The re-introduction of bambinella : market strategies

Abstract

Due to its rich historical heritage and its island geography, Malta boasts of a considerable number of fruit and animal cultivars and races which are unique to the Islands. Amongst these one can find Bambinella, a variety of the European pear (Pyrus communis L. ). Although with respect to other popular fruits such as the peach, Bambinella is produced in small amounts, it is still relatively popular in the Maltese Islands, but generally unknown in other Mediterranean countries. Its uniqueness can thus be used as a tool to revive the Maltese rural farming communities and the environment in which they live, as they are slowly fading out. Re-introducing Bambinella and increasing its popularity among the Maltese and tourists who visit the Islands is mainly the task of the producer as the main stakeholder. This is done by carefully considering the impacts that agricultural activities have on the natural ecosystems and adopting methods from which both the farmer and the ecosystem benefit. Once this is achieved the farmer's role is to market it efficiently. This is not done just by selling the fruit per se but also by harnessing the power of the modem role of multifunctional agriculture in all the aspects of the contemporary life, from rural tourism to entertainment and education of fellow Maltese citizens. Being a relatively new member state in the European Union, the Maltese farmer should not underestimate the aids (e.g. quality certification) and tools which are offered to him and should thus use them efficiently.