Leading Italian apple supplier VI.P, the Association of Val Venosta Fresh Produce Cooperatives, has revealed it intends to extend its reach further in export markets this season.
Based on a strategy of providing 'high-quality products, impeccable service and strong marketing support', VI.P already has customers in more than 40 markets worldwide, with around 40 per cent of its total output going for export.
Germany and Spain continue to be the group's primary export markets, but according to the group other countries like Russia and Greece, as well as the regions of Scandinavia and eastern Europe, are becoming increasingly more important.
As it seeks to build its exports further, VI.P has outlined a number of major marketing programmes for apples which it intends to run during the course of 2010.
In Germany, marketing activities will be managed by the South Tyrol Export Organisation (EOS) on behalf of the South Tyrolean Apple Consortium, of which VI.P is a member.
As well as appearing at next week's Fruit Logistica in the German capital Berlin, the group is organising 400 tasting days at selected sales outlets in the country.
In addition, a special project entitled Mela-Speck-Vino (Apple-Speck-Wine) will attempt to raise public awareness of the South Tyrolean apples PGI alongside the two other regional specialities.
Consumers will also be invited to enter a competition to win trips to South Tyrol, while special newsletters will keep more than 3,000 of the consortium's commercial partners informed about this season's marketing activities.
Meanwhile, Val Venosta-branded apples are due to be presented for the first time on Spanish television screens, with a major advertising campaign set to be accompanied by intensive PR activities – including announcements in specialised publications and promotional billboards close to the main wholesale markets.
During the course of the year, other promotional projects have been planned for Spain, including the distribution of competition flyers offering trips to Val Venosta to boost awareness of the region as a source of apples.
VI.P has also confirmed plans to push ahead with From, an export marketing venture set up in conjunction with other Italian apple companies La Trentina, Melinda, VOG and VOG Products, to develop sales in Russia and other non-EU markets.
'The objective of From is to achieve an export quota of 25,000 tonnes of apples in this first phase,' said a spokesperson for the project.
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