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What happens among the apple trees before an apple reaches the market? With Farmer Life, apple growers from Val Venosta share insights into their daily work directly from the orchards: authentic, personal and close to the reality of apple growing.
From pruning and blossom to orchard care and harvest, participating member farms share photos, videos and stories from their everyday lives. This makes visible just how much expertise, experience and commitment goes into every apple.
VI.P, the producer’s organization in Val Venosta, South Tyrol, markets apples from its member farms and gives members a voice on social media.
Foto Credits by VI.P, Gaudenz Wine Estate & Estate Distillery
Since then, 15 member farms have been sharing insights on everything from pruning and flowering to harvesting. To help them along, VI.P also organized a social media workshop.
Foto Credits by VI.P, Fruit & Wine Fallrohrhof
VI.P picks up the content and shares it under the Farmer Life label across its own channels – Instagram, LinkedIn, and Facebook.
Foto Credits by VI.P, Steffi Kuen
The next step is a landing page with links to each farm’s profile. VI.P is hoping to bring even more farms on board.
Foto Credits by VI.P, Silverhikers
Social media users get authentic insights into the work and challenges involved in running apple orchards, giving them a more nuanced view of how apples are grown. Through the campaign, VI.P strengthens the connection between brands, apples’ origins and the people behind them. It also gives growers an opportunity to tell their story, and for farms offering additional services such as farm holidays, social media can help raise their profile.
Foto Credits by VI.P, Sandys World
Check it out on Instagram: @melavalvenosta
Or on Facebook: @melavalvenosta
