THE APPLE FROM THE NON VALLEY THE ONLY ITALIAN P.D.O APPLE

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1 THE APPLE FROM THE NON VALLEY THE ONLY ITALIAN P.D.O APPLE

2 Today we are going to tell you: Where we are Who we are Where do we come from Where are we going What do we do How we promote our products What are our main assets, our results, projects and long term objectives

3 Non Valley - Trentino WHERE ARE WE? > 2000 sun-hours a year 1000 MSL 400 MSL ha

4 WHO WE ARE A Consortium representing: 16 Cooperatives of apple-growers share-holders growers Ha apple orchards employees and workers 32% Market Share (domestic share) 99% awareness (in Italy) 235 MM Euro turn over in tons of apples in 2014

5 WHO WE ARE 6 main apple varieties Golden 70% - Red 9% - Renetta 8% - Gala 5% - Fuji 6% - Evelina 2% 3 varieties, Golden Delicious, Red Delicious and Canadian Reinette with P.O.D. recognition

6 WHO WE ARE NOT JUST APPLES: Melinda s Cherries and Berries: Non Valley is an area particularly suited to the cultivation of late-ripening cherries, strawberries, raspberries, blackberries and currants! Since the season Melinda can offer to its clients these small delicacies.

7 WHERE DO WE COME FROM? 1960s: > individual farmers with very modest economic returns. 1970s: > 40 small fruit depots in Non Valley. 1980s: 17 cooperatives in competition with each others.

8 WHERE DO WE COME FROM? 1989: Melinda is born! Marketing dep. and Quality Control 1994: Centralisation of sales of processed apples 1997: Centralisation of sales of apples for Export 1998: Centralisation of all sales 2002: Melinda in charge of HR and Depots 2003: Varietal renewal 2014: Start with Cherries and berries Melinda

9 WHAT DO WE DO? We grow, store, sort, pack, promote and sell apples, serving over Clients in more than 40 countries, reaching > Consumers, while trying to pursue our Mission.

10 OUR MISSION Melinda exists in order to maximize - in a sustainable manner and coherently with the Market we address our shareholder-growers profit by the mean of a restless attention to the Quality of our Products and Processes and by preserving our Environment, where we live and work while generating more and more tangible benefits for the Consumers of our products, for our Clients, for our Employees and for the Community in which we operate.

11 HOW ARE WE ORGANISED? ~4.000 share-holder growers 16 cooperatives MELINDA Quality, Storaging Packing and Logistic Marketing & Sales Administration and H.R Sourcing Suppliers - Clients & Consumers

12 MELINDA S MAIN ASSETS 1. Our Territory: the valleys of the Noce river, in Trentino 2. The shareholders growers (~4.000), their orchards and their fruits, all labeled and traceable back to the growers group level - certified for I.P.M.(Itegrated Production Modelling), P.D.O. (Protected Desination of Origin), Global-GAP, Nature s choice.

13 MELINDA S MAIN ASSETS 3. The Human Resources (>1.300 people) and our organization (5 departments, centrally managed), our distributor Partners, our Suppliers (> 100 Italian and foreign companies) and, above all > Consumers. 4. The investments in technology (structures and infra-structures of 7 packing houses) and

14 MELINDA S HYPOGEUM The one and only in the world

15 The Melinda s Hypogeum is the first and only depot in the world designed for the frigo-storage of fruits in the underground environment and under conditions of controlled atmosphere. It has been designed to meet the need of many cooperatives Melinda to increase the space available for the conservation of apples, whose production it s still growing.

16 MELINDA S HYPOGEUM Benefits for Society Environment - Economy 1. the important energy savings (which means reduction of CO2 in the atmosphere) 2. the strong water savings resulting from the possibility of using geothermal energy for cooling the compressor 3. elimination of insulating panels whose disposal generates heavy pollution 4. preservation of the landscape and the agricultural and rural territory avoiding the construction of new buildings on the surface.

17 MELINDA S HYPOGEUM - Visibility First Minister Matteo Renzi visited the Hypogeum on the

18 MELINDA S MAIN ASSETS 5. Our brand, the tool that inables the Consumer to recognise (98% t.a. e 52% S.o.V.) and to choose us (>24,5% consumers' loyalty).

19 MAIN PROMOTIONAL ACTIVITIES

20 November: SPOT + Golden + Vinci February and March SPOT Melinda Evelina April: SPOT Bella Melinda Golden

21 Contest «Più Golden Più Vinci» From 06 november to 18 january 2015 Numbers of the contest: plays, visits on the website, photos, thoundes of s, phone-calles and socialengagement

22 In Store and on Markets Promotions

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24 MAIN SPONSORSHIPS Luca De Aliprandini Ciaspolada Giro del Trentino Melinda Marcialonga

25 Playing Volleyball with TRENTINO VOLLEY

26 On the basketball court with AQUILA BASKET!

27 New DESIGN Adaptive More than fan on the official Facebook Page«Melinda Val di Non»

28 MAIN RESULTS- SEASON t. Golden (> 50% tot Golden consumed by italian families and 70% - 130,000 tons - the Golden consumed by Italian families and distributed through the Wholesale Markets) Strong presence in all the Italian regions

29 Export - Season13-14 Apples are sold in more than 40 countries: Main Target: Russia, Egypt, Libya, Algeria, Tunisia, Morocco, Sweden, Norway, Finland, Denmark, UK, Spain, Greece, Albania, Czech Rep., Slovakia, Bulgaria, Serbia, Poland, India, Vietnam, Taiwan, Korea Tons exported: t.

30 PRODUCTION AND TURN OVER

31 SHORT, MEDIUM AND LONG TERM PROJECTS 1. Continuous improvement of processing rooms and logistics 2. Adjustment of the varietal arrangements 3. Strengthening of the core elements of the brand: Quality, Territory, Sympathy 4. Constant involvement of the social base 5. Creating an increasingly strong sense of belonging

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