VIP Val Venosta strengthens its presence in the Spanish market, the main export destination for the Association of Fruit and Vegetable Cooperatives of Val Venosta, and wins the BAMA Sustainability Award, a recognition that recognizes the organization's commitment to sustainability. These are the key results presented at Fruit Attraction in Madrid, a leading international event for the fruit and vegetable sector.
The Spanish marketing campaign is performing well, with volumes increasing by approximately 1.400 tons compared to the previous season. VIP's goal is to further consolidate its relationships with large-scale retailers and traditional retailers, ensuring year-round product availability and strengthening its position in one of the most important European markets for South Tyrolean apple growing.
The core of the strategy remains the Golden Delicious, a variety particularly popular with Spanish consumers, complemented by an increasingly diverse assortment that includes Cosmic Crisp, Ambrosia, Envy, and Kanzi club apples, in addition to the traditional premium Fuji and Red Delicious varieties. "We are and will continue to be the Golden Delicious specialists in Spain," emphasizes Juan Francisco Rivera-Urdaz, VIP sales manager for the Iberian Peninsula.
Spanish retailers' growing focus on a diversified offering is encouraging the integration of Golden Delicious and Club apples, enabling them to meet the diverse needs of consumers. A key competitive advantage is the climate of the Venosta Valley, where the altitude of the apple orchards and the temperature variations contribute to preserving the quality, color, and consistency of the fruit even during high-temperature seasons.
Alongside commercial development, VIP focuses on sustainability throughout the entire production chain, a commitment recognized by the BAMA Sustainability Award. The award recognizes the association's work with its 1.500 producers, through initiatives that include promoting organic farming, responsible water management, and packaging optimization.
"It's truly remarkable how VIP has made sustainability an integral part of its work throughout the cooperative," says Anne Person, BAMA's Director of Sustainability and Quality. For Viktoria Alber, VIP's sustainability manager, the recognition confirms the effectiveness of a strategy that encompasses all stages of production and is based on measurable and verifiable results.
Participation in Fruit Attraction also provided an opportunity to present a new approach to brand communication. The stand in Madrid, designed with natural materials, wooden elements, and a flowerbed, evokes the apples' homeland and the relationship between agricultural production and the environment.
On the commercial and marketing front, VIP intends to strengthen the brand's visibility in certain Spanish regions by developing greater integration between communication campaigns and in-store activities. "We want to create a direct link between Val Venosta's communication and the point of sale," explains Benjamin Laimer, the association's marketing manager.
Among the planned initiatives is Applepairing, which offers pairings between Val Venosta apples and local gastronomic specialties, with the aim of expanding consumption opportunities. This strategy combines assortment development, supply continuity, and product enhancement, consolidating Spain's role in VIP's commercial growth programs.
