was also selected — the corrugated cardboard tray developed by Ghelfi Ondulati for premium fresh packaging.
DERVA is a solution designed to enhance product value. Its role is to support Fragola Matera® throughout the entire supply chain, ensuring protection, functionality, and an effective shelf presentation.
The integrated opening and reclosing system improves the consumer experience, allowing for more practical product handling and better preservation. The glue-free structure contributes to packaging safety and recyclability, while the compostable window enhances the visibility of the strawberries, making them immediately recognizable and appealing.
Packaging and brand identity
In the case of Fragola Matera®, packaging becomes an integral part of brand building. It is not just about containing a product, but about strengthening its perception, recognizability, and market positioning.
The coherence between product, territory, and communication is also conveyed through packaging, which becomes the first point of contact between Fragola Matera® and the consumer.
A project that brings together territory, product, and communication
The collaboration between Nicofruit – Fragola Matera® and Ghelfi Ondulati highlights how packaging can become a strategic element within a broader project aimed at enhancing the value of fresh produce.
Fragola Matera® is today an example of how an agricultural product can evolve into a recognizable brand, capable of telling the story of a territory and creating value throughout the entire supply chain.
