The article highlights the challenges faced by the fruit growing industry, particularly peaches and nectarines in Northern Italy, due to significant production cost increases outpacing sales price rises. The economic crisis has led to a decrease in consumer purchasing power, resulting in reduced prices and increased promotions. Additionally, the sector has been impacted by high costs of electricity, irrigation, pesticides, and fertilizers, which have not been offset by the selling prices. Despite these challenges, the summer season brought positive results for watermelons in Southern Italy due to effective irrigation. The situation has prompted the president of the National Product Federation of Confagricoltura, Michele Ponso, to call for an urgent meeting with regional product presidents to discuss the issues and seek support from institutions.