BioGraphy: an in-store project by Vi.P for both consumers and retailers

BioGraphyWith ‘BioGraphy’, Vi.P confirms its attention for retailers. This producers association in ‘Venosta Valley’ intends to approach the consumer taking the individual farmer in the sale points, to explain and illustrate the secrets of organic top quality apples, cultivated in the mountains. BioGraphy is the project proposed by VI.P - Bio Val Venosta created in order to offer consumers clear information concerning organic production of local apples in this south Tyrolean area, coming directly from farmers’ voice.

The farmers / testimonials in Venosta Valley become the protagonists not only for moments of animation, but for all the promotional activities both in store and as for support communication.This project raises a little surprise, but then the unusual testimonial is able to provide personal information and curiosities, and also direct testimony of passion, pride, and enthusiasm of the most complex production of this valley.

The collaboration with some selected retailers is creating ‘BioGraphy’ spaces: they are set up within the fruit and vegetable departments and exclusively dedicated to ‘Bio della Val Venosta’ organic apples from Venosta Valley. These spaces are engaging thanks to both pictures of peasants at work and intense aromas of apple and natural colours. They are ‘tasting stations’ with high potential in terms of commercial yield.

The whole concept of this setting is designed in order to put the consumers in contact with the organic world of Venosta Valley: on each package, producer’s name is printed. When entered the homepage of website, this name allows direct access to this producer’s card. Commitment and passion for one’s work, as well as information sharing, are the values ​​that make

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