Post on 06-Apr-2018
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Melinda vuole dire ... mordimi Melinda
heisst ... beiss mich an Melinda ... mordre pleines dents Melindasignifica ... cmeme Melinda means... eat me Melinda vuole dire ...mordimi Melinda heisst ... beiss
mich an Melinda ... mordre pleines dents - Melinda significa ...
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Melinda...
The territory
The business
The men
The marketing department
The apples
Varietis
Melas and Melabio
Every bite...
Packing
Farming methods
The picking
Processing and ...
The quality
INDEX
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The consortium, as you will probably know, is going through an important evolutionary phase, aimed at optimising the quality of our apples
and our services through the whole chain, from producer to consumer.
The four main points of the strategic plan launched over the next three years - the industrial project, the human resources reorganisation,
an increased presence on the foreign market and a review of the varieties on offer -, have one single purpose: to create added
value through excellence and quality all along the distribution chain, starting from our producers and, through
you and your rms, all the way to the nal consumer.
A very ambitious challenge is facing us, but it can be won; we will do our best, pulling out all the
stops, because we count on this to grow together in an increasingly dynamic market, which
is oriented to quality in every sense.
I cannot but wish all of you a very good year work with Melinda and all the best
for you and your business.
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...a territory with unique characteristicsThe spirit shared by all Melinda producers comes from the love for tradition, a vocation for the land, respect for nature,
and pride in ones work. All natural products, especially farming products, are strongly characterised by the territory of
production. Melinda is produced in Val di Non, an Alpine valley placed between 600 and 1,000 metres altitude, rich in
history and tradition and very much oriented towards high quality mountain farming.
Situated in the heart of Trentino, the valley faces south and can count on rich water resources. These territory features
and the special, unique microclimate wet in spring and dry in winter
provide ideal conditions for apple growing.
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6
The Melinda trademark was created in 1989 by 5,000 producers gathered
into 16 co-operatives, to promote the Val di Non apples.
Strength lies in unity, and Melinda is a witness to that. These small farms have
found in mutual co-operation the way to grow and become protagonist, even on the global
market scene.
... the business
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Mostizzolo
LIVO
CALDES CLES
REV
BREZ
COREDO
Dermulo
La Rocchetta
Mezzolombardo Mezzocorona
uscita autostrada S. Michele a. A.
TUENNO
NANNO
TASSULLO
CASEZ
RALLO
CUNEVO
DENNO
CAMPODENNO
SPORMINORE
Sanzeno
A22
SEGNO
TAIO
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We have already launched a three year programme aimed at further strengthening our human resources, with the creation of new positions and
competences and the implementation of an ambitious plan for training and upgrading that will involve a considerable economic effort; we want
Melindas men and women to be able to always interact in the best possible way with our partners and provide better and better information for
Melinda consumers, for a more discerning and motivated choice.
... the men
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Luca Granata
DIRETTORE GENERALE
9
Fausto Bergamo
Franco Paoli
Paola Zanella
Ferruccio Zanotelli
Renato Cattani
SALES MANAGER
PRODUCTION MANAGER, IN CHARGE OF ROOM A
MARKETING MANAGER
QUALITY MANAGER
PERSONNEL ADMIN. COORDINATOR
FOREIGN SALES CONSULTANT2 SALES EXECUTIVES
ROOM B AND ROOM C SUPERVISORS10 FACTORY SUPERVISORS170 PERMANENT COLLABORATORS1,100 SEASONAL COLLABORATORS
2 SPECIALISTS
3 ADMINISTRATION MANAGERS3 PERSONNEL SUPERVISORS
1 MARKETING SPECIALIST2 MARKET DEMAND SPECIALISTSA MONDOMELINDA MANAGER1 RECEPTIONIST
EAST WEST AREA + TUSCANYADRIATIC AREA + SARDINIACENTRE - SOUTH AREASICILY AREA
LARGE-SCALE RETAILINGEXPORT + TRENTINO AREALOMBARDY + VERONA AREA
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The philosophy behind our consortium is based on a constant pursuit of quality, also in the relationship with our busi-
ness partners and our interaction with the market. Professional people and consultants who can offer the best, to satisfy
our customers needs.
... the marketing department
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LETIZIA DEROMEDI
ASSISTENTEtel. (+39) 0463.671152
DARIO BARBIRESPONSABILE AREA EST - OVEST E TOSCANA
tel. (+39) 0463.671154
cell. (+39) 335.6978361
Fax (+39)0463.671150 - E-mail: est-ovest@melinda.it
MICHELE ROSANIASSISTENTE
tel. (+39) 0463.671159
FAUSTO BERGAMO - direttore commerciale
RESPONSABILE AREA LOMBARDIA - PR. VERONA
tel. (+39) 0463.671157
cell. (+39) 335.6978370
E-mail: fausto.bergamo@melinda.it
Fax (+39)0463.671155 - E-mail: lombardia@melinda.it
EFREM CHINI
ASSISTENTE
tel. (+39) 0463.671169
GIOVANNI DALSASS
RESPONSABILE AREA ADRIATICA E SARDEGNA
tel. (+39) 0463.671167
cell. (+39) 335.6978371
Fax (+39)0463.671165 - E-mail: adriatica@melinda.it
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PIETRO PRETI
ASSISTENTE
tel. (+39) 0463.671177
ERMANNO FERLAZZO
RESPONSABILE GRANDE DISTRIBUZIONE
tel. (+39) 0463.671179
cell. (+39) 335.6859999
Fax (+39)0463.671175 - E-mail: grande-distribuzione@melinda.it
MICHELE ROSANI
ASSISTENTE
tel. (+39) 0463.671159
GIANLUCA DOLZANI
RESPONSABILE AREA SICILIA
tel. (+39) 0463.671159
cell. (+39) 335.7066929
Fax (+39)0463.671155 - E-mail: gianluca.dolzani@melinda.it
TOSCA LUCHI
ASSISTENTE
tel. (+39) 0463.671174
FRANCO BRANZ
RESPONSABILE AREA CENTRO SUD
tel. (+39) 0463.671172
cell. (+39) 335.6978363
Fax (+39)0463.671170 - E-mail: centro-sud@melinda.it
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ROBERTO GORZA
tel. +39 0463.671185
cell. +39 335.7066916
OLIVIERO FEDRIZZI
tel. +39 0463.671182
cell. +39 335.6978369
ERVIN MOSCA
tel. +39 0463.671184
cell. +39 335.7066923
Fax +39 0463.671180 - E-mail: export@melinda.it
OFFICE
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Over 45 million tons of apples are produced all over the world. Italy, leader in Europe together with
France, puts on the market about 2 million tons. Of these, one tenth bear the Melinda trademark. They are
red, yellow, green, bitter, sweet or slightly sour, crisp or coarse, to eat fresh, in fancy salads or delicious cakes.
85% of Italians love this fruit, and 56% of them prefer Melinda, acknowledging its superior quality.
...the apples
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Melinda means... Eat me!
For an apple to bear t he Melinda trademark, it must pass
several exams which ensure its t op quality from all points of
view . A Melinda apple must not only be good but also nice t o
look at and thoroughly sound.
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The apples currently produced and marketed by the Melinda Consortium are nearly 80% Golden
Delicious, 11% Canadian Rennet and 8.5% Red Delicious, plus a few minor varieties like Morgen-
duft, Janagold and Gala.
There are plans to soon review the apple varieties grown by the Consortium: they will include a cut in the
areas dedicated to Golden Delicious, to be replaced by other varieties like Fuji and Gala, in response to present
and future market demands.
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RED DELICIOUS
ROYAL GALA
RENETTA CANADA
GOLDEN DELICIOUS
This is the red apple of Snow Whites fairy tale, recognisable not only by its colour but also its slightly elongated shape and the ve bumps at
the bottom. Its esh is exquisite and crunchy, with a sweet, aromatic taste.
Size 65/70 mm 80/85 mm
70/75 mm 85/90 mm
75/80 mm 90/95 mm
Recently introduced and grown in Trentino, this apple stands out from the rest for its precocious maturation, making it almost a summer
variety. The fruit is quite attractive and offers a compact esh, very crunchy and juicy, with a sweet and pleasantly aromatic taste.
Size 60/65 mm 75/80 mm65/70 mm 80/85 mm
70/75 mm
Rennet apples are certainly the least attractive ones because of their rough, rusty green peel. Their outer look is in
total contrast with the soft esh and the intensely scented, slightly sour avour.
They deliver a good performance in the kitchen, as they keep their consistency when cooked.
Size 70/75 mm 85/90 mm
75/80 mm 90/95 mm
80/85 mm 95/100 mm
Its slender, elongated shape and the deep yellow peel make Golden Delicious tempting and appetising. Its interesting to
note that apples of this variety which come from the Val di Non take up a reddish colour on the side more exposed to the sun.
The taste of Golden Delicious is sweet and aromatic, the esh exquisite, crunchy and juicy.
Size 65/70 mm 80/85 mm
70/75 mm 85/90 mm
75/80 mm 90/95 mm
Our currentproduction:
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GOLDENDELICIOUS
REDDELICIOUS
Sometimes, even in Val di Non, nature is not too friendly, and
hail and speckling mark the fruit of our labour. In this case,
apples presenting small aws but with the unaltered taste and
goodness of their bigger sisters become MelaS.
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RENETTACANADA
ROYALGALA
BIO
Organic farming is now a big market reality. Melinda, always attentive to market changes, has
decided to invest also in this direction, in order to meet the new demand. At the moment, the
Melinda Bio production amounts to roughly 70 tons (including certied product and the one being
converted) between golden, stark and rennet apples, but we anticipate getting in a few years time to at least
5,000 tons of apples grown according to organic protocols.
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Food habits are always evolving. Meals out, for
example, are notoriously increasing, as is the
tendency for consumers to have snacks in between
meals, often with ready packed fruit and vegetables.
Melinda, forever trying to identify and if possible an-
ticipate consumer needs, has set up, in its marketing and
R&D department, a team working on product renewal
projects, to study the opportunities offered from apple-
derived products and from innovative packaging and
distribution.
every bite...
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We have recently created Melinda Juice, to be distributed from October 2002 all over Italy. Its a Melinda squash
with...nothing else!
No water, no sugars, no preservatives or additives of any kind. Just 2.5 Melindas squashed into a 200 cc bottle,
with nothing else added. Thats why the head-line used to promote the product is Melinda Juice: every sip, a bite.
It is, incidentally, the pure fruit juice with the lowest calories content (44 Kcal/100 cc). Melinda Juice will soon beavailable also in the cheaper 750 cc family pack.
Other products are already nearing completion: Melinda Fresh (one Melinda, washed and ready for a bite) and
Melinda Snack (40 gr. Melinda with peel and core taken away, sliced and dehydrated: 180 Kcal of natural sugars
and vegetable bre, with no additives or chemicals of any kind. Ideal for those who practise sports or just want to
enjoy at school, at work, on route or at home a nice and healthy snack).
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CASSA MAXPACK
Base 30 cm. x 50 cm.Peso 14 Kg.
CARTONE 2 STRATI
Base 40 cm. x 60 cm.
Peso 13 Kg.
CARTONE 1 STRATO
Base 40 cm. x 60 cm.
Peso 7 Kg.
%
%
Packing
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CARTONE 2 STRATI
Base 30 cm. x 50 cm.
Peso ca. 8 kg
CARTONE 1 STRATO
Base 30 cm. x 50 cm.Peso ca. 4 kg
CARTONE 1 STRATO
Base 25 cm. x 40 cm.
Peso ca. 2 kg
CARTONE 1 STRATO
Base 30 cm. x 40 cm.
Peso ca. 3 kg
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SCATOLA 1 FRUTTO
VASSOIO 4 FRUTTI
VASSOIO 6 FRUTTI
SACCHETTO 2 Kg.
BORSA TERMOSALDATA
Peso 2 kg
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SCATOLA AMERICANA
Base 40 cm. x 60 cm.
Peso ca. 20 kg
SCATOLA AMERICANA CON COPERCHIOBase 40 cm. x 60 cm.
Peso ca. 20 kg
TRAY PACK
Base 30 cm. x 50 cm.
Peso 18 Kg.
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MINIBINS
Base 80 cm. x 120 cm.
Peso ca. 100 kg
CASSA PLASTICA 2 STRATI
IFCO - CHEP - CPR - STECO
Base 40 cm. x 60 cm.
Peso ca. 13 kg
CASSA PLASTICA 1 STRATO
IFCO - CHEP - CPR - STECO
Base 40 cm. x 60 cm.
Peso ca. 7 kg
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...farming methodsMelinda reserves special attention to farming methods which help the environment and enhance biodiversity. Our aim
is to favour natural evolution and stimulate animal and vegetable life in the orchard; the strategies and operations
involved in this type of farming are numerous and of various nature:
THE CHOICE OF APPLE VARIETY: Melinda, together with the producers associations, identies market requirements and therefore production aims.
Within these objectives, the choice of variety is then taken according to the nature and suitability of the production area.
GROWING AND PRUNING: during the growing stage, we try to have the tree crown take up a functional shape, both as regards plants require-
ments (maximum exposure to sunlight) and farming requirements (pruning, picking, etc.)
INTEGRATED PRODUCTION: The concept of integrated production includes the introduction and use of all possible instruments to achieve the
best results for the product, the producer and the whole environment. By protecting the trees we can safeguard production from the damage
and loss caused by pests, insects and parasites, and so reduce to the very minimum the use of phytosanitary products. This can only be
achieved through the harmonic integration of farming techniques and biotechnology.
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A feast that every year comes alive
again in the colours of autumn, in the
joyous work of those who reap thefruit of a year long labour, made of
sacrifices, passion and love for the
land. This is the ancient coidura
(apple picking) rite for decades now
...the picking
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Apples give the best in terms of organoleptic
properties and dietary value only when they are
picked at the right time. The optimal picking time,
meaning the period of time between the start and
the end of the actual picking, is identied for each
area and apple variety directly on the eld, us-
ing the starch and consistency tests, added to lab
analyses on the refractometric residue (sugars)
and acidity. A considerable organisation of labour
within the farm is required in order to do all the
picking at the right time, but this is essential in
order to offer the best possible product to the
customer and the nal consumer.
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processing and preservationThe attention devoted by Melinda to all stages of apple production, processing and preservation is a real plus in the quality
offer that only Melinda can make to its consumers. Such great results can only be achieved through a constant, painstaking
commitment, with the help of the most modern technology, and by being constantly intent on exploiting new discoveries in
the sector. That is how Melinda manages to keep in its cold stores a huge amount of apples, about 250,000 tons. Of these,
245,000 tons are kept in a controlled atmosphere condition, and 5,000 tons at normal refrigerating standards: advanced
technology, continuously updated, to work, select and package the apples in order to bring to every consumers table a
product of absolute quality.
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Our quality policy
While co-operative spirit in Trentino can claim a century old tradition, the need to certify apple origin
and production is much more recent. The idea to create an apple trademark came about at the end of
the Eighties, as an answer of our fruit farmers to the presence on the Italian market of a variety of apples,
known as Val di Non apples, in quantities that were about three times the actual valley production.
In 1989 the 5,200 members of the 16 apple-producing co-operatives in Val di Non and Val di Sole got together
to establish a common project: this was the beginning of the future Melinda Consortium.
Since then, our approach towards quality has remained the same, based on 7 main points:
to satisfy our customers and the nal consumer with a quality product and a reliable service, a business ap-
proach oriented at the market, a careful monitoring of market demand and of the evolving taste
to strengthen the farming chain by always involving our farmers members
to set up long term relationships with our suppliers, based on loyalty and trust
to encourage interdepartmental communication: our organisation is like a living system and our work is
interdependent and functional to that of others
to increase the knowledge and competence of the men and women in the consortium
to take decisions based on the analysis of information received, to strengthen the value, transparency
and credibility of the whole organisation
to keep a quality system documented according to the ISO 9001 international standard, in order
to increase market condence in our capacity to meet set standards.
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ISO Certication
In a competitive market, only the best can win. Thats
why the certication of business management as regards
quality, environment and safety is so important. Through
it is dened an operative scheme that allows to build the
businesss future on rmer ground, and to conform to
European and international regulations.
Thats the reason why the Melinda Consortium has asked
and obtained from CSQA, on 27 July 2001, the UNI EN ISO
9001:2000 certication (cert. No 889) for the preserva-
tion, processing and sale of the apples produced by its
members.CSQA is a certication body specialised in the farming and
farmed food sector and is part of the CISQ federation,
which in turn is a member of IQNet, the largest interna-
tional network of certication bodies.
Any business receiving a CSQA certicate obtains also auto-
matically the IQNet certicate, which confers international
validity to it.
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Consorzio Melinda SCARL
Via Trento 200/9
38023 Cles (TN)
Tel. +39 0463 671111
Fax +39 0463 671121
e-mail: info@melinda.it
www.melinda.it
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note
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