Assomela, the Italian apple growers’ association, which represents 80% of the country’s apple production, has chosen Sopexa to run a three-year (2019-2021) communication campaign in Italy and Spain.
Following a consultation with various agencies, Italy’s leading apple growers’ association, Assomela, has chosen Sopexa to run a three-year (2019-2021) communication campaign in Italy and Spain.
This primarily B-to-B campaign aims both to raise awareness amongst department managers and sales staff in the mass retail sector on how to showcase, manage and store the apples at sales outlets and to assist them in promoting the product.
A training programme will highlight the various qualities of the apples that Assomela offers, as well as the way they are farmed, namely in terms of sustainability, quality, safety and hygiene. The programme includes study excursions to Trentino-Alto Adige, to visit the orchards of the association’s member cooperatives, such as Melinda/La Trentina, VI.P (Val Venosta) and VOG (Marlene).
To increase Assomela apple’s visibility on store shelves, a marketing and promotions drive will be run at supermarkets. This will be coupled with special events at the leading trade shows in the sector, MacFrut and Interpoma in Italy and Fruit Attraction in Spain.
 Assomela provides 80% of Italy’s global apple production