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New Market Presence for the South Tyrol Apple PGI.
A new era has begun for South Tyrol's apple industry. In early 2006, the new trademark “South Tyrol Apple PGI” (protected geographical indication) was officially introduced. It was accompanied by a completely new market presence. The fruit industry is first of all restricting the “South Tyrol PGI” campaign to advertising abroad. In Italy, the major producer organizations VOG (the Association of South Tyrol Fruitgrowers Cooperatives) and ViP (the Vinschgau Valley Producers) will continue to market under their own trademarks “Marlene” and “Vinschgau”, respectively. At the Interpoma tradeshow, which is held every two years in Bolzano, companies present innovations in the areas of the cultivation, storage, marketing, and sorting and packing techniques of apples.
The protected European designation of origin (PGI) is to be regarded as more than just a guarantee of quality and origin of the apple; it also guarantees a comprehensive EU-wide protection against the improper use of, imitation of, or allusion to the designation. The application procedure with the EU lasted more than four years, all the way up until December of last year when the last necessary signature was affixed to the documents. With that, eleven apple varieties may now carry the PGI designation: Golden Delicious, Red Delicious, Gala, Fuji, Granny Smith, Morgenduft, Braeburn, Elstar, Idared, Jonagold, and Winesap.
There are three preconditions for the protection: 1. the product must originate in South Tyrol and the origin must be traceable, 2. the apple possesses certain properties as a result of the particular climatic conditions, and 3. the quality is particularly high as a result of certain cultivation and processing methods and is guaranteed by a thorough system of control from the producer all the way to the store shelf.
The South Tyrol apple industry has taken advantage of the opportunity of the granting of the PGI to redesign its trademark in accordance with the new South Tyrol umbrella brand, with which South Tyrol is advertised as a vacationland and, at the same time, as the area of origin of numerous quality products. According to experts, the combined word and figurative mark and the South Tyrol panorama – the color-striped stylized Dolomite range – has a high recognition value. The ladybug is a sign of the integrated, environmentally friendly, and controlled method of cultivation.
Over ninety percent of the apples that are cultivated in South Tyrol are marketed through cooperatives, with the remainder being sold by auction houses and independent dealers. In addition to numerous exhibitors, the fruit industry of South Tyrol will also be presented on the occasion of Interpoma, the international tradeshow on the apple, which will be held this year from November 9 to 11 in the Bolzano Exhibition Center in South Tyrol, Italy.
Additional Information may be found at: www.interpoma.it
Bolzano, May 2006
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