More than 5,000 greengrocers entered by sending photos of their shops and of their displays of Val Venosta apples. 550 greengrocers took part in the first edition and 1,400 in the second.
"Retailers, wholesalers and greengrocers, represent the quality of our fruit. Golden remains the favourite variety on the Spanish market, but club varieties such as Kanzi and Ambrosia are getting more popular," explains VI.P director, Josef Wielander.
The Best neighbourhood prize went to Frutería Gold Gourmet in Madrid (owner in the photo above) for its excellent selection and presentation of the product as well as for its innovative business concept.
Fruit Attraction Director Raúl Calleja with Josef Wielander and one of the winners.
Morilla Fruites at Mercat de la Boquería, won the Best Market Store category. The store pays particular attention to supplying a varied offer and to its customer service. In addition, it has a strategic tourist location in Barcelona. (See photo above)
Last but not least, the Mas y Mas chain, from Río Dobra de Oviedo, won the Best Retailer category, thanks to its quality, presentation and the comprehensive information provided to its clients. (See photo above)
Special mention for COEMFE (Confederación Nacional de Empresarios Mayoristas de Frutas y Verduras), collected by President Andrés Suárez (photo above). It was rewarded for its role as distributor, as it supplies the country, thanks to a well-organised network.
The fair was the perfect occasion to launch the new brand, already introduced in Italy six months ago.
The change in communication strategy involved the entire brand - from packaging to the coordinated image and from the logo to the marketing choices aimed at final consumers.
As reported by VI.P Marketing Director, Michael Grasser, "marketing is not just communication, it must convey the quality of a product. Storytelling is essential. The new brand is just the beginning."
Michael Grasser and Fabio Zanesco.
Sales
With 5,000 hectares and 1,800 producers, VI.P focuses mainly on varietal renovation and club varieties - Kanzi® and EnvyTM, produced in cooperation with VOG, and Ambrosia TM, produced with Gruppo Rivoira, are cultivated alongside traditional varieties such as Golden Delicious, Gala, Red Delicious and Pinova.
"There is a good balance between the domestic and foreign markets - 50% of the produce is destined for Italy and the remaining half goes to Scandinavia (8%), Germany (8%), Iberian peninsula (10%), North Africa, Middle East and rest of the world," explains VI.P Sales Manager Fabio Zanesco.