The area around the commune of San Marzano Oliveto – the village which recalls the presence of olive trees in the Asti area in days gone by, and currently there are attempts to reinstate this crop in the Monferrato Astigiano area by Casale – is the most important in the province for apple production. A group of local producers, with the help of the Coldiretti farmers’ association, has formed the “Divina” apple consortium with the aim of promoting this high quality variety. There is a special sticker for the apples and promotion and distribution channels have been greatly improved. The soil and aspect of the land are traditionally excellent for fruit crops, and the most popular variety is definitely the Golden Delicious, which produces good sized fruit with a characteristic bright yellow colour, fragrant and full-flavoured. The same goes for the Gala, Stark and Rennet varieties. Small-scale fruit growing – which is also important in terms of history and quality in San Damiano and the surrounding villages – is up against the globalisation of the market, but farming organisations are rightly attempting to encourage the reinstatement and promotion of ancient indigenous species. Higher quality, less ‘standardised’ apples, peaches, cherries and apricots, while producing smaller yields, may prove profitable for growers and create a local market among those who want fruit with the authentic flavours it used to have.