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Fabio Zanesco (VI.P)

Italy: October is the month of Red and Golden Delicious apples

Because of the 10-12 day delay in the harvesting of apples in Alto Adige, the marketing of fruits has been delayed as well, so sales began in mid-September.

"Sales in Italy and abroad started around two weeks ago with the Gala variety, the first that was harvested. Fruits are of medium-small grades but the quality is excellent and therefore we will be able to supply both our clients and channels," explains Fabio Zanesco (in the photo below), sales manager for VI.P.

"The processing and sale of Red Delicious will start at the beginning of October. Golden Delicious will start from mid-October, and this year they have their typical 'little red face' thanks to ideal weather. We are quite optimist as regards the markets, as they seem ready for the new produce."

VI.P is now available on 48 markets (among which are Italy, Germany, Scandinavia, Spain and the Mediterranean), and exports represent 45% of the turnover.

"Exports are essential for the success of each campaign. The domestic market is still the main one, but a lot of our produce is sent to European. We have to maintain our share in Europe but at the same time we are looking at new areas to expand. In addition to usual destinations like Russia, Africa and the Middle East are also becoming the centre of the development strategies for the next ten years."

About the recent opening of the US market to Italian top fruit, Fabio Zanesco said that, "each new opening is good news. Of course each outlet must be developed slowly, depending on what's on the other side. As regards the States, we obviously cannot do a "commodity" work, as the continent is already a strong apple producer, and therefore we must provide niche products able to exalt Italian typical products with respect to those consumers who are already inclined towards made in Italy produce. I am thinking about the many Italian-American communities and the H&R sector. We will operate through the FROM consortium in the US."

Play to watch the interview to Fabio Zanesco.


Contacts:
VI.P Coop Soc. Agricola
Via Centrale 1/c
39021 Laces (BZ)
Web: www.vip.coop

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