Italian group the Association of Val Venosta Fruit and Vegetable Producers (VI.P) has confirmed plans to continue focusing part of its strategic marketing efforts on promotions at fitness centres.
Launched four years ago, the company's gym programme has apparently enjoyed strong results, underlining the link between healthy eating and regular sporting activity.
During the first two weeks of March, VI.P plans to reinforce that commitment to healthy eating and physical exertion with a major promotional campaign at six leading fitness centres.
The company will return to two of northern Italy's leading fitness centres – the Jolly All Sports in Modena and the Lodi Club in Casalecchio di Reno, near Bologna.
And the group's Val Venosta-branded apples will also feature prominently at four centres run by Virgin Active Italia in Milan, Brescia and Reggio Emilia.
Hostesses are set to distribute more than 10,000 Val Venosta apples to members at the six centres across a total of 18 promotional days.
They will also hand out recipe cards and information leaflets explaining the technological sophistication and environmental friendliness of apple production in the Val Venosta region.
'The juxtaposition of Val Venosta apples and a healthy, active lifestyle is more than natural,' explains Michael Grasser, VI.P's director of marketing.
'Integrated prodiction, certified quality and traceability all the way to the producer are key terms for the Val Venosta brand,' he says.
'Our production is environmentally friendly, but particularly in terms of the final consumer, for whom we want to ensure a fruit that is of the highest quality, healthy, tasty and nutritious, ideally suited to a balanced diet and having a fit and healthy body.'
