5/11 MEININGER’S WBI I Fragmentation way. the leading are that wineries itself, independent the reinvent it’s to and having is Shah, Michèle finds now, But farmers. to stability providing Trentino, economic of landscape viticultural the in large loomed always have Cooperatives role in Trentino’s future. Trentino’s important in role an play will that wineries these also it’s but – wineries own their and establish structure cooperative to the of farmers out break allowed has that cooperatives It’s the very economic farming. stability provided by dairy the and apple including sectors, agricultural all in role fundamental a played as has tino, Empire, far back as Hapsburg the Tren in farming Cooperative worldwide. but Italy, in only not systems struc cooperative and tured evolved most the of one gave to century, rise last the farming over which, fragmented culture a as understand past to Trentino’s important it’s perspective, founded. was region cooperative the which on structure the of ‘branding’. shake-up clearer a means a This creating of aim the with strategies new of series a plementing im by sector viticultural its reviewing of ess at er, en cue o overshadowing of accused been years, past produce 85% of the region’s wine production. they Together cooperative. Cembra the with affiliated Vis, La and cooperative; affiliated one with Mezzacorona, holding; their under cooperativesaffiliated 11 with Cavit,players: cantly.Today thereare threemain cooperative significhangednothave things respect, that In wine. region’s the of 90% producingtives coopera 14 established had Trentino 1965 established, first be By to the 1950. ofin one locally in bulk, up until 1950s.the sold was Trentino in wine most reason, this For 10ha. than owningmore farmers of 0.8% (48%) own a mere 0.5ha of vineyard, with only farmers of majority the fragmentation: treme ex by exacerbated is situation the Trentino, S I S Y L A N A L A N O I G E R To put the region’s current issues into into issues current region’s the put To These larger cooperatives have, over the the over have, cooperatives larger These was cooperative, giant Trentino’s Cavit, CompetitionInwine rife.industryis the in Venezia Giulia, is currently in the proc the in currently is Giulia, Venezia Friuli and Adige Alto between Trentino, wedged of region northeastern taly’s THE BRANDING OF TRENTINO OF BRANDING THE ------

Trentino’s total wine production. tion from 5,700ha of vineyards, equal to 65% producof bottle 6m Cavit’s of source the form together which cooperatives, affiliated 11 for 4,500 winegrowersassociateworkingmembersand represents currently Cavit territory. the within resource economic important an still farming, cooperative of tradition the ing uphold while Trentino, in producerssmaller lowpricing. needs“There to bemore unanim to high from sector, private and cooperative the between pricing in fragmentation much too is there that says market.”He global the of needs the to according develop and grow to assistingby them producerssmaller the of requirements the meet to need now we and region;however, over years the changethings developthe to deal great a done has and tive posi very been has “Cooperation denied. be not should cooperatives of benefits the says he estates, medium-sized historic prominent mostTrentino’s of one estate, Endrizzi the of owner and producers) estate of association (Trentino’s Trentino del Vitivinicole Aziende work opportunities.” grapes, while at the same time pursuing other their farm to continue to vineyard of parcels small ofallowed ownersstructure the 1960s, the in was there as community farming lent preva a such not is “Today, there while Vis. La ability,”Faustoof explainsPeratoner,CEO sustain and economy farming Trentino’s to enous varieties. indig its from wines producing by identity viticultural Trentino’s developing on focused region’sthe of topvineyards, which moreare somewhich farmsVis, operatives,La assuch co also are There world-wide. exported and Italy distributedin labelsquality premium of dustrialproduction, theyalso produce rangea in on mainly focus Mezzacorona and Cavit like cooperatives Though sector. the within diversifyproductiontoenabled has ‘cult’tive Over the past 50 years,past50Trentino’sOver the coopera Paolo Endrici agrees. The president of the the of president The agrees. Endrici Paolo essential been has farming “Cooperative 24 ------hi rltosi wt te cniai mar Scandinavia the with relationship their reinforcing while Europe, Eastern and Asia emergingmarkets for Trentino wines, such as in international wine fairs and in approaching ies and more focus on exports by participating winer smaller for supportmarketing press,greater the with interaction more be should saysthere He production. premium and trial indus between distinction clearer a as well as – Trentino ‘Brand or – identity corporate changes,of greaterfromafocus Trentino’son market.” the of out producers other pricing from tives whichcooperapricingissuesprohibits of the oversees that commission a creating by ity into ploughedits regional and provincial coffers. been that’s funding public the to haunches,thanks its on backsitting of guilty been has sector viticultural Trentino’s years, kets and central European markets. butions solely to largerthe players. publicthe sector no longer gives major contri tion of funding now appears more balanced, as distribu the that adds estates.”Heown their 10% contributiontocover investment a settingin up given lucky, if were, estates private exemption, fiscal partial as well as projects, developmentresearchforfundingand of 40% to up receiving were cooperatives large the “While Endrici.explains ago,”years 25 some disadvantage a at clearly were ‘vignaioli’ ies ag ad ml wnre ad aoe l, to all, above and, wineries small and large sector, plus create more opportunities for both the throughout equality more create and feet its on backproduction wineTrentino’s put is aim externalconsultants.The of number a as well sector,as traderegion’s the includes of members committee The Commerce. of ber Cham Trentino’s to secretary Zanoni, Marco specialcommittee headedcommissioner,bya tino’surgenttoneedrestructureresulted a in Tren 2010, In apparent.becoming are mism Endrici would like to implement a number implementa tolikewould Endrici Or soito o sal rvt winer private small of association “Our 40 past the over that, agree would Many Other signsOther ofchange andgrowinga dyna

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“ Cooperative farming has been essential to Trentino’s’ farming economy and sustainability. The structure allowed owners of small FAMILY parcels of vineyard to continue to farm their grapes, while at the MOTIVES same time pursuing other work opportunities.” Signs of faces and of hills. The dream of a man, the determination of Fausto Peratoner, CEO, La Vis. women. The story of a family which has every assist in restructuring the administration of motive for feeling proud of their role in the some of the key cooperatives whose balance guarantee of this wine. sheets are in deficit. The most seriously hit by the recent eco- nomic crisis, and by ‘over-optimistic’ invest- ments, has been La Vis, one of the region’s most quality-orientated cooperatives. La Vis’s investments include the acquisition of a number of wineries, such as the Cembra coop- erative, Casa Girelli, Maso Franch and most re- cently the Tuscan estate Villa Caffaggio. The GOLD MEDAL special commission headed by Zanoni has set Vinitaly 2010 up a new management under the direction of Valdobbiadene DOCG its present CEO Fausto Peratoner, and the re- Prosecco Superiore structuring may also involve the sale of some Spumante Dry “Maior” 2009 of La Vis’s holding assets – its wine estates. “The situation is very complex,” admits We will attend VINEXPO Peratoner. “It is not merely a matter of a in Bordeaux: PAD. 2 STAND LM15 hypothetical mismanagement of funds. Three years ago we hit an unforeseeable economic world crisis and certain investments that were planned and implemented created a deficit, because the market and sales plummeted.” The special committee declares it has al- ready identified a number of key issues that it will address which will affect the entire sector.

www.bortolomiol.com 5/11 MEININGER’S WBI sustainability at present. farming.” eco- He says of there examples is even for a Oregongreat stress and on Zealand, California New as Italy, such countries in at looking viticulture sustained of forefront the at is It biodiversity. and farming ganic always eco-sustainability, or its safeguard to has looked of production University “Trentino’s the Milan. at lecturer expert and viticultural respected Italy’s most Scienza, Attilio says issue,” heart of Trentinothe reform. the at also is wines, eco-organic ing creat as such issues, ment-sensitive environ and viticulture Sustainable potential. tourism Trentino’s on capital ise to promotion joint which values, include of series a to linked inextricably is Trentino Brand date, as well as the University of Milan. Agrario), Michele San (Istituto ISMA and Foundation Mach the by offered that as such education, and research investin tointends provincealso The future. region’s the determining in involved producers,large to small fromproduction, of sectors both see to likewouldcommittee the addition In region. the developmentof the to researchand increased exports, both essential tional arena involves strategies such as market interna the in visible more be to needs tino clearerregional identity. Awareness thatTren a has which production, premium increasing would be to lower ‘industrial’ production, aim The while own. their on off branch could they placedin quality production. This would mean Cavit’saffiliated cooperatives which are better of six or possiblyfive sellingevenleasing’or ‘re asmovessuchmajor someinclude These The region The tion of Teroldego variety); Valle the di Cembra cultiva the for (ideal soils sandy and climate sub-continental a by characterised and Noce the wines; river the bytraversed Bianco area, Rotaliano Campo Pinot and Grigio Pinot Cabernet, , , Marzemino, produces which and sub-conti prevails climate nental a where areas, dell’Adige Valle and Vallagarina the Lagrein; and Sauvignon , as such wines of range a produces and climate Mediterranean a enjoys which into five macro-areas:the Valle dei Laghi area, S I S Y L A N A L A N O I G E R Eossanblt i nt new a not is “Eco-sustainability According to the committee’sman the Accordingto Trentino’s viticultural area can be divided be can area viticulturalTrentino’s - - - -

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hra ad rmnr n te e varietySchiava. red the and Traminer and Thurgau a range of white varieties, in particular Müller characterizedby analpine climate, ishome to area, a valley bordered by the river Adige, and O t IT int dle ooii n IGT and Dolomiti delle Vigneti IGT to DOC Trentino of production its ‘declassifies’ nally inter which production, cooperative larger the through reflected often is quality and tity iden in crisis denominations.Its other under Venezie)3.9% Delleplus IGTVallagarina and IGTDolomiti Vignetidellebetween IGTvided (di IGT under 3.6% only and DOC Trentino variety Nosiola.” white local the and Thurgau, Muller as such production indigenous other and Marzemino Teroldego,on based winesstill promoteits to essential is it time same the at Trentino’,yet promoted‘Brandconvey messagebetoof the region’s the productionofquality which must mittee. “Trentino’s sparkling Trentodoc is part externalTrentino’sconsultanttocomspecial ofpremium sparkling,” explains Fabio Piccoli, estate, one of the key players in the production Ferrari larger the as well as estate, Foradori the andestate Leonardo San of those as such wines cult include which producers, estate small its among and cooperatives the among production quality in potential has “Trentino designation.winesparkling the Trentodoc,of 800ha are dedicated entirely to the production which of vineyard, of 3000ha equals donnay Char of productionTrentino’s 2010, In Vis. Chardonnay are Ferrari, followed closely by La of Italy’s production. The two key producers of 25% totalsChardonnay,which quality of tion Trentino is very important for the produc the for important very is Trentino Trentino officially produces 92.5% under 92.5% produces officially Trentino 26 10.176 9,845 9,510 8,765 8,734 10,104 10,860 8,880 8,967

------in ha in Trentodoc at lower prices. volume in export and sell Venezie that Delle and structure within ‘Brand Trentino’.” identity and potential according to their size their topotentialaccording and identity own their express to able be to sector each for way make to need we production; our of quality the overturn or revolutioniseto need we that mean not does “This adds. he tion,” produc region’s the within internally as those well as challenges market new to adapt to need we clear “It’s identity. own their ate cre to cooperatives the from emerged which estates, Cesconi and Furli Maso to points He years.” the over coexisted always have ties reali two the that fact very the for problem, ‘false’ a as enterprise private and production ally I see the relationship between cooperative “Person Peratoner. says past,” the on dwell not and on press to need We up. shake and Czech Republic and Danish markets. and Asian markets, with noticeable falls in the Swedish,nadian,Finish,Luxemburg, Spanish UK,Ca salesinthe in rise seenthe canbein 2005 since differences greater The market. grape main The bottles. 4.6m averaging doc, Trento of producer historic the most and largest far by is production, 2009 on increase 8% an and€56.5m turnoverof a with Ferrari, producers. 34 and labels 70 over spread tles bot 8.5m some totaling production, quality of flagship Trentino’s considered local authorities most by is Trentodoc wine. sparkling 110years to production the of Giulio Ferrari’s historicallybacktracedsome be can 1993, in “Trentino is going through a major revamp DOC a as established formally Trentodoc, SOURCE: CONSORZIO VINI DEL TRENTINO n a lgt nrae n h German the in increase slight a and there has been a slight fall in US sales 2005 Since markets9%. representer Sweden 2%, and Canada 2%, while 3%, oth Austria 14%, UK 27%, Germany 43%, USA been have years five past the over markets main Its value. in 8.7% and quantity in 7.8% represents Trentino exports, total Italy’s of Out the obligation of declaring the vintage. 36 months to be labeled ‘Riserva’ with months to be labeled as a vintage; and 24 ageing; months 15 of minimum a only 10% exported. Trentodoc requires with domestic, is sales of share main Blanc and . At present its Chardonnay,includeNoir,PinotPinot appellationTrentodoc the in varieties O N I T N E R T

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