Everything is ready: VIP's mountain strawberry campaign begins this week. A good harvest is expected, around 420 tons, slightly up on last year's volumes. VIP grows 15 varieties, two of which cover 60% of the total production: Elsanta and Aprica, the "favorites" among the Consortium's customers, because they meet their demands in terms of taste, appearance and shelf-life.
From the end of June, small fruits are also expected: raspberries, blueberries, blackberries and redcurrants. A total harvest of about 60 tons is expected.
An increasing share of the strawberries produced by the Consortium comes from soil-free cultivation, to the benefit of the sustainability of the production process and the quality and quantity of the fruit.
“The plants are not grown in the ground, but in a special substrate placed inside raised wooden supports, which we call 'tables' for simplicity' – explains Alessio Rizzon, sales manager for strawberries and small fruits for the Consortium -. This allows for targeted irrigation and fertilization, with a supply of substances that varies based on the needs of the strawberries, without wasting water, nutrients, fertilizers and soil”.
In addition to the advantages in terms of sustainability, this method has other pluses: precise and targeted control of fruit ripening; greater quantities of product per square meter; higher quality (less humidity) and cleanliness of the fruit; easier harvesting, thanks to more ergonomic work; possibility of avoiding the burdensome "annual relocation" of production due to tiredness or infertility of the soil.
“It is our sensitivity to environmental issues, combined with the requests of customers and consumers who are equally attentive to these aspects, that has pushed us to seek agricultural systems that combat waste, and that at the same time are effective in terms of the continuity, quantity and quality of the product,” says Rizzon.
Currently, the soil-less cultivation method is adopted for 35% of the strawberry-growing areas, but the aim is to move to at least 50% in the next few years.
“Of course, growing 'on tables' requires more skills and significant investments, but it is worth it, in terms of efficiency and effectiveness,” explains the manager.
The cultivation of mountain strawberries and VIP berries is concentrated in a unique area of Val Venosta: Val Martello, in the heart of the Stelvio National Park, where the fresh air coming from the Monte Cevedale glacier slowly ripens the fruits and ensures their exclusive taste.
Thanks to the altitude of the different production areas, which varies from 900 to 1700 meters, VIP guarantees excellent quality throughout the season, which runs from mid-June to the end of August. The Alpine climate and the high temperature range between day and night make the taste and scent of strawberries and berries particularly intense and aromatic. “Of course, the added value is given by our farmers, who grow them with wisdom and dedication and harvest them at the right time,” says the manager.
All strawberry growing areas (including land used for traditional methods) are covered with tunnel structures that protect them from rain and hail.
The processing takes place in the MEG cooperative in Val Martello, which, to better respond to the growing volumes and growing market demands, has been equipped this year with two brand new packaging lines.
The packaging also meets the guidelines of environmental sustainability: trays, of 250 grams of product, in 100% recycled material.
Distribution takes place 20% in Alto Adige (shops of cooperatives associated with VIP, DO and local GDO) and 80% in the rest of Italy, equally through GDO and the traditional channel of wholesale fruit and vegetable markets.
