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Val Venosta (South Tyrol - Italy) launches new apple brand "amélie"

Harvest has just begun in the Italian region South Tyrol and about 277.000 MT apples will be produced in the Venosta Valley during this season. VIP consortium, which joins together many local apple producers, is going to launch a new brand for its apples: "amélie".

"Amélie" branded apples will be offered along with the traditional "Val Venosta" branded apples, but the difference in the two brands will indicate a clear distinction between second category apples ("amélie") and first category ones ("Val Venosta").

Created in February 2008, "amélie" brand is characterized by a light green/fuchsia color-theme, which is very different from the traditional "Val Venosta" logo (that with the ladybird).

As Josef Wielander, chairman of VIP consortium, explains: "Our apples are grown in open fields and so it is natural that sometimes some fruit may be lightly damaged by rains or wind. Damages are simply superficial, being our "amélie" apples just the same as our best apples in terms of inner qualities and nutritional value".

via Principale 1/C
39021 Laces (BZ) - Italy
Phone: +39 0473 723300

Publication date: 10/13/2008
Author: Rossella Gigli


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