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Pinzger: “It is at times like these that the solidity of an organisation emerges”


"We have always prepared ourselves for a constantly evolving market. Today the overall situation is very uncertain, not to say hostile, due to serious international tensions, severe disruptions in the logistics sector, cost explosion and market volatility. But we are confident that we will get through this difficult time and emerge stronger. Every company has to find its own solid place in this new and difficult context, and we are ready”.

This is how Martin Pinzger, CEO of VIP, explains the Val Venosta Fruit and Vegetable Producers' Association, which is a leader in its sector in Europe thanks to the quality and variety of its assortment, its role in organic production and the cutting-edge technology and services it offers its distribution partners.

VIP means 1,600 passionate and experienced fruit cultivators, a total production of almost 340,000 tonnes of apples, a homogeneous territory with excellent environmental characteristics in the unique context of the Alps. Val Venosta is therefore legitimately considered Europe's “Apple Paradise”.

"Every successful company - emphasises VIP's CEO - produces by responding to the needs of its target market, and for decades our Consortium with its Cooperatives and farmers has operated with a single objective: to offer its target the right products. A simple and effective strategy that translates into a placement based on solid pillars, which make VIP a reliable and proactive reality, even in an international context of general concern".

Martin Pinzger points out VIP's strengths. "We have the right geographic position in the European context, a market of more than 500 million consumers that can be reached with road logistics in a manageable timeframe. The Val Venosta apples therefore become closer than overseas competitors, who suffer the consequences of skyrocketing logistics prices and difficulties in managing global trade flows".

But there is not only the logistical advantage. "VIP has the right selection for the future, between traditional varieties for the classic markets and innovative/club varieties for the most discerning premium consumers – says Pinzger – add to this access to global research programs for new, good, phytopathology-resistant, sustainable, climate-change-friendly apples".
Organic leadership confirmed at European level. "With around 20% of organically farmed areas, our production of organic apples has exceeded the 50,000 tonnes this year, as a confirmation that our company is continuing to be the leader of the market and currently at the forefront of the European strategic goals for Green Deal and Farm to Fork.

We should not forget that VIP discovered sustainability when nobody was talking about it yet. The Association has been working with beekeepers for 20 years. One third of the entire production is herbicide-free, and this also concerns part of integrated pest control; in addition, further operational measures are planned in the coming years for the comprehensive safeguarding of biodiversity in Val Venosta orchards.

Last but not least, VIP is a technology leader thanks to the strong investments made over the last decades and has a constant innovative approach to research and development in production and product quality management. Likewise, it has developed highly efficient services for retail partners as a true “First Class Apple Partner”.


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