After many years as visitors at Fruit Attraction, the company decided last year to become an exhibitor at the ICE Pavilion, as part of the CIVI-Italy collective. For Coviro, Fruit Attraction is not only a valuable opportunity to showcase their work, but also a unique occasion to strengthen their international presence and highlight the quality of Italian nurseries to professionals from around the world.
In collaboration with CIVI-Italia and other plant producers, Coviro promotes certified plants under the QVI – Qualità Vivaistica Italia label. This system ensures professional integrity, traceability, and consistent quality, offering clients the confidence of reliable and carefully controlled plant material.
Showcasing New Strawberry Varieties
In Madrid, Coviro will present two new Californian strawberry varieties, developed in partnership with California Berry Cultivar LLC. Alturas is a vigorous, everbearing variety that produces bright, firm fruits, ideal for markets requiring longer shelf life. Belvedere is an early, highly productive, June-bearing variety, perfectly suited to Mediterranean climates and resistant to several diseases. Alongside these novelties, the Italian varieties Ligea and Medì — selected by ARSAC, CREA, and the Torrevecchia cooperative — remain of key importance. Ligea stands out for its consistent production and uniform fruit size. Medì is appreciated for its hardiness, earliness, and adaptability to organic cultivation.
Commitment to Quality and Technical Support
Aurora Kamami, Deputy Director and Head of the International Market, emphasizes: “Demand is increasing every year, both in Italy and abroad, where markets show growing interest. Our commitment is to support clients with healthy, certified plants, as well as technical expertise that allows each variety to fully express its potential. At the same time, we aim to provide practical and flexible solutions: we currently supply potted plants with root balls, and in October, fresh plants grown in our Polish nurseries will also be available. Fruit Attraction will be the perfect opportunity to showcase this guarantee of quality and strengthen relationships with our existing and new partners.”