Second Applepairing campaign brings Val Venosta apples together with premium Italian deli products in retail stores
Vip, the Association of Fruit and Vegetable Cooperatives of Val Venosta, has expanded its in-store cross-marketing efforts by pairing its apples with iconic Italian deli items such as ham and cheese.
The initiative is part of the second phase of its Applepairing project, which undertook regional culinary tours in Lazio and Umbria during March.
Now, the promotion has reached supermarket shelves, with tastings and co-merchandising campaigns rolled out to bring the flavour pairings directly to consumers.
According to Vip, the move aims to offer retailers a “fresh take on the apple category” while creating engaging flavour experiences for shoppers.
It includes strategic product placement in-store, where Val Venosta apples are displayed alongside Pecorino Romano DOP and Prosciutto di Norcia PGI, with promoters offering samples and recipe booklets featuring innovative ways to enjoy the combinations.
In Lazio, the Golden Delicious variety and Val Venosta cauliflower were paired with Pecorino Romano cheese in a modern twist on the traditional pasta dish cacio e pepe – described by Benjamin Laimer, VIP’s marketing manager, as “a unique and harmonious combination that impressed everyone”.
“The salty, intense flavour of Pecorino blends beautifully with the sweet, fresh notes of the Golden Delicious, creating a perfect balance between bold and refreshing aromas”.
Meanwhile in Umbria, the Pinova apple featured in a croquette recipe with Prosciutto di Norcia.
According to Vip, these recipes highlight the versatility of its apples and help build emotional connections with regional food culture.
Shopper engagement
A first wave of in-store activations took place in selected outlets of the Cedi Gros Group. Vip reported strong customer engagement and positive feedback, and said the displays had helped to spark interest in both apples and the featured deli products.
For Vip, the latest Applepairing promotions reflect its ongoing commitment to innovating within the fresh produce category and creating value through collaboration with other high-quality food sectors.
“The Applepairing project aims not only to offer a unique taste experience but also to educate consumers on the nutritional value and potential of these pairings,” Laimer comments.
“It’s been a real pleasure to take part and to witness the local community’s enthusiasm for this innovative initiative. The idea of bringing together two high-quality products from different Italian regions has sparked interest and admiration.
“Seeing how warmly this project has been received has been truly rewarding, and we are excited to share an experience with our customers that celebrates the tradition and excellence of our regions.”
