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VIP rewards with an experience in the Valley the Cedi Gros department staff who brought the Paradise of Apples to the stores
VIP has recognised the ten department heads from the Cedi Gros distribution chain who most effectively showcased the Paradise of Apples in stores.
This collaboration project between the South Tyrolean Fruit Growers’ Association (VIP) and the Roman distribution chain unfolded in several stages: beginning with theoretical and practical training for the department heads, followed by a competition for the best store displays, and culminating in a rewarding experience in the Val Venosta, offered by VIP to the ten department heads who best embodied the values of quality and authenticity of the South Tyrolean Consortium through their displays. The aim of the trip was twofold: to provide participants with a special two-day experience to remember, and to further train them on how to best highlight the potential of Val Venosta apples.
From training to displays: The ‘Wow Factor’ Departments
The two training sessions took place in autumn 2023 and spring 2024 at the distribution chain's headquarters in Rome, where VIP provided 70 department heads with insights into the origin and distinctive features of the Val Venosta apple varieties, and how to present them attractively and effectively based on colour, type, sweetness, or acidity. The training was both theoretical and practical, including a "sommelier-style" tasting that immersed participants in the sensory world of apples. Along with this knowledge, department managers were provided with POP (Point of Purchase) materials such as brochures, variety signs, and ‘Trovamela’ totems, designed to help guide consumers toward more informed purchases.
The results of this training soon became evident in the fruit and vegetable department displays: well-organised, fresh, engaging, and informative, with all the elements needed to highlight the apples, attract customers, and drive sales. Benjamin Laimer, VIP’s Marketing Manager, commented that the displays were "better than expected".
From displays to award ceremony: A ‘Wow Factor’ experience in the Valley
The ten department heads who most effectively showcased the Paradise of Apples were named winners by VIP and enjoyed a trip to the Valley on November 13 and 14.
Among the activities organised for them, a special mention goes to the visit, including a sommelier-style apple tasting, to a women-run farm managed by farmer-entrepreneur Christine Schönweger. Also notable was the Apple Walk experience, a "didactic tour of Val Venosta apples", led by Christine and taking participants through 12 stops in the apple orchards. During the walk, enhanced by the autumn colours, participants learned about the work of apple growers, cultivation methods, and the ecological measures taken. Paul Schwienbacher, VIP’s Trade Marketing Manager, who accompanied the winners, said: "It was wonderful to witness the contagious enthusiasm that spread among the department heads from the very start. It’s valuable feedback for us".
Another highlight was the visit to the Texel Cooperative in Naturno, where the department heads were particularly impressed by the cutting-edge technology used in apple storage, sorting, and packaging.
Schwienbacher added: "The experience they’ll remember most is the one on the Val Senales glacier, where they admired the grandeur of our mountains and enjoyed a lunch of South Tyrolean specialties at 3.251 metres above sea level. Seeing the emotion in their eyes and hearing them say that at -14°C they 'didn’t feel the cold' made us realise that we’ve done a great job".
VIP, committed to fostering synergy between production and distribution, hopes this trip will further strengthen its collaboration with Cedi Gros, contributing to the success of Val Venosta apple sales for both parties in a win-win partnership.
The two training sessions took place in autumn 2023 and spring 2024 at the distribution chain's headquarters in Rome, where VIP provided 70 department heads with insights into the origin and distinctive features of the Val Venosta apple varieties, and how to present them attractively and effectively based on colour, type, sweetness, or acidity. The training was both theoretical and practical, including a "sommelier-style" tasting that immersed participants in the sensory world of apples. Along with this knowledge, department managers were provided with POP (Point of Purchase) materials such as brochures, variety signs, and ‘Trovamela’ totems, designed to help guide consumers toward more informed purchases.
The results of this training soon became evident in the fruit and vegetable department displays: well-organised, fresh, engaging, and informative, with all the elements needed to highlight the apples, attract customers, and drive sales. Benjamin Laimer, VIP’s Marketing Manager, commented that the displays were "better than expected".
From displays to award ceremony: A ‘Wow Factor’ experience in the Valley
The ten department heads who most effectively showcased the Paradise of Apples were named winners by VIP and enjoyed a trip to the Valley on November 13 and 14.
Among the activities organised for them, a special mention goes to the visit, including a sommelier-style apple tasting, to a women-run farm managed by farmer-entrepreneur Christine Schönweger. Also notable was the Apple Walk experience, a "didactic tour of Val Venosta apples", led by Christine and taking participants through 12 stops in the apple orchards. During the walk, enhanced by the autumn colours, participants learned about the work of apple growers, cultivation methods, and the ecological measures taken. Paul Schwienbacher, VIP’s Trade Marketing Manager, who accompanied the winners, said: "It was wonderful to witness the contagious enthusiasm that spread among the department heads from the very start. It’s valuable feedback for us".
Another highlight was the visit to the Texel Cooperative in Naturno, where the department heads were particularly impressed by the cutting-edge technology used in apple storage, sorting, and packaging.
Schwienbacher added: "The experience they’ll remember most is the one on the Val Senales glacier, where they admired the grandeur of our mountains and enjoyed a lunch of South Tyrolean specialties at 3.251 metres above sea level. Seeing the emotion in their eyes and hearing them say that at -14°C they 'didn’t feel the cold' made us realise that we’ve done a great job".
VIP, committed to fostering synergy between production and distribution, hopes this trip will further strengthen its collaboration with Cedi Gros, contributing to the success of Val Venosta apple sales for both parties in a win-win partnership.
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