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We have a history

A journey through time to the origin of VIP quality


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.


After revision of the corporate strategy VI.P presents itself with a new image.
Two ladybirds, one red and one yellow, now characterise the Val Venosta apples.
Learn more about the two ladybirds


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.