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Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

VI.P launches new brand

Amélie apples have been introduced in Italy

VI.P launches new  brand

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The Association of Val Venosta Fruit and Vegetable Producers (VI.P), based in north-eastern Italy's South Tyrol region, has launched a new brand called amélie for Class II apples.

The new trademark is intended to help achieve a distinction between the fruit and premium product sold under existing brands linked to origin. "We wanted to have a clearer distinction between our Südtirol and Val Venosta brands – which are very much associated with our geographical location – and our Class II products," said marketing manager Michael Grasser.

The company, which is targeting increased export sales in Spain and Scandinavia this year, has also now achieved ISO 14001 certification for its organic production.

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