"Nonetheless, the quality of our apples is excellent and the market is in line with our production, as we are indeed selling what we planned."
Italy, the main market
"In the past, we focused on North African markets. Now, however, it is hard due to politics. The situation in Libya is a source of stress for exporters, things do not always work properly in Algeria, and Egypt has no money. This is why we focus a lot on Europe, and especially Italy, which remains our leading market (absorbing 50% of the production). Then there is Spain, Portugal, Scandinavia and Germany."
Variety assortment
VI.P is carrying out a truly innovative policy - it is in constant contact with various testing centres in America and New Zealand to develop new varieties. "60% of our production is represented by Golden Delicious, but it is losing popularity in Germany and on the other markets."
VI.P is also investing a lot in club varieties, "because they meet consumer demands", even though they represent only 3.5% of the production. AmbrosiaTM, developed in partnership with Rivoira, is proving very popular thanks to its sweet flavour and perfect appearance. EnvyTM, developed in cooperation with VOG, and Kanzi® are also growing."
Another new variety is Yello®, a Shinano Gold apple with a yellow peel that is sweet, aromatic and crunchy. It is of Japanese origin and was developed with VOG.
"A variety typical of Val Venosta is Pinova. It has a sour taste and is obtaining good feedback from consumers. Its production (9,500 tons, i.e. 4%) is increasing and the reference markets are Italy, Spain and Germany."
Organic production
The organic segment is very important and it is growing. "Natural sustainable products are increasingly important for consumers and our organic production meets these demands."
The organic segment is very important and it is growing. "Natural sustainable products are increasingly important for consumers and our organic production meets these demands."
Currently, there are 800 hectares cultivated with the organic method, corresponding to 10% of the total production. "Over the next 3 years, we should reach 15% of the total production. Organic apples are not for a niche market, they must be available in stores."
Sales
"The sales campaign was activated for all main varieties. The first part regarded mostly Golden Delicious, Red Delicious and Gala, and then it was the turn of club varieties with Kanzi®, EnvyTM and AmbrosiaTM. We are now starting with Pinova, which is a late variety," explains Fabio Zanesco (photo below), VI.P sales manager.
"The destocking plan is in line with expectations. The market is more dynamic for red and bicoloured varieties but club varieties are also doing well. At the moment, we have sold around 25% of our apples. Golden Delicious are doing a little worse than other varieties because of the larger quantities of category II produce and because of the problems on North African markets, but we are managing to maintain the rhythm."
"We are halfway through with the Gala campaign, which will end in March. Everything is going to plan with Red Delicious and supplies will continue until early summer. We are optimistic for the rest of the season - quality and shelf-life are very good and, despite the less than ideal conditions on some markets, we are managing the sales with our clients to reach the results we are aiming for."
Marketing and communication
"We will bring local producers into retailer stores to promote the produce. Who better than them to do it? They are a testament to the quality of the produce and can reply to all the questions consumers may have."
As regards wholesalers, they receive one coccinella stamp for each ton of apples purchased from VI.P. "These stamps can be exchanged for advertising materials."
For retailers, there is the possibility to win a €50 voucher for every 30 kg of apples. "In addition, we will send them kits with which to enter a photo contest and win €5,000 of Val Venosta products. There will also be the chance of winning two electric-powered mopeds."
These activities are important because they reflect our policy of direct and transparent communication and enable us to share useful information in real time. "In addition, by tasting our products in stores, consumers can fully appreciate Val Venosta apples."
Future perspectives
"We hope to continue growing while respecting natural resources and safeguarding our incredible valley. We want to introduce new varieties enjoyable by all final consumers."
Contacts:
VI.P soc. coop. agricola
Via Centrale 1/c, Laces (BZ)
Tel.: (+39) 0473 723 300
Fax: (+39) 0473 723 400
Email: info@vip.coop
Web: www.vip.coop