For Melinda and La Trentina, September was the month dedicated to the fairs at ICA, the Swedish supermarket chain that controls 60% of its reference market with over 1,300 points of sale throughout Sweden. “Stores are not forced to buy what their central purchasing office distributes. That is why it is essential for ICA to promote the uniqueness and high quality of the supplied products. Hence the organization of three trade fairs, in which Melinda and La Trentina participated as one of the most important suppliers in the chain” said Henrik Breyen, Head of Melinda Scandinavia.
SUSTAINABILITY AND RESPECT FOR NATURE
The main themes of the three stages, held on September 11 in Helsingborg, September 13 in Goteborg-Boras and September 20 in Stockholm, were sustainability and respect for nature as a value for consumer sales. On all dates, Melinda has made clear its uniqueness and ability to be always at the forefront. All this focusing on a virtuous example like that of the Hypogean Cells, the Protected Designation of Origin (PDO) classification of its products and the value of its 4,000 members.
HYPOGEAN CELLS
The ‘Celle Ipogee’ (Hypogean cells) are the only project in the world for the cold conservation of apples. It has earned the Consortium several international awards in terms of sustainability. Reduction of energy consumption, water saving, elimination of insulating panels whose disposal generates pollution, protection of the landscape and territory resulting from the non-realization of new structures on the surface. These are some of the reasons why the Hypogean Cells contribute decisively to the protection of the environment.
PDO REGULATION
Another key factor in terms of uniqueness and sustainability was the PDO classification, an important recognition given in 2003 by the European Union to the Golden Delicious, Red Delicious and Renetta Canada apple varieties. This confirms that the Val di Non apple is a typical product, grown in compliance with traditional rules which have always made this valley famous for the taste of its apples. Finally, visibility and fair recognition to the 5,000 members of the two Trentino Consortia, the large Melinda – La Trentina family, made up of women and men who are committed to making the best of the fruits that end up in ICA stores on a daily basis. Respect for the local fauna, automatic irrigation, integrated production and an important step towards organic cultivation are just some of the innovative practices adopted by the Consortia’s apple growers.
INTERNATIONAL GUESTS AT ICA SHOWS, TOGETHER WITH MELINDA AND LA TRENTINA
All these important issues were presented at ICA’s trade shows, alongside 25 suppliers, all with their own individual stands, including guests of international standing, such as Dole, Chiquita, Pink Lady, Martin Navarro and Frunet, ready to show their strengths to over 2,000 representatives of ICA’s stores.
