VI.P focuses on technology and quality service
The Horticultural and Fruit Co-Operatives Association, Val Venosta (VI.P), has noteworthy innovations such as BIOgraphy, a traceability and transparency system by means of which the end customer can consult the website www.biography.vip.coop to find the farmers that have grown every one of the apples from VI.P’s organic line and where the fruit comes from.
As for the rest of its production, a QR code on its apple labels and on the back of its packaging links smartphones and tablets to the website www.lookbehind.vip.coop, where videos and texts on where each piece of fruit comes from are available.
In addition, VI.P is working on expanding its range of club varieties, including apples like Kanzi©, Envy© and Ambrosía©.
Furthermore, it is keeping up its investments in maintenance and improving structures, automating the third warehouse within the association of cooperatives and installing a new waxing line for the red varieties to add to the three existing ones.
VI.P has 7 cooperatives and 1,730 producers who work in the Venosta Valley in the Italian Alps.
Every year it harvests an average of 350,000 tons of Val Venosta apples, its main product, distributing them among 50 international markets, most notably Italy (which accounts for 50% of the produce), Germany, Scandinavia, eastern countries, North Africa and the Middle East, where it plans to continue to expand its penetration.
Spain accounts for 7-8% of VI.P sales.