Val Venosta apples, partnership made up of seven cooperatives that bring together a total of 1,750 producers that cultivate more than 5,000 hectares in the Venosta Valley (Italy), has suffered a 25% decline in the production this year. This is due to weather conditions, but the association expects to supply 48 markets, among which are fundamentally Italy, Germany, North Africa and the Middle East, Scandinavia and Spain.
For the 2012-2013 season, the brand is committed to the Spanish market, "as the size and flavor of this crop is especially suited to the demands of its consumers," say sources from Val Venosta. The variety Golden Delicious accounts for 70% of production (about 190,000 tons).
The association estimates that "the price of the product may rise considerably compared to last year because of the imbalance between supply and demand." Turnover for the year 2011-2012 amounted to 201 million Euro. The main market for Val Venosta is the Italian one (which sells 51% of its production), while Spain, which was introduced in 2010, represents 7% of sales.
The advertising campaign and brand communication in Spain will enhance the quality of the product during all season. Therefore, the advertising campaign slogan will be "Val Venosta apples, delicious and crispy whole year long." During the year it is also planned have retail shares, mainly in Seville, Zaragoza, Madrid, Tarragona and Valencia, to get to 850 fruit shops around the country.