VIP – Val Venosta Cooperatives Association is a premier Italian agricultural consortium based in South Tyrol, Italy. Recognized as one of Europe’s leading apple production hubs, VIP unites seven cooperatives across the Val Venosta region, combining traditional alpine farming with cutting-edge quality management and sustainable practices. The association manages the complete value chain from orchard to market, delivering high-quality fruit—primarily apples—to more than 50 countries worldwide.
Core Business
The core business of VIP is the production, packaging, and global export of premium-grade apples. The organization operates under a vertically integrated cooperative model, enabling control over all aspects of fruit cultivation, harvest, post-harvest handling, packaging, branding, and logistics. In addition to apples, VIP also supplies cherries, berries, apricots, and vegetables during seasonal cycles.
VIP is headquartered in Latsch, Val Venosta—a high-altitude valley with optimal microclimatic conditions for apple cultivation.
Product and Service Offerings
Apple Varieties
VIP produces more than 18 apple varieties, including both conventional and organic segments:
- Golden Delicious
- Gala
- Fuji
- Granny Smith
- Jonagold
- Red Delicious
- Pinova
- Ambrosia™
- Bonita
- Kanzi®
- SweeTango™
- Envy™
- Jazz™
- Modi®
- Cripps Pink / Pink Lady®
Organic Apples
VIP is Europe's largest producer of organic apples, contributing over 30% of Italy’s total organic apple production. The association maintains over 950 hectares under organic cultivation, certified under EU regulations.
Seasonal Produce
- Cherries
- Apricots
- Strawberries and Berries
- Leafy greens and vegetables (limited volume, region-specific)
Services
- Retail and wholesale packaging solutions (bulk, consumer packs, private label)
- Cold chain logistics and traceability systems
- Sales and marketing support across Europe and overseas
- Export documentation and certifications
Specialization and Unique Selling Proposition (USP)
VIP’s competitive advantages stem from a combination of geography, cooperative governance, and sustainable practices:
- High-altitude orchards (up to 1,000m above sea level) producing crisp, aromatic apples
- Integrated quality control systems, including selective hand harvesting and advanced sorting
- Sustainability leadership with energy-efficient facilities and organic farming expertise
- Agile marketing with branded programs such as “Val Venosta,” “Bio Val Venosta,” and “From the Heart of the Alps”
Its model allows close proximity between growers and packhouses, enhancing freshness and operational efficiency.
Financial and Operational Scale
As of the latest reports:
- Annual Apple Production: Over 300,000 metric tons
- Organic Apple Share: Approx. 50,000 metric tons
- Farmers Involved: More than 1,600 growers
- Processing Facilities: 7 cooperatives with state-of-the-art packhouses
- Employees: Over 1,000 seasonal and full-time staff
- Export Markets: 50+ countries across Europe, Middle East, Asia, and North Africa
VIP accounts for a significant portion of Italy’s overall apple exports and is a critical supplier for European retailers.
Shipment and Trade Data
VIP exports are tracked across various logistics and customs platforms, with consistent year-round movement of produce. Key trade indicators include:
- Top Export Destinations: Germany, Spain, Scandinavia, UK, UAE, India, Southeast Asia
- Shipping Formats: Palletized cartons, MAP trays, flow-pack retail formats
- Transport Modes: Road freight (EU), refrigerated containers (non-EU)
- Export Certifications: GLOBALG.A.P., GRASP, IFS Food, BRCGS, Organic EU, Bio Suisse, JAS (Japan)
VIP is widely regarded for its logistics precision, often achieving delivery windows of under 72 hours across Europe.
Target Market
VIP supplies:
- Large European supermarket chains
- Organic retail networks
- Foodservice distributors
- Importers and fresh produce wholesalers
In recent years, VIP has expanded significantly into Asia and the Middle East, promoting high-value branded apple varieties to discerning urban consumers.
Capabilities
VIP’s supply chain capabilities include:
- Computerized cold storage systems with over 200,000 metric tons of capacity
- High-speed sorting and packing lines
- Packaging design and customization for private label
- In-house R&D for varietal development and soil health
- Advanced CRM systems for client order tracking and sales forecasting
Certifications and Compliance
VIP maintains one of the most robust compliance portfolios in European agriculture:
- GLOBALG.A.P. and GRASP
- IFS Food and BRCGS
- ISO 14001 (Environmental Management)
- Organic Certifications: EU Organic, Naturland, Bio Suisse, JAS (Japan)
- Ethical Compliance: Sedex/SMETA audited for social responsibility
VIP has been a vocal advocate of transparency and sustainability, publishing annual reports detailing environmental KPIs and social governance metrics.
Customer Testimonials
VIP’s customer partnerships span decades. European retail clients have cited:
- Exceptional shelf-life and fruit firmness
- Reliable season planning and continuity
- Advanced traceability and food safety documentation
- Marketing support with POS material and in-store campaigns
VIP’s B2B partnerships include long-standing supply contracts with some of Europe’s largest fresh produce retailers and wholesalers.
Major Achievements
- Europe’s leading organic apple producer with over 950 ha in certified organic production
- First EU apple consortium to introduce Ambrosia™, Kanzi®, and SweeTango™ on large scale
- Awarded “Best Sustainable Fruit Supplier” by European retail groups (multiple years)
- Pioneered Alpine apple branding with the internationally recognized “Val Venosta” mark
- Achieved 100% renewable energy usage across all cooperative packhouses by 2022
VIP – Val Venosta Cooperatives Association stands as a model of cooperative success, combining centuries-old growing traditions with innovation, efficiency, and market-oriented strategy to deliver world-class apples and fruits to global consumers.