Naturno has a very particular location. It is close to the spa town of Merano and directly below the vast mountain peaks of the Texel Group. This is the spot in the Val Venosta which receives the most sunny days in the year and where Karl Klotzner has built up his business, which he now runs with his son. He owns most of the land he works and leases a little too. Karl is clear about what he likes most in his work: "taking care of the space between the rows. It's as if my circuits need earthing, and this is what gets me into contact with the earth." He has done many continuous education courses which have all sharpened his understanding of environmental inter-relationships. Karl converted to organic farming in 2000 with the desire to produce apples in a way which is close to nature. Protecting the soil is the most eloquent argument in favour of organics. Karl opines that "the earth is not there to be consumed. We have to work with it. Only then will we be able to leave a natural environment to the next generation in which they will be able to grow anything worthwhile".