Puglia is witnessing a surge in the cultivation of exotic fruits and berries, with the area under exotic crop cultivation expanding by 45-50% between 2017 and 2020, covering 500 hectares. This trend, initiated by the Italian Horticultural Society's proposal to replace olive trees affected by Xylella with avocado trees, includes the planting of avocado, mango, banana, red Goji berries, and Aronia berries. Despite the challenges, Coldiretti Puglia views this as a sign of innovation and a way to meet consumer demand. A survey by Coldiretti-Ixè indicates that 61% of consumers would prefer to buy local bananas, mangoes, and avocados over imported ones, and 71% are willing to pay more for locally sourced exotic produce, attracted by its freshness and Italy's low rate of agri-food products with irregular chemical residues.