As a natural evolution of the BioGraphy project, created by VI.P - Val Venosta, to provide consumers with correct clear information about organic apple production in Val Venosta, producers were brought to a selected number of supermarkets in direct contact with consumers. Among them was Simon Ruatto, the 26-year-old member of an apple-producing family.
The founder of the family business, Simon's grandfather, was one of the first to plant apples after the First World War. Five years ago, the family decided to implement organic cultivation techniques. "It's a way to have a lower impact on the environment and to protect it. We noticed an increased biodiversity in our orchards as a consequence."
"I immediately thought that becoming directly involved with consumers was a good idea so I visited a few supermarkets in Veneto."
He found out people are interested in learning more about the origin of apples, about how they are grown and processed and about how they reach supermarkets. Simon answered all the questions with the help of displays and nutritional charts. He noticed how all consumers have different tastes, with a considerable share preferring the sweeter varieties rather than the more acidic ones.
"I did not expect it. It was a great chance to make people learn about all the hard work behind a single apple. The only downside was that many were in hurry and did not have time to listen."
Nonetheless, Bejamin Laimer, VI.P trade marketing manager, reported that "feedback was excellent both from the chain and consumers. Also because producers are perceived much differently than promoters. Describing the hard work behind an orchard is something only growers can do."
The fact that many were in a hurry is also a useful indication of the fact that the produce must be supplied packaged as well as loose.
It also emerged that consumers recognised the mark and recognised the produce as being from Alto Adige. "We realised we can learn about the needs of consumers, especially for what concerns packaging, varietal assortment and preferences. In an increasingly competitive market, we need to find ways to stand out. Simon visited three stores and helped us learn more about consumers. The producers interested in the initiative where trained and immediately put to the test."
The Consortium is also working to train the personnel working in direct contact with the public. "We invited a few fresh produce section managers over to show them how it all works. We feel that, in the future, the system will have to rely on increasingly professional and knowledgeable operators."
"Feedback was great in this case too, as many operators are now selling apples in an entirely different way. Not many knew that apples are very delicate, for example."
Once again, Mela Val Venosta proves to be attentive towards its partners and establishes relationships with its customers by bringing operators to local stores.