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Juval cooperative

New packhouse for Val Venosta’s organic apples

Gerhard Eberhöfer
Sales organic products 

Proven technology, innovative façade design and modern art
1st September 2019 is the start of a new era for the processing of organic apples in Val Venosta: the new packhouse at the JUVAL cooperative in Castelbello for VI.P’s entire organic production starts operating.

This important step, which implies – as you can imagine – numerous logistic challenges, goes in the direction of maximum professionalization of our organization for the planning and processing of our organic products with the newest technologies that also include a new high-rack storage that allows us to quickly respond to our clients’ requirements and needs.

Innovation, research and development have always played a fundamental role for Val Venosta’s cooperatives. Now that the high-rack storage at the Juval cooperative has been completed, „Val Venosta’s fruit production” has its 4th modern high-rack storage. Thanks to the foresight of the management and our members’ great trust we were able to develop an overall concept uniting proven technology, innovative façade design and modern art for the first time.

As far as the selection of the technology was concerned, we could draw on the experience of the other cooperatives. For the façade design, however, we decided to launch an idea contest won by the architect Hubert Schlögl from Naturno. Schlögl’s façade consisting of geometrically woven bands adapts to the light conditions thanks to the rough surface of expanded metal. The result is a lively building that reflects the times of the day and seasons. Furthermore, the woven structure reminds of the tradition of fruit baskets.

Here are some important technical data that we would like to underline:

  • Sorting capacity: 60 bins of 300kg each/hour
  • Packing capacity: 28 tons/hour
  • High-rack storage: storing capacity 18,000 bins
Achievement of strategic goals thanks to new investments and reorganization These new investments and the consequent reorganization of our processes allow us to reach a series of strategic objectives of our association from this season. These include:

  • Qualitative improvement for the management of apples thanks to the high-rack storage (FIFO, “First In, First Out”) at a constant temperature that, among others, guarantees an overall view of available certifications (Bioland, Demeter, etc.);
  • Product safety and guaranteed availability for 12 months;
  • Better processing/packing of apples thanks to modern lines;
  • Increased processing capacity and flexibility;
  • Possibility to use innovative packaging (100% cardboard foodtainer, etc.);
  • Better service and fast reaction to market developments.

Visitor area with peepholes of contrasting color, observation platforms and raised walkways A visitor area rounds off the visitor-oriented restructuring of the cooperative. The concept was elaborated by architect Hubert Schlögl, designer Harry Thaler and curator Simone Mair of the BAU cultural organization and allows visitors to get an insight into the production process. Peepholes of contrasting color, observation platforms and raised walkways accompany the apples from their arrival to the packaging station – including a visit of the frosty high-rack storage.

All this is rounded off by an intervention of artist Ingrid Hora who presents her very personal interpretation of the sorting process. The installation called „On your mark, get set, go!“ playfully centers on the element of water and the water lanes of the sorting machine. Life rings, starting blocks and a trampoline accompany the apples on their way to the high-rack storage. Who will get the medal? Is it team Gala, Kanzi or Golden?

The result is a successful harmony of innovation, technology and art according to the motto „The apple in the center of attention“. The Juval cooperative would like to take this opportunity to thank all those who have contributed to the successful realization of the project. Special thanks go to site engineer Michael Hofer, engineer at Pohl + Partner’s, as well as to Kurt Wellenzohn, Mivor’s technical manager who was responsible for all kind of technical questions and put at our disposal for the whole construction period by the Mivor cooperative.

The wish to guarantee the best possible product to clients and consumers led us to the just briefly described decisions and investments that go hand in hand with our social responsibility for the producers of our valley whom we want to offer a sustainable future for themselves and for their children.


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