Marlene Apples bring a corner of South Tyrol to Spanish wholesale markets

A new marketing campaign is under way to promote Marlene apples, which are grown in the heart of the Italian Alps by members of the VOG Association. After featuring in Fruit Attraction, the trade fair for the international fruit and vegetable sector held in Madrid from 4 to 6 November, the seven varieties have reached the wholesale markets in Spain’s main cities.

Following its participation in Fruit Attraction, the Spanish trade fair for the international fruit and vegetable sector held in Madrid from 4 to 6 November, the VOG Association, the sole Italian exhibitor at the event, has confirmed its interest in the Spanish market. The South Tyrolean fruit growers’ association has also announced the start of an intensive promotional campaign, which will focus on the seven varieties of Marlene apple - Golden Delicious, Red Delicious, Granny Smith, Fuji, Royal Gala, Braeburn and Stayman Winesap.

The new campaign is scheduled to kick off in November with a series of promotions in wholesale markets throughout Spain’s main cities, namely Barcelona, Palma de Mallorca, Valencia, Alicante, Seville, Madrid and Tenerife. From 9 to 20 November, a packed calendar of initiatives is highlighting the qualities of Marlene apples, which carry the “Mela Alto Adige IGP” (South Tyrol Apple PGI) designation and the instantly recognisable blue label synonymous with quality, freshness and taste.
During the promotions, trade professionals will have the opportunity to discover the world of Marlene and the characteristics of its seven varieties, which have been sold in Spain since the early part of 2008. Visitors will also be able to receive a special gift and win prizes in a competition devised by the VOG Association for Spanish wholesalers and retailers.

“We have great belief in the Spanish market and with this new promotional campaign, we aim to communicate to an even wider audience the values of excellence and natural goodness which the Marlene apple represents,” explains Gerhard Dichgans, Director of the VOG Association. “Over the coming months we will carry out various activities directed not just at wholesalers and retailers but also end consumers”.

The campaign, which initially targets wholesale markets and greengrocers, confirms the VOG Association’s intention to take Marlene apples into the places where consumers carefully select their fruit. The aim of the new marketing campaign is to pick up on and intensify the previous campaign, which was predominantly conducted in Catalonia with highly satisfactory results, expanding the brand’s territorial reach and appealing to an increasingly diverse audience.

For more information www.marlene.it

Publication date: 11/20/2009

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