Along with his wife, Helga, and his son, Manuel, Friedrich Zöschg manages the apple growing in his farm. Nature is especially important for the Zöschg family. "Organics," says Friedrich, "are all about living with plants and respecting their characteristics unconditionally."

That is why he starts every day by biting into an apple. For him, the summer is the best time because he can walk around the orchards and watch the apples thrive. That is when new ideas come to him, like using the mythical power of rock crystals. He gained his well-grounded knowledge at the South Tyrol technical college for fruit production, viticulture and horticulture in Laimburg.

Friedrich grows Golden Delicious, with the red blush which is so typical of the Val Venosta gentle hillside location. He also has red-skinned varieties and cherries, peaches, currants, apricots and plums, with herb and flower beds planted in between them. Which is exactly how nature would do it.