Italian apple cooperative targets further growth in Spain after collecting prestigious sustainability prize from Bama Gruppen
Italian apple supplier Vip Val Venosta says it wants to strengthen its position in the Spanish market, after it scooped a much-coveted sustainability award from Bama Gruppen – Norway’s largest fresh produce distributor and importer – during a successful appearance at Fruit Attraction in Madrid.
The Association of Fruit and Vegetable Cooperatives of Val Venosta, to give it its full name, says it expects to market around 1,400 tonnes more apples this season compared with the previous campaign.
In doing so, it appears to have bucked a downward production trend both in Italy and across Europe.
This is thanks primarily to the altitude of its orchards, which apparently maintained a wide daily temperature range and unique microclimate during Europe’s recent summer heatwaves.
Its aim over the coming months is to offer Spain stable, year-round supply, in what it sees as a demanding market that prioritises the highest quality. That will inevitably hinge on Golden Delicious, a variety of choice among Spanish consumers, as well as more established varieties like Fuji and Red Delicious, alongside newer, licensed ones including Cosmic Crisp, Ambrosia, Envy and Kanzi.
“We are, and will continue to be, the Golden Delicious specialists in Spain,” comments Juan Francisco Rivera-Urdaz, Vip’s sales manager for the Iberian Peninsula.
For Anne Person, Bama’s director of sustainability and quality, the association’s work in developing its production and supply network, involving more than 1,500 individual growers, is exemplary.
She says: “It is truly remarkable how Vip makes sustainability an integral part of its work across the entire co-operative.”
Viktoria Alber, sustainability manager at Vip, comments: “This award recognises our holistic approach, from promoting organic farming to the responsible management of water resources and the optimisation of packaging.”
Firm focus on Spain
Once again this season, Vip has the Spanish market firmly in its sights and will promote its flagship variety Golden Delicious in collaboration with traditional retailers and supermarkets.
As Benjamin Laimer, Vip’s marketing manager, explains, the brand’s visibility will be increased in selected regions.
“We want to create a direct link between Val Venosta’s marketing communications and the point of sale,” he says. “Consumers should recognise the Apple Paradise messages they have encountered through various communication channels when they stand in front of the shelf.
He adds: “Val Venosta apples are also promoted through innovative initiatives such as Applepairing with local specialities.”
