The Mela di Verona project is evolving with the birth of Mela Veneta srl, a new business formed by cooperatives and private warehouses in the Verona and neighboring areas, which aims to strengthen the marketing of local apples under the "Mela di Verona" brand. The brand, for which the PGI recognition process is underway at Mipaaf, is the result of a joint effort by producers and Coldiretti Verona, which supports the initiative to promote the quality and authenticity of the product.
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Consorzio ortofrutticolo di Belfiore (COB), Cooperativa agricola Basso Adige (OBA), European Fruit Group Italy, Lungadige Società agricola cooperativa, agricultural company Castello, and Eredi di Gastaldelli have joined the newly-established company.
"With this new structure, we are consolidating a centralized marketing system which enables us to offer an increasingly targeted and professional service to buyers. Thanks to direct control of the production chain, we can guarantee consistent and unique quality standards, maintaining the high quality of Verona apples along the entire supply chain," comments Stefano Faedo, president of Mela Veneta srl,
Since the beginning, Mela Veneta Srl has taken concrete steps to promote the product. Last August, an advertising campaign was launched in the main local and regional media, with the aim of raising awareness among a wider public for the consumption of a local, high-quality product. "Mela di Verona" apples are already present in numerous sales outlets of the big retail chain (GDO) and are also marketed in the main international markets.
Stefano Faedo
The companies adhering to the "Mela di Verona" brand cover a total area of over one thousand hectares, with a production potential of 42 thousand tonnes of apples. The main varieties include Granny Smith, which is very popular on the international market, alongside Gala and Golden, which are the flagship products of the Verona production.
"To further promote our product, we will attend Fruit Logistica in Berlin (Hall 2.2 Stand C-50 ) from 4 to 7 February, where we will showcase our Verona Apples and distinctive packaging, which tells the story and identity of our territory.
For more information
Verona Apples
Viale del Lavoro, 52
37135 Verona
+39 045 8678247
amministrazione@meladiverona.it