Melinda
The fruit growing in the valleys del Noce is born in the first middle of 1800 replacing gradually the previous cereals and viticultural growings.
The birth of the several societies of fruit growers has been a consequence of the continue change of the markets and of the division of the cultivated grounds too (many small growers), due in part by the ground morphology and in part by the continue transfer of heritage to the several descendants, as it doesn’t exist the “Maso chiuso” like in Alto Adige (the complete transfer of the agricultural properties to the firstborn).
The evolution of the market forced the growers to find new way of trade and, to do it, they need to be united to create a bigger force in the market.
The continue open of new markets due to the abolition of several frontiers caused obviously the creation of of a suoer-structure or a super-society to unite together all several fruit stockhouses in the valle di Non and in valle di Sole.
Melinda: the first italian labels
The history of Melinda is born in 1989, forerunner of the brand italian fruit; after Melinda, they have been created all other brands, often with fantasy names of non-existent products.
Melinda was created also to regulate a strange situation caused by the apples of the Val di Non, present in the market with a quantity three times as much as the local production.
The societies of fruit growers who join the brand Melinda are 16.
Every stockhouse or society works or worked autonomously, under the supervision of Melinda, the apples in its structure and it must follows the directives: methods of working, harvest and storage.
In 2003 the society Melinda will change the commercial and working system (anchored to rural traditions), creating a small inner revolution.
First, it acquired all working rooms to try to optimize the work, reducing the rooms from 16 to 6, obviously increasing the productiveness. Now, the eliminated rooms are only 3.
Continue reading with the history of brands of Melinda.
