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New initiative launched by VIP: La Saporeria

Not just apples but emotions

A new way of seeing and admiring apples: this is what VIP is offering with “La Saporeria”, an initiative that has been studied for a long time and is only now entering its operational phase. CEO Martin Pinzger, Sales and Marketing Manager Fabio Zanesco and Head of marketing Benjamin Laimer presented it during an online press conference yesterday, February 23, 2021.

"Today the focus is on our star: the apple as never seen before, from the inside. With its flavors, its aromas, in a totally new way - stressed Martin Pinzger - The apple business is essentially static, quite traditional, but there has been no shortage of new varietal projects in the last ten to five years, in particular. We have also started to expand our product range: in 2013 we were still below 1% as for new varieties, in 2025 we expect to reach 15-16%."

Martin Pinzger during the online press conference

"This means that there is a majority of traditional apples but they are gradually being expanded by modern flavors in order to allow consumers to find their favorite fruit. This broadening of the product range consequently creates the need to guide the consumer before he goes to the store but also in front of the shelf," continued Pinzger. "Today, consumers choose their favorite apple based on four parameters: habit, family tradition, color of the fruit and the promotional/price factor."

The color of an apple is not always a guarantee of flavor, and with new varieties, there is a risk of failing to meet consumer expectations. "To avoid disappointment, it is necessary to orientate them with useful tools for choice. That's why TrovaMela was created: a path to guide the consumer, based on four colors, which segments the different varieties by taste. It ranges from red for sweet apples, to orange for sweet apples with a hint of sourness, to yellow for sweet-acidic fruits, ending with green for more acidic apples".

Fabio Zanesco during the online press conference

"The apple is an important reference in the fruit and vegetable supermarket department. The latest Ismea data in December 2020 say that the product represents about 16% of fresh fruit purchases in Italy. Then there is the whole tasting part to be considered, as apple has about 300 different aromas - continued Zanesco - With our new initiative, besides giving information, we also want to give the possibility to buy a tasting in order to try something new".

VIP thus decided to increase the value of the apple with a new visual and textual representation by revolutionizing the communication in the sector and eliminating technicalities. Following the example of the wine industry, the focus is on an emotional tone.

Click on the "Play" button to start the video.

Through the consumer will also be able to order and receive directly at home a package of apples enriched with precious information, after having made his virtual journey to discover his favorite varieties. On the other hand, La Saporeria will also be a point-of-sale format that VIP will share with retail partners with the goal of increasing the value of apples, informing the consumers and supporting them to find the taste that most suits their personal preference.

"La Saporeria is a new world where the flavors of apples are at the forefront," added Benjamin Laimer, "We showed the consumer the individual shape of the apple, the different texture of the flesh, the different core and the thickness of the skin. The apple then becomes a work of art!"

Benjamin Laimer during the online press conference

Laimer explained the approach that was necessary to guarantee the use of professional contents and an emotional communication for the consumer at the same time. "In the sensory analysis of the individual varieties, we were supported by Swiss sensory scientist Christine Brugger. Together with her, we were able to identify the individual characteristics of each variety. Based on these results, we decided to rework the entire consumer communication in an attractive, distinctive and emotional way."

The new image of Golden Delicious

"We were able to accomplish this goal through collaboration with photographers Meraner & Hauser. Every single variety, not just the top variety, Golden Delicious, was described in terms of scent, flavor, internal values and external aspects."

The new image of Kissabel®

The new image of Ambrosia™

"All these elements guaranteed a 360-degree presentation of the apple," specified Laimer. "We can thus best support the consumers in the selection of their favorite varieties."

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