We have a history
A journey through time to the origin of VIP quality
The excellent apple quality in Val Venosta is the result of decades of efforts. As early as the 1950s, our farmers recognised the natural wealth of the valley and decided to use it sensitively and naturally. Even if today state-of-the-art technologies support storage and sorting: The dedication of the farmers and the controlled quality have always remained the same
UVO, the first fruit cooperative in Val Venosta, is founded in Castelbello.
The Val Venosta Fruit Growers' Association (GMO) is founded and Val Venosta/Vinschgau becomes a brand with great future prospects.
With the foundation of AGRIOS (Working Group for Integrated Fruit Growing), integrated cultivation becomes the standard.
The ladybird becomes a fixed component of the Val Venosta brand. It symbolises the natural and sustainable cultivation in Val Venosta.
The Association of Val Venosta Fruit and Vegetable Producers (VI.P) is founded. Josef Telfser is elected as first chairman.
The following year VI.P is recognised as a producer organisation.
Since July 2005, 13 apple varieties, which are marketed under the brand name South Tyrolean Apple, have borne the EU designation of origin p.g.i. (protected geographical indication).
The organisational and marketing structure of VI.P is changed. All products are now marketed centrally by VI.P. This step creates the conditions for a uniform Val Venosta sales appearance on the different markets.
VIP – now without a dot – starts the year 2020 with big news: the association of Val Venosta fruit and vegetable producers gets its own logo for the B2B sector for the first time and positions itself as “first-class apple partner" VIP is also taking off in the consumer sector and marketing itself as the “Apple Paradise Val Venosta”. 2020 is altogether special, because VIP celebrates 30 successful years!
The positioning of the product brand Val Venosta - Val Venosta will also be revised in 2020. Based on the four thematic pillars of microclimate, alpine apple region, passionate farmers and near-natural agriculture, the brand claim "Vinschgau - The Apple Paradise" will be created.