This is the essence of Applepairing, an exclusive project by VIP – Associazione delle Cooperative Ortofrutticole della Val Venosta. This innovative initiative aims to redefine the connection between territory, gastronomic culture, and mindful eating. At the heart of the project is the dialogue between traditional Venosta apple varieties and iconic Italian specialties – an encounter that reinterprets the taste of apples and bridges authenticity, quality, and wellbeing.
A sensory journey of discovery
Since 2025, Val Venosta apples have traveled through different Italian regions, involving local producers, retailers and consumers looking for the “perfect pairings” between apples and regional specialties.
After the first stops in Lazio and Umbria, the journey continues through Northern and Central Italy, always looking for unique taste experiences: in Veneto, Golden Delicious meets Piave DOP cheese; in Piedmont, Pinova pairs with Alba’s black truffle; in Tuscany, Gala reveals its aroma alongside Tuscan chickpeas. In the South, in Campania, Golden meets local lemons, while in Sicily, Pinova is paired with Modica chocolate, creating an expereince that celebrates Italy’s culinary diversity.
Benjamin Laimer, Marketing Manager at VIP, shares:
“The exceptional quality and variety of the selected ingredients reflect the enormous potential of Val Venosta apples. This journey is not only a culinary exploration but also a step forward for
health and wellbeing.”
RELATED NEWS: European Organic Day: VOG organic apples guarantee year-round availability
The collaboration with Chiara Manzi, expert in culinary medicine, plays a key role in the project. Through scientific precision and culinary creativity, she demonstrates how combining Venosta apples with traditional regional products not only enhances flavor but also strengthens each dish’s health benefits.
Each pairing becomes a perfect balance of pleasure and wellbeing and the apple itself emerges as a versatile, vibrant, and healthy ingredient connecting culinary tradition with modern nutritional science.
Retail experience and shared value
Benjamin Laimer adds: “Applepairing truly comes to life in-store, where purchasing decisions are made. Apples are displayed alongside regional specialties in combined placements, an intuitive cross-selling approach that sparks consumer curiosity and enriches the shopping experience by celebrating the match between beloved icons of local cuisine and apples.”
This model creates value for the entire supply chain:
- For consumers, who discover new flavor combinations and healthy habits;
- For retailers, who stimulate spontaneous purchases and product turnover and stronger loyalty through engaging presentations.;
- For the Val Venosta brand, a distinct identity as an innovative, sustainable, and pleasure- driven premium brand in the fresh produce sector.
The goal is to create a dynamic and distinctive shopping experience that connects emotion, regional identity, and quality, building lasting relationships between consumers, retailers and the brand.
Applepairing is more than a gastronomic project – it’s a journey through Italy that connects
regions, products, and people through the unmistakable character of Val Venosta apples.
