The number of organic apple producers in Val Venosta who have joined the BioGraphy project of the VIP Consortium is growing. Thanks to BioGraphy, with just a few clicks the consumer can access the online page of the producer who grew and harvested the apples he is buying, see his face and learn his story.
The BioGraphy project, which year after year has been enriched by new producers and now has 280 members, fits in perfectly with the model of conscious cultivation and consumption and encapsulates the values that underpin all the Consortium’s activities: transparency, traceability and a guarantee of origin.
The aim of the project is to provide the consumer of an organic apple from Val Venosta with information that is not only transparent, but also has a strong emotional impact.
“Today’s consumers are more and more interested in knowing what’s behind the product, and at the same time in the experience of the product itself”, says Benjamin Laimer, VIP’s Marketing Manager, who continues: “Using the service offered by BioGraphy is a response to both needs: it informs the consumer about the origin of the product and enriches their purchasing and consumption experience, giving it new value”.
The operation is simple. On the packaging of Val Venosta organic apples there are personalised labels with a QR code and the name of the specific producer. The way to access the useful information is therefore twofold: the more ‘digital’ consumers can scan the QR code and be redirected to the web file of the individual farmer; the more ‘traditional’ ones can go to the biography.vip.coop page and enter the name and surname of the ‘bio-farmer’ in the dedicated field.
In both cases, the consumer will have access to texts, photos and videos that will guide him to a lot of information about the origin of the apples he has bought: peculiarities of the farmer, curiosities about his farm and his farmstead (including the precise location), but also technical information about cultivation and harvesting. In selected points of sale, the use of this service is assisted: interactive totems are installed to scan the QR code, or the shelves are manned by operators equipped with tablets and POP information materials, who show customers how to access the portal.
Thanks to the testimony of 280 producers who, with passion and pride, ‘put their faces to it’, the storytelling work behind the website’s content is meticulous and makes it possible to illustrate every aspect of organic production in Val Venosta.
Laimer emphasises: “Thanks to the BioGraphy project and its storytelling, the apples themselves take on a name and surname, a face and a character. They acquire a new flavour, enriched by the personality of the farmer who cares for them”.
For more information:
Tel: +39 0458352317
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