A journey through Italian excellence: Val Venosta apples meet local flavours
The tour began in Rome, where the Val Venosta Golden Delicious apple was paired with Pecorino Romano DOP cheese. “A unique and harmonious combination that impressed everyone”, commented Benjamin Laimer, VIP’s Marketing Manager. “The salty, intense flavour of Pecorino blends beautifully with the sweet, fresh notes of the Golden Delicious, creating a perfect balance between bold and refreshing aromas”. In addition to the simple pairing, a creative twist on the traditional Roman pasta dish “Cacio e Pepe” was proposed, enriched with Golden Delicious apples and Val Venosta cauliflower.
The second stop took Val Venosta apples to Umbria, where the Pinova variety was paired with the renowned Prosciutto di Norcia PGI (Protected Geographical Indication), a typical Italian ham. The combination was showcased in a recipe for “Prosciutto di Norcia PGI and Val Venosta Pinova apple croquettes.” The result was an ideal snack, offering a perfect mix of flavour and energy.
The journey reaches its destination: Applepairing 2 comes in-store
The success of the Val Venosta apple’s journey culminates in the recreation of the experience in retail stores, allowing consumers to discover and savour the pairings. Customers will now be able to sample Pecorino Romano DOP and Prosciutto di Norcia PGI alongside traditional Val Venosta apple varieties. The promoters will offer tastings of this unique pairing directly in the fruit and vegetable section. In addition, they will distribute a booklet featuring an exclusive recipe that highlights a regional specialty, using Golden and Pinova apples in an innovative way. The in-store initiative also includes a cross-merchandising strategy, with tailored displays placing complementary products side by side. This approach creates an engaging shopping experience for consumers, making it easier and more intuitive to discover and choose matching products.
A first cross-selling initiative took place in select stores of Cedi Gros Group, where customers had the chance to taste the pairing of Golden Delicious apples and Pecorino Romano DOP cheese in the fruit and vegetable aisles. The display met with highly positive feedback from customers and helped spark interest in both products, strengthening their connection to the brand.
Benjamin Laimer highlights: “The Applepairing project aims not only to offer a unique taste experience but also to educate consumers on the nutritional value and potential of these pairings. It’s been a real pleasure to take part and to witness the local community’s enthusiasm for this innovative initiative. The idea of bringing together two high-quality products from different Italian regions has sparked interest and admiration. Seeing how warmly this project has been received has been truly rewarding, and we are excited to share an experience with our customers that celebrates the tradition and excellence of our regions”.
