A tried and tested company slogan reads that "He who sows respect reaps wonder". And so, between one frozen minestrone and another, for over fifty years Orogel keep growing. In terms of size and turnover, without losing sight of the guidelines of its policy: reduction of waste, protection of health and pursuit of well-being for consumers.
The Cesena cooperative group, national leader in the transformation of fruit and vegetables, after a brilliant 2017 (+8% of aggregate turnover, to over 685 million, of which 230 only with frozen products) is preparing to close another positive balance. AND Bruno Piraccini, president and managing director in the saddle since 1978, tells how this year Orogel will give a further boost to the accelerator to complete the three-year investment plan 2017-19. “A 100 million euro plan – explains Piraccini – which affects our establishments in Pievesestina, those of Policoro, in Basilicata, and Ficarolo, in the province of Rovigo, the segment of fresh products and plant nurseries, and which is currently being implemented for 40 %. But we will definitely complete it in the coming months.”
The new headquarters warehouse, at the gates of the Romagna city, it will be ready by August. “It will represent the completion of the third expansion area, with another tunnel to facilitate the movement of men and goods,” Piraccini assures. He adds: "In a context of general uncertainty and what is happening on international markets, we have decided to continue investing in the quality of products that are good for health, taking care of logistics and automation".
A short supply chain system, that of Orogel, which has approx 1.600 growers engaged in the open field with integrated and organic production systems, 1.858 employees, 142 tons of fruit and vegetables sold, three factories and eight facilities for processing fresh produce. On a financial level, the 2017-18 consolidated financial statements indicate net book equity of 170 million (+13%), fixed assets of 127 million (+7%) and an improving net financial position, at 11 million.
The sales data, updated to November 2018, continue to show a "plus" sign. “After a fabulous 2017 – specifies the president – last year was also very positive for us. The latest Iri data relating to sales in super, hypermarkets and discount stores give us an increase of 1,2% in volume and 3% in value. AND this in the face of a general decline in consumption2,7% and 2% respectively”. An increasing trend that between 2016 and 2018 for Orogel translated into +9% in quantity and +13% in value.
Piraccini underlines the weight of the market shares of "his" cooperative. “In the vegetable sector, sales in Italy, between the Orogel brand and private labels, represent 24,9% of the total. And in three segments – observe the data in hand – we reach Bulgarian percentages: 45,8% with soups, 78,2% with purées, 60,1% with artichokes”. All this in a national market which, largely through large-scale distribution, absorbs 95% of production. “Abroad, for now, we only make 5%. We are growing there too, but we have to work a lot on costs".
Meanwhile, the Group has already planned investments for the period 2020-22. “In the Policoro area – says the president – we will allocate 16 million, 15 million to Cesena to strengthen the packaging departments, 10 million will go to Ficarolo, another 6 are planned for the nursery through the Vitroplant company. Overall, however, these are conservative figures that can only increase”.
“After all – adds Piraccini – in a market that continues to be very competitive, to get us out of the tussle and distinguish ourselves we have decided to focus on the concept of 'beauty'. We want to make consumers understand that our farmers know how to do their job well, that their products they are collected at a maximum of 50-60 kilometers from our factories; which in half an hour, three quarters of an hour pass from the field to the processing line and are frozen within three hours”. In other words, the wonder continues.
