"Demand at the moment is looking quite normal. Things have slowed down slightly with respect to the first few weeks, but it is nothing to worry about. We are active towards all of our destinations in Italy, Europe and beyond and we are progressively increasing volumes, even though our peak will be between February and May 2014."
As regards quality, the VI.P managers confirm that apples have smaller grades than average, but "as our production is at normal levels for Val Venosta, i.e. 350,000 tonnes, there are no immediate problems and we can satisfy the needs of our clients by all channels. From a strictly commercial point of view, the pressure will obviously be on smaller produce, but we are already working on a way to solve the problem."
Currently, the cooperative is working with its three main varieties i.e. Golden, Red Delicious and Gala. "We also have limited quantities of Fuji, Granny Smith and Morgenduft and we are processing the few Kanzi®, which will be available in a few days."
The decrease of stored volumes is regular. The managers refer that "because it was cold in spring last year, 20% of the volumes were missing, so this year cannot be compared, but at the moment we are satisfied with sales. Our produce will be available until September 2014, so we will cover 12 months."
As regards competition in the apple market, Fabio Zanesco says that "of course there is competition, especially from France, Germany, Spain and Poland. But we know we have produce that has better quality, and our clients know that too."
Special offers
The cooperative is very active marketing-wise. Michael Grasser says that "various activities for the main export markets are currently being prepared. For example, a campaign is starting in Spain with the aim of rewarding greengrocer's and produce operators. We feel it is very important to work with them as they work between producers and final consumers."
The poster for the Val Venosta campaign on the Spanish market.
"Next year the TV, web and social media campaign will start. Crunchiness will be the main theme, as it is one of the main characteristics of Val Venosta apples. The claim catches the essence of the campaign - Mela Val Venosta. Si sente che è diversa (Val Venosta Apples. You can tell they are different)."
A special place is reserved for kids. "We try to reach younger consumers with our Crocville line. In fact, the target group is kids between 3 and 8. The pack is made of 6 Val Venosta apples placed and a colourful and cheerful tray. The objective is to promote apples as a fruit for kids and to attract them towards a correct and balanced diet."
Apples in Italy
Together with bananas, apples are among the most popular fruits in many countries, for example Great Britain and Russia.
"Apples are very popular in Italy too. Consumption is high and, even if it decreased a little in the last few years, it is rather stable. The same goes for Spain, even though figures are a little different, as the country is an important producer of stone and citrus fruit. In any case, just go in any store in Italy and Spain to have a look at the space dedicated to apples with respect to that for other produce. This is why we have to be available throughout the year and cooperate with both clients and distributors."
Contacts:
VI.P Coop Soc. Agricola
Via Centrale 1/c
39021 Laces (BZ)
Web: www.vip.coop
