"We have been walking the path of sustainability for years. Today we have the chance to inform the general public about this commitment through our TV commercials and in the current times of crisis we also benefit from this choice we made years ago," said Andrea Fedrizzi, marketing and communications manager of the Melinda Consortium from the northern Italian region of Trentino. We met him on the occasion of the Interpoma 2022.
Andrea Fedrizzi
In addition to integrated pest management, investment in research and 'natural' apple preservation methods (e.g., in caves), Melinda applies drip irrigation in all of its 4,000 growers' apple orchards. "You don't find that easily elsewhere in the world. Drip irrigation today still remains a method used by a minority. We do have it and therefore we were able to cope better with this dry year as well."
For about a year now, Ernesto Seppi has been the new president of the Melinda Consortium. Born in Cles on 24 February 1966, Seppi lives in Sanzeno and has a degree in Economics and Commerce, obtained at the University of Trento. He is one of the most important apple growers in the valley.
The president of the Melinda Consortium, Ernesto Seppi (at the microphone), during the presentation of the club variety Morgana, a project in which Melinda also participates as a cultivation partner.
"Ernesto is a man of great enthusiasm and experience," said Fedrizzi. "He wants to make things happen and have a tangible impact on the future of our Consortium. He wants Melinda to continue to grow, building on the solid foundations that have already been laid so far."
Although the Consortium's apple crop is about 10% lower than last season, it is of excellent quality. "This does not change the fact that we remain concerned in these difficult times. There is not only the increase in costs, but also the declining purchasing power of consumers. It is a matter of waiting to see how the situation will evolve over the next 5-6 months. We can fortunately rely on the prominence of our brand, thanks to a long-term work that has now positioned to make us become a leader in the Italian apple market." It is in times of crisis that you see if there are solid foundations.