Italian apples: great prospects for marketing in the new season
Georg Kössler sums it all up in a single sentence by saying that: "The commercialization of the season which is coming to an end, has gone through its ups and downs." On the occasion of "Interpoma," a specialized trade show that revolves around the apple industry production, scheduled for 15 – 17 November 2012 in Bolzano, the President of the AltoAdige/South Tyrol Agricultural Apple Consortium along with other chairmen, will hold conferences relating to the company-economic situation in areas appertaining to the most significant apple orchard cultivations of Europe and on their organization's marketing operations.
As Georg Kössler affirms: "The behaviour relevant to apple consumption, is currently extremely variable: demand fluctuates between highs and lows. The economic crisis has struck also our sector. The consumer's uncertainty is more than obvious. "The enormous amount of harvest have contributed to worsen the situation in regard to sales: even the traders from the Alto Adige/South Tyrol region, had to place on the market a record harvest equivalent to 1.2 million tons of apples. In spite of the adverse circumstances, it proved to be possible to sell the enormous amounts as predicted, in such a way that at the beginning of the new season's yield, the storehouses were actually empty. The initial tentative, unofficial forecasts in regard to the harvest, usually tend to be optimistic: in Europe it is understood to remain below the production of 10 million tons of harvest along with a significant decrease in respect to the previous year.
But how do the AltoAdige/South Tyrol region traders react to the uncertain equivocal situation? Georg Kössler explains it in these terms: "We are constantly in search of new customers and markets. The Italian and Germanic markets were, are, and shall continue to be major markets relevantly to the apple trade business industry in the Alto Adige/South Tyrol region, albeit the sensitive records testifying the consumer's disaffection to the product. In consideration of the rather critical conjuncture, we are ceaselessly looking for a solution of continuum, in order to penetrate new markets such as those in: Arabia, the Middle East, North Africa, and Eastern Europe."
In order to exploit the synergies, both co-operatives of the VOG and the ViP Alto Adige/South Tyrol region producers, formed an alliance and by means of the "From the Italian Alps" trademark, managed to cross the threshold of the Russian market as well as the Indian one, along with other two co-operatives of producers from the Trentino region. We will systematically examine the markets," Kössler continues, saying that: "With the apposite quality and a consequential publicity policy of the trademark, we will be in the position to meet the demands. Moreover, the President of the Alto Adige/South Tyrol Agricultural Apple Consortium acknowledges that the potentiality of the 'club' variety, albeit convinced that the new variety which differs from the traditional assortment, will nevertheless, always and however, cover a sole sector of a corner in relation to the market.
On this occasion of "Interpoma," the International trade show specialized for cultivation, storage and marketing of apples, Italian and foreign chairmen, will explain and illustrate the economic situation and the market trend in the upmost important zones of cultivation of Europe.
On November 15th, “The apple in the world”, that is, the International congress, hosted in the Congress Centre of the Bolzano Fair, will begin with a speech given by Desmond O'Rourke (Belrose Inc., Pullman (U.S.A.), pertinent to global trends concerning production, marketing and consumption.
For more information:
Alice Camellini and Francesco Reggiani
Interpoma
Tel: +39-059-7863894
www.interpoma.it