Melinda highlights the champions at the Tour of the Alps

Also in 2019, the Italian brand confirms its golden sponsorship on the overall winner’s jersey. A stage in Val di Non celebrates a solid relationship in cycling

2019 Tour of the Alps welcomes the event’s “golden sponsor” confirmation by Melinda. Thrilling stage expected in Val di Non (fourth stage, on April 25th, from Baselga di Pinè to Cles), main fruit production land, especially apples, of the Italian Consortium.

Also this year, Melinda logo will be on the Fuchsia jersey worn by the overall ranking leader of the Tour of the Alps, scheduled from April, 22nd to 26th. Melinda has been supporting cycling from a very long time. First, as main sponsor of Trofeo Melinda and Giro del Trentino and , from 2017, of the Tour of the Alps, the Euroregional pro’ stage race that draw the international audience attention for its spectacular competition and the beauty of the host locations.

Cycling has become part of us and of our company philosophyMichele Odorizzi, the new appointed President of the Melinda Consortium, explained – and bike also has a tight bound with having a healthy lifestyle, thus with good eating habits where our apples play an important role. In recent years, the Tour of the Alps event has been recording a remarkable increase inheriting the solid tradition of Giro del Trentino. We are even happier for this partnership as we will host a stage in Val di Non: the finish in Cles – during the Italian festive day on April, 25th – is expected to be a great feast for everybody”.

The path that we have been walking side by side with Melinda is based on common passion and on tradition – President of GS Alto Garda Giacomo Santini argued -. We are proud that also in 2019 the partnership is confirmed and we are sure that this is the perfect successful event which will further strengthen its brand awareness in Italy and all around the world”.

Melinda is an organisation of producers whose vital structure is made up of member farmers, namely of around 4.000 families of fruit-farmers who live and grow apple trees in the Noce Valleys (Val di Non and Val di Sole). Every year, the members deliver their harvest to the Cooperative, one of the 16 that make up the Melinda Consortium, to which they delegate organisation and management of all procedures downstream of harvest. In 2018, Melinda achieved record breaking figures: out of 500 thousand tons of apples produced in Trentino, 440 thousand have the Consortium logo on it. Apples turnover reached 119 million, while cherries and wild berries reached over 7 million.

To further confirm the link between Melinda and cycling, a partnership with Italian champion Letizia Paternoster has been recently achieved. She was born in Val di Non and she has now become the “ambassador” of the most appreciated apples in Italy.