The article marks the start of the PGI Blood Orange season from Sicily, which is expected to be available in Italian markets by Christmas. Gerardo Diana, the president of the Consortium for the Protection of the Blood Orange of Sicily, hiked to the summit of Mount Etna to pay tribute to the volcano's role in the fruit's ripening and to express gratitude for its influence. The blood orange, one of the top five preferred fruit and vegetable products in Italy, is marketed in several varieties throughout the year. The consortium includes over 400 growers, 62 packers, and three intermediaries, with a marketing value of €40 million in the 2021/22 season despite the product being available for only four months a year. The consortium emphasizes the importance of sustainable cultivation, covering 6,000 registered hectares.