Point of sale promotions and the 3rd edition of the Golden Gold Awards are amongst the actions designed by VI.P for 2016
The Valle Venosta Fruit and Vegetable Producers Association (VI.P) has started off this season with good figures and forecasts. The harvest is showing its normal volumes, around 360,000 tonnes and it maintains its high quality standards regarding appearance, texture and flavour, with pieces that are slightly larger in size. Furthermore, the ecological production line, Bio Val Venosta is maintaining its average of 27,000 tonnes; whilst for Manzanas Val Venosta, where integrated production is used, around 333,000 tonnes have been harvested.
Although the Golden continues to be its star product, VI.P is renewing its varieties, committing itself to the Club varieties, therefore it includes Envy©, Kanzi© and Ambrosía© in its range, strengthening its red apple line.
Manzanas Val Venosta markets its produce on 50 markets, amongst which Italy stands out (with 50% of the production), along with Germany, Scandinavia, the Eastern Bloc countries, North Africa and the Middle East, as well as Spain, which represents between 7 and 8% of its sales.
On the Spanish market, VI.P plans to continue with the penetration plan that it started up a few years ago, with presence in the main wholesale markets, distribution chains and large retailers, as well as working with local traders, reaching local fruit shops and markets.
The fruit vendor. Manzanas Val Venosta is boosting its communication and marketing campaign by placing its focus point on the fruit vendors, for whom it has prepared a free promotional kit, with plans to distribute around 4,500 units. The participation mechanics consist of each customer who buys a kilo of Venosta apples being able to fill in a participation form and hand it to the fruit vendor. Once the inscription period has concluded, if any of the customers have won prizes, both customer and vendor will receive a gift with which the brand wishes to promote purchases amongst consumers and ensuring the loyalty of the fruit vendors working with the produce.
Moreover, from January onwards, the inscription period will be opened for the third edition of the Golden Gold Awards: some prizes that distinguish the most demanding fruit shops in Spain, taking three categories into consideration: local, market and large retailers. In the previous edition the participation figure rose from 500 to 1,400 fruit vendors.
Strengthening the image. Once again, this season Manzanas Val Venosta will be present on the main television channels of Mediaset and Atresmedia. Since the beginning of the year, three commercials have been broadcasted, where useful hints are given about how to choose the best apples and to identify the quintessential Golden apple.
