Farmers at heart of new project, with several sharing stories on social media and even taking part in store tastings
Vip, the Association of Fruit and Vegetable Cooperatives of Val Venosta, has put apple growers at the centre of its consumer marketing efforts this year.
The group’s new Farmer Life promotion involves a number of producers, who have agreed to feature in images and video shared on social media, as well as in-store events, to forge new connections with the people who buy and eat the apples they grow.
As Benjamin Laimer, Vip’s marketing manager, explains, the company wanted to develop a communication strategy that puts those farmers at the heart of the narrative, and recognises them as the real stars of its South Tyrolean ‘Apple Paradise’.
“Our supply chain stands out for the expertise and passion of those who work in the orchards every day,” Laimer says. “The producers, together with the Vip team, are true specialists in their respective fields, ensuring the highest quality standards from cultivation to commercialisation.”
The Farmer Life aims to provide an authentic insight into the growers’ daily lives of producers, and since last summer some have already posted on platforms such as Facebook and Instagram to document different stages of cultivation.
“Sharing real-life experiences is essential to bringing consumers closer to the reality of apple growing,” Laimer suggests. “In this way, we can authentically showcase the work in Val Venosta’s orchards, offering a transparent look at every stage of production: from harvesting to pruning throughout the year.”
He adds: “By doing so, we raise awareness of apple cultivation and the dedication behind every apple.”
Active role
Beyond social media storytelling, Vip has continued with its BioGraphy project, which allows consumers to connect with information about growers via QR codes on packs, and .
Vip trade marketing officer Paul Schwienbacher believes the addition of some apple growers as ambassadors, who take part in tastings and other local events, brings new impact to this year’s campaign.
“Their added value is authenticity,” he says. “They can describe the quality of our apples better than anyone else.”
