The Client
Consorzio Melinda S.c.a. is one of Italy’s leading fruit cooperatives, renowned for producing and distributing high-quality apples. With strong ties to its producer members and an extensive community of associated cooperatives, Melinda set itself the goal of modernising and digitising its internal communication with its members and producers.
The Challenge
Until recently, communication within the Melinda world relied on traditional systems such as SMS or non-dedicated platforms, with some significant critical issues:
High costs of sending traditional mass SMS messages;
Limited capacity to transmit rich content (documents, images, structured notifications);
Fragmented communication, with messages not always reaching all members immediately and in a traceable manner;
Lack of an official, centralised channel that was reliable and compliant with the privacy requirements of producer members.
Melinda therefore decided to embark on a process of digitising its internal and B2B communication in order to streamline processes, reduce costs and strengthen engagement with its members.
The Solution
The answer to this need was MelindaApp, a mobile application designed to facilitate and speed up communication between the Consortium and its producer members. Developed by Gulliver, a company specialising in mobile digital solutions for businesses, the app was designed to provide an official, secure and immediate channel to replace the fragmented communication of the past.
MelindaApp allows you to:
Send instant messages and notifications directly to producers;
Share relevant documents and updates in real time;
Reduce dependence on SMS, while improving the quality of information;
Ensure the protection of user privacy compared to non-dedicated channels such as social media or generic messaging services;
The app is available on iOS and Android devices and has been designed with an intuitive interface, which reduces the learning curve and makes it easy for fruit growers to use.
How it works
MelindaApp is based on a centralised communication system:
The Consortium sends messages, documents or notifications through a dedicated management panel;
Members receive push notifications directly on their smartphones;
Content and messages remain available in the app’s history;
Dedicated channels can be managed (e.g. institutional communication, urgent alerts, operational information).
The user experience is designed to be simple and immediate, without requiring additional technical skills from members.
Results achieved
The introduction of MelindaApp has produced concrete and measurable benefits:
📈 More effective and immediate communication
Consortium members and associated cooperatives receive information in real time, with direct notifications and no dispersion.
💸 Reduction in operating costs
By replacing traditional SMS with a digital push channel, the Consortium has significantly reduced the costs associated with mass communications.
📲 Single, official channel for producers
MelindaApp has become the go-to platform for institutional and operational updates, improving engagement and relations with members.
🔐 Greater protection of user privacy
Compared to generic tools, the app offers a secure and dedicated environment, which is essential for communicating with a large and diverse community.
MelindaApp is a significant example of digital transformation in the internal communication of a large cooperative. Thanks to mobile technology and user-centric design, the Melinda Consortium has been able to transform a key process such as communication with its members into a smooth, secure and modern digital experience.
