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A taste explosion for Val Venosta apples

A taste explosion for Val Venosta apples
PRESS RELEASE

A turning point in the offering of apples: VIP presents its apples in a completely new way never seen before with own promotional measures for consumers and distribution partners. 

This new apple presentation aims at changing the consumer’s approach when it comes to choosing an apple: no longer according to its color or price or simply by habit but rather by taste so that everybody can find his/her favorite fruit. This is why the new presentation is the discovery of a new world, a fascinating journey inside the varieties and their tastes. The result is a product with an increased value. Similar to wines, the different apple varieties are presented emphatically and emotionally with very detailed descriptions of their taste and specific characteristics. 

VIP thus decided to increase the value of the apple with a new visual and textual representation by revolutionizing the communication in the sector and eliminating technicalities. Following the example of the wine industry, the focus is on an emotional tone. 

This new approach will also be a format for the points of sales to share with distribution partners with the goal of increasing the value of apples, informing the consumers and supporting them to find the taste that most suits their personal preference.

“Apples are unique fruits that are, however, often presented to clients in a trivial and simple way. Every single variety has its own specific characteristics. Due to the enlargement of our assortment we have to address the consumer in an innovative way with a new approach that also includes our retail partners,” explains VIP’s CEO Martin Pinzger.

“We have to start with the basic values and communicate to the consumers that apples can contain up to 300 different aromas. The apples’ variety in terms of taste and consistency is completed by an immense aromatic diversity. All this, however, has been valued far too little so far. The apple is in fact one of the most undervalued agricultural products from an organoleptic point of view. This is why we decided to take an initiative that marks a change by offering an instrument for a new and more appropriate perception of the apple,” comments Fabio Zanesco, Sales and Marketing manager of VIP.

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Benjamin Laimer, VIP’s head of marketing, explains the approach that was necessary to guarantee the use of professional contents and an emotional communication for the consumer at the same time. All this required a structured strategy. The first step was a sensory analysis in collaboration with a well-known Swiss sensory scientist. In addition to elaborating product descriptions in terms of taste, smell, appearance and inner values for all our apple varieties, we also had to make emotional and attractive pictures of the single products. “All these elements guaranteed a 360-degree presentation of the apple,” specifies Laimer. “We can thus best support the consumers in the selection of their favorite varieties.”

 

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VI.P focuses on technology and quality service

VI.P has 7 cooperatives and 1,730 producers who work in the Venosta Valley in the Italian Alps.

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.

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VI.P focuses on technology in service of quality

Technology in service of quality: this is the great innovation that VI.P, the Association of Fruit and Vegetable Cooperatives of Val Venosta, presented at Fruit Logistica 2016 in Berlin.

Technology in service of quality: this is the great innovation that VI.P, the Association of Fruit and Vegetable Cooperatives of Val Venosta, presented at Fruit Logistica 2016 in Berlin.

“Last November,” said VI.P director Josef Wielander, “the GEOS cooperative commissioned a new, cutting-edge automatic warehouse, which will join the two others already in operation, MIVOR and TEXEL, and which will make it possible to optimise apple processing to the highest degree through complete automation of all processes, particularly passage through the calibration, treatment and packaging stages to ensure the high quality and freshness of the apples and allow more product categories to be managed simultaneously at a 5,000 ton capacity.”

Considerable volumes to back up a positive season

“The first months of sales,” said sales manager Fabio Zanesco, “have confirmed the anticipated results, with a good quality-price ratio. In fact, over recent days we have commenced sales of Pinova, which always garners more interest from Italian and European clients and consumers and which we expect to be available from the beginning of the season.”