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Thanks to its sweet taste and exceptional nutritional value, organic yellow kiwi is gaining popularity among consumers in Italy, Belgium and Greece, who are increasingly focused on a healthy and sustainable diet, according to the It's Bio project.

The European Commission has approved the Dutch application for a European promotion campaign for soft fruit. It can start on 1 January 2025. It concerns a collaboration between growers and trading companies intended to stimulate the sale of soft fruit within the European Union.

The 2024-25 commercial season will be the first real test for the Dulcis kiwi, which presents itself with quantities almost tripled compared to 2023: over 600 tons on 300 hectares of surface (500 from 2025). It also debuted in some selected European distribution chains, in Germany, Belgium and Spain.