This is the aim of the agreement announced by the Melinda Consortium and the Val Venosta Fruit and Vegetable Cooperatives Association (VIP), which is set to take effect in 2026. In short, this historic agreement brings together two different regions for the first time, uniting them under the common goal of creating new growth opportunities and improving producers’ profitability.
Cherries have long been a key part of the product offerings of Melinda, a second-level consortium comprising 16 cooperatives and 4,000 members, and VIP, an organization aggregating seven cooperatives and 1,500 farmers who cultivate various fruits, primarily apples, on 5,500 hectares of land in Val Venosta.
Recognizing the complementary nature of their cherry production, the agreement commits the parties to the valorization of cherries from field to shelf. This involves adhering to high, shared quality standards and entrusting marketing entirely to the Melinda Consortium.
Together, they can manage larger volumes and respond more effectively to a market that increasingly rewards mountain cherries. In particular, consumers are becoming more sensitive to the organoleptic characteristics that enhance the product’s quality.
“This historic agreement with the prestigious VIP entity is a concrete example of our aggregation strategy. This strategy aims to strengthen the agricultural sector by uniting entities that share a commitment to production excellence and a robust cooperative model despite operating in different territories,” says Melinda President Ernesto Seppi.
“Our collaboration in the supply chain and our presence in the commercial sector open new opportunities to protect and promote our margins as farmers. By pooling our skills and professionalism, we can act with a single objective: to defend and increase the remuneration of our members. We are at a historic moment when aggregation is not just an opportunity, but an urgent necessity, as the market becomes more organized and distribution becomes more centralized.”
“The cooperative tradition unites our producers’ association with major operators, such as Melinda. This collaboration allows us to further develop excellent mountain agricultural production and generate tangible results for our members,” emphasized VIP President Thomas Oberhofer. “In today’s economy, collaboration among cooperatives is crucial to tackle the shared challenges we face in production and market dynamics.”
Source: Fresh Plaza
