VI.P is reorganising

Val Venosta

VI.P has made a series of changes in its organisation to emphasise its reaction capacity on the markets

In light of the company’s organisational changes, the general manager of VI.P, Josef Wielander, underscores that “in recent years, the cooperative members have made important technological investments; their biological area has expanded significantly (in 2019 this will reach 800 hectares) and they have acquired the rights for varieties such as Kanzi®, Envy™, Ambrosia® or Yello®. For all these reasons, it is the time to update the internal organisation and to face up to the changes on the market, where both traditional and new varieties are sold side by side and where new competitors and new customers are also appearing.”

“The key to the next few years will be a redefinition of the supermarket shelves and the offer in apples, which today is being extended rapidly and can be confusing,” the executive confirms.

With this new challenge, the Italian giant will now combine the Sales and Marketing departments under a single sales management, led by Fabio Zanesco, who has spent the last ten years coordinating the sales of VI.P and developing the market on the Iberian Mainland, which has enjoyed a substantial rise.

In the recent restructuring, Benjamin Laimer will be responsible for the marketing area, taking charge of the operational part and of the full implementation of the trade and consumer programmes.

Christiane Gfrei, who has an in depth knowledge of the company, will be the new Sales Manager for Spain and Portugal, although no changes will occur in the investment policies for the two countries, with markets that are amongst the most important ones. Gfrei guarantees that “we will have to work very actively and agilely over the next few seasons to activate new projects. I am ready and I know that I am backed by the entire company, so I am now just waiting for the customers at the next Madrid Fruit Attraction Trade Fair in order to start up the new campaign.”

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