Benjamin Laimer, VIP’s Marketing Manager, says: "Our supply chain stands out for the expertise and passion of those who work in the orchards every day. The producers, together with the VIP team, are true specialists in their respective fields, ensuring the highest quality standards from cultivation to commercialisation". However, the collaboration between VIP and its members goes beyond the mere production and distribution of apples; it extends to the active and direct involvement of farmers, who thus become ambassadors of the quality and excellence of Val Venosta apples.
Producers share their stories through “Farmer Life”
The “Farmer Life” project was launched with this purpose in mind, aiming to provide an authentic insight into the daily lives of producers. Some members of the Consortium regularly share images and videos on major social media platforms such as Facebook and Instagram, transparently and passionately documenting the different stages of cultivation. "Sharing real-life experiences is essential to bringing consumers closer to the reality of apple growing", explains Benjamin Laimer.
Since last summer, a selected group of farmers has been tagging @melavalvenosta in their posts, allowing VIP to share authentic content on its official channels, marking them with the “Farmer Life” symbol to make them immediately recognisable. "In this way, we can authentically showcase the work in Val Venosta’s orchards, offering a transparent look at every stage of production: from harvesting to pruning throughout the year. By doing so, we raise awareness of apple cultivation and the dedication behind every apple", concludes Benjamin Laimer.
BioGraphy and apple ambassadors: a direct connection with consumers
Beyond social media storytelling, VIP is reinforcing its commitment to transparency with the “BioGraphy” project. Gerhard Eberhöfer, VIP’s Bio Product Manager, explains: "This project was created to ensure product traceability and offer consumers a direct connection with producers". Thanks to a QR code on “BioGraphy” packaging, consumers can discover the exact origin of the apples they purchase and learn about the producer’s story through images and narratives published on the BioGraphy website. This initiative does not replace legal traceability but is part of a broader strategy aimed at highlighting the human value and dedication behind every Val Venosta apple.
A further step in this direction is the role of the apple ambassadors. "Our ambassadors accompany us to points of sale across Italy to offer tastings, but they also take part in local events and apple tastings along cycle paths and at train stations. Their added value is authenticity: they can describe the quality of our apples better than anyone else", explains Paul Schwienbacher, VIP’s Trade Marketing Officer.
In addition to tastings, the ambassadors offer guided tours covering topics such as cultivation areas, apple varieties, harvesting and storage techniques, as well as the history of apple growing.
Through these initiatives, VIP strengthens the bond between producers and consumers, offering a direct narrative. This approach not only increases trust in the brand but also helps raise greater awareness of the quality and commitment behind every Val Venosta apple.
