Val Venosta doesn't only produce apples - the summer season is also characterised by strawberries, cherries, cauliflowers, apricots and soft fruit. The chilly air and great temperature change between day and night, combined with the over 300 days of sunshine a year and low rainfall, convey impressive organoleptic qualities to these products as well.
In particular, mountain cauliflowers from Val Venosta are a source of vitamin C and antioxidants on top of being very crunchy and having a delicate flavour. All these characteristics are important in a summer market not particularly keen on vegetables.
FreshPlaza interviewed Reinhard Ladurner, cauliflower sales manager for VI.P-Val Venosta, who confirmed that the produce will become available this week. Volumes expected are in line with the previous year at approximately 3 thousand tons. Summer cauliflowers are destined mainly to the domestic market, especially to wholesalers and retailers.
"Demand is good despite the summer period, also because of the limited supplies. Our main competition are Germany and Poland, but our quality and flavour are better."
Cauliflowers are sold with the leaves on in 40x60 crates with 8 heads. They are packaged in three warehouses of cooperatives part of Consorzio VI.P-Val Venosta.
"Vegetable prices are usually very volatile as they depend on different factors - weather, temperature and volumes. In addition, in the past, we noticed a direct connection between demand and holiday flows. For example, in summer demand drops in Lombardy while it increases on the Adriatic coast."
In addition to apples, other Val Venosta products have adopted the same ladybird logo. The colour changes depending on the product but the brand is more uniform.
"We are optimistic, also because the 2016 summer cauliflower season went well." The produce will be available until late September.
Contacts:
VI.P Coop Soc. Agricola
Via Centrale 1/c
39021 Laces (BZ)
Web: www.vip.coop