From Sunday 5th December, the’OP Joinfruit will be the star of a national television campaign on Agrisapori, the flagship programme of Italian agri-food, broadcast on over 150 stations, from the Aosta Valley to Sicily, with an audience of approximately 1 million viewers.
The stars of the programme will be apples, blueberries and raspberries from Piedmont, products of excellence from an area, that of the province of Cuneo, which thanks to the foothills climate and fertile soils has become the flagship of fruit growing in Piedmont.
The television campaign has a dual objective: on the one hand, it aims to highlight Joinfruit's commitment to promoting the area's outstanding produce, and on the other, it seeks to draw attention to the quality characteristics of Piedmontese apples, raspberries, and blueberries – fruits with unmistakable organoleptic properties, due to the unique microclimate of the Cuneo plateau.
Red apples, for example, thanks to the specific microclimate of the territory at the foot of Monviso, achieve a high quality standard: the plateau benefits from particular aeration provided by a series of valleys that open onto the territory and, thanks to an altitude between 400 and 800 metres above sea level, provides the apples with a significant temperature range between day and night, which intensifies the colour and gives the apples extraordinary brilliance, a particular consistency and crispness, and a longer shelf life. These typical characteristics conferred by the territory have allowed producers to brand their product with the Protected Geographical Indication “Mela Rossa Cuneo IGP” mark.
Blueberries and raspberries, grown by Joinfruit in the hills around Saluzzo, also benefit from the unique foothill climate that has made this area particularly well-suited to the production of small red fruits: a third of Italy’s land devoted to small red fruits is located in Piedmont – the vast majority (74%) in the province of Cuneo – which, in fact, with its 700 hectares dedicated to these crops, is Italy’s leading production region.
The cultivation of apple trees covers 569 hectares for the OP Joinfruit in the Piedmont Region, in the province of Cuneo, while 20 hectares are dedicated to the production of raspberries and blueberries. This area is set to increase thanks to the production investments that the OP plans to make in the near future with the cultivation of new seedlings.
“The primary objective of our Organisation, states Bruno Sacchi, Director of Joinfruit – is to optimise every agronomic intervention, considering both territorial preservation and consumer satisfaction and well-being. Apples, blueberries and raspberries are some of the region's excellent produce, cultivated with passion and agricultural skill by our producers: we are honoured to be able to present them to the national public in Agrisapori’s television campaign.”
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