The Melinda brand was founded in 1989 by the Val di Non and Val di Sole cooperatives. To celebrate its thirtieth anniversary, the Cocea cooperative, one of the 6 members of the consortium, will renew its apple sorting plant.
"We will install a technology that will provide us with the possibility of assessing the internal quality of the fruit in a non-invasive way. Operations will start in May and continue until January 2020. In the meantime, processing will be transferred to other facilities," announced president Michele Odorizzi.
Melinda counts 4000 partners, 1300 employees, 6700 cultivated hectares in two valleys with 6 varieties of reference. In 2018, it stocked 440 thousand apple tons. Every day, 80 lorries deliver apples all over Italy (30% goes abroad as well).
"The ongoing advertising campaign on Spanish TV is going very well - we have doubled our sales in Spain. India is also becoming quite an important market for us."
Look at the photos!The Mondo Melinda store will be renewed
"All surveys indicate that our brand is the best known. It is not by chance that we purchase 2.5 billion stickers every year," explains marketing manager Andrea Fedrizzi.
Mondo Melinda is the store located near cooperativa Cocea in Segno di Predaia (Trento): everything made with Val di Non apples can be found here. Melinda allows the use of the brand thanks to specific agreements, provided that processers guarantee the best quality and the use of branded apples.
Look at the photos!A stroll among Florinda stalls
During the tour organized by Melinda for a group of journalists, they also had the chance to see Florinda, a local event that takes place when apple trees blossom. The streets of the town become an open-air market with stalls selling typical local products.
The event could grow and improve, especially if organizers manage to make it more characteristic and focused on the world of apples and apple-related products.