"In the confusion of the apple sector, we propose the ancient history of the Italian territories and tradition"

New packaging for Mela Rossa Cuneo Igp. La Grande Bellezza Italiana (LGBI) business network coordinated the rebranding and is promoting the marketing. "The first customer who gave us confidence," explains Leonardo Odorizzi, spokesperson for LGBI, and Chiara Gaiardoni, from the sales office, "is the Cedigros chain, which is very popular in Rome and Lazio. Gala is currently available, but we will start with Red Delicious from next week."

© La Grande Bellezza ItalianaChiara Gaiardoni, LGBI sales office

The well-established varieties are enhanced by packaging designed to make an impact. "The colour of Piedmont apples is spectacular, and the flavour is an excellent balance between sugars, juiciness, and crunchiness. Few people know it, but Piedmont is the second apple-producing region in Italy, after Trentino-Alto Adige. The PGI mark guarantees the origin and territoriality of the product, as well as the varieties and cultivation techniques. Piedmont apples have a very high potential, largely unexpressed."

© La Grande Bellezza Italiana

LGBI worked together with the protection and certification body to give the packaging a restyling. "The LGBI logo does not appear on the packaging, and this is not penalising. We have already seen this with others, I am thinking of Pesca di Verona Igp or Radicchio di Verona Igp, products that are increasingly attracting the attention of consumers thanks to the territorial brand."

© La Grande Bellezza Italiana

"Apples from the province of Cuneo have an ancient history that already appears in documents from centuries past. Piedmontese growers are the bearers of an ancient tradition, which has now been applied in a modern key."

LGBI continues its work of promoting Italian fruit and vegetables, even better if characterised by the PGI mark. "We were born as a network of companies eight years ago and, this year, we will celebrate the anniversary on 24 October with a cultural event in Verona, at the Capitolare Library."