As the Italian apple season gets into full swing, Italian marketer the Association of Val Venosta Fresh Fruit and Vegetable Cooperatives (VI.P) is set to embark on a a period of intense promotional activity that will see it launch marketing initiatives with leading partners on several fronts, including tastings, product sampling and prize competitions.
Tying all of the promotional activities together is a focus on what VI.P describes as the superior quality of Val Venosta apples, a level of quality it says is derived from the unique territory in which the fruit is grown.
Over four weeks starting on Saturday 15 October, airports served by Ryanair in Bergamo, Rome, Madrid and Valencia will be one of the primary sites for VI.P’s sampling and promotion activities.
Teams of promoters based in baggage claim areas will hand out the marketer’s apples in small, individual cartons: a unique experience designed to raise awareness among Ryanair passengers of the organoleptic qualities of Val Venosta apples.
From 15 October until the end of November, members of the Italian public will also be invited to take part in another competition, this time to win cameras, holidays and even balloon flights across the Val Venosta.
And during the same period between mid-October and the end of November, Val Venosta apples will feature in several product tasting sessions at retail store level, underlining the quality and, in particular, the crisp taste of the region’s apples.
'The message to shoppers will be clear,' says VI.P marketing manager Michael Grasser. 'Fresh mountain air, a dry climate and prolonged exposure to the sun make the Val Venosta apple a fruit of superior quality.'
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