A good season for the Cuneo Red Apple PGI

Cuneo red apples are the most attractive ones grown in the Piedmont region of Italy and the new promotion campaign for their PGI, the Identificazione Geografica Protetta della Mela Rossa Cuneo, is under starter’s orders. It will be run by Assortofrutta through the three PO (producer organisation) members of the PGI’s Protection Consortium: Piemonte Asprofrut, Ortofruit Italia and Lagnasco Group. In this segment of the Piedmontese fruit sector around 200 farms have already registered with the PGI control system, with an estimated overall turnover of €13 million. Emphasizing the special quality of red apples from the Granda (big) province of the Piedmontese valleys, the slogan claims: “Bite into the mountain: quality grows high up!”, setting an almost colloquial tone for the explanation of this recent European recognition that begins: “APPLE, will you tell us about the Cuneo PGI?”. It only takes a few words to respond to the consumers’ desire for quality, and “red, crunchy and sweetly melting” is the unprecedented collection of adjectives that reveals the ‘mystery’ of just how good these prized Cuneo PGI apples are, in all their four varieties: Gala, Red Delicious, Braeburn and Fuji, briefly glimpsed in the background graphics.
As Domenico Sacchetto, chairman of Assortofrutta and of the Cuneo Red Apple PGI Protection Consortium, commented: “This is an important start to help to increase brand recognition and strengthen the nutritional and sustainability values associated with it, both in Italy and abroad. For this reason we thought we would do an online promotional launch on the social networks as well, to ensure high visibility and reach the greatest number and diversity of new customers through a dedicated fan page.” Offline, the major retailers will provide the stage for in-store marketing and various types of consumer sales promotions to complement the cross-media communications through both trade and generalist channels.