Catalog Mere

8/2/2019 Catalog Mere

1/43

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 ...


2/43


3/43

pag. 2

pag. 5

pag. 6

pag. 8

pag. 10

pag. 14

pag. 16

pag. 18

pag. 20

pag. 22

pag. 28

pag. 30

pag. 32

pag. 34

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


4/43


5/43

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.


6/43


7/43

...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.


8/43

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


9/43

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


10/43

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


11/43

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


12/43

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


13/43

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: [email protected]

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: [email protected]


EFREM CHINI

ASSISTENTE

tel. (+39) 0463.671169

GIOVANNI DALSASS

RESPONSABILE AREA ADRIATICA E SARDEGNA

tel. (+39) 0463.671167

cell. (+39) 335.6978371



14/43

PIETRO PRETI

ASSISTENTE

tel. (+39) 0463.671177

ERMANNO FERLAZZO

RESPONSABILE GRANDE DISTRIBUZIONE

tel. (+39) 0463.671179

cell. (+39) 335.6859999


MICHELE ROSANI

ASSISTENTE

tel. (+39) 0463.671159

GIANLUCA DOLZANI

RESPONSABILE AREA SICILIA

tel. (+39) 0463.671159

cell. (+39) 335.7066929


TOSCA LUCHI

ASSISTENTE

tel. (+39) 0463.671174

FRANCO BRANZ

RESPONSABILE AREA CENTRO SUD

tel. (+39) 0463.671172

cell. (+39) 335.6978363



15/43

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: [email protected]

OFFICE


16/43

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


17/43

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.


18/43

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.


19/43


20/43

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:


21/43

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.


22/43

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.


23/43

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...


24/43

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).


25/43

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


Peso 7 Kg.

%

%

Packing


26/43

CARTONE 2 STRATI


Peso ca. 8 kg

CARTONE 1 STRATO

Base 30 cm. x 50 cm.Peso ca. 4 kg

CARTONE 1 STRATO


Peso ca. 2 kg

CARTONE 1 STRATO


Peso ca. 3 kg


27/43

SCATOLA 1 FRUTTO

VASSOIO 4 FRUTTI

VASSOIO 6 FRUTTI

SACCHETTO 2 Kg.

BORSA TERMOSALDATA

Peso 2 kg


28/43


29/43

SCATOLA AMERICANA


Peso ca. 20 kg

SCATOLA AMERICANA CON COPERCHIOBase 40 cm. x 60 cm.

Peso ca. 20 kg

TRAY PACK


Peso 18 Kg.


30/43

MINIBINS


Peso ca. 100 kg

CASSA PLASTICA 2 STRATI

IFCO - CHEP - CPR - STECO


Peso ca. 13 kg

CASSA PLASTICA 1 STRATO

IFCO - CHEP - CPR - STECO


Peso ca. 7 kg


31/43

...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.


32/43


33/43


34/43

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


35/43


36/43

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.


37/43

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.


38/43


39/43

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.


40/43

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.


41/43

Consorzio Melinda SCARL

Via Trento 200/9

38023 Cles (TN)

Tel. +39 0463 671111

Fax +39 0463 671121

e-mail: [email protected]

www.melinda.it


42/43

note


43/43

Documents

Catalog Mere