VIP opens the 2026-2027 apple season, building on the success achieved in Italy with Club apples and organic produce. The association, which brings together 1.500 producers, now aims to continue this growth and enhance its entire assortment through greater product differentiation.
"Consolidate and develop" are the words chosen to describe the new season's strategy. The first objective concerns the six Club varieties, which in 2025-2026 recorded the association's best sales results on the Italian market to date.
According to Kurt Ratschiller, VIP's commercial director, volumes for almost all varieties increased by 15% compared to the previous year, despite a smaller Envy™ harvest. For the association, this data confirms the strength of the work done on Club varieties, both in Italy and international markets.
The growth of organic products in the Italian market was even more significant: sales increased 30% compared to the previous season, reaching a new record. This is a significant result for VIP, which considers organic one of the core segments of its offering.
Alongside volume consolidation, the association is working on the positioning of the Val Venosta and Amélie brands. The former identifies premium apples; the latter identifies those with minor aesthetic defects, which retain the same flavor and organoleptic qualities.
"In recent years, we've worked on both brands in terms of market positioning, segmentation, and communication," explains Ratschiller. Golden Delicious is one example of this approach: according to VIP, a more precise segmentation of the offering has already yielded initial customer feedback.
The strategy looks beyond the individual campaign. In a market where production levels cannot be taken for granted, VIP believes it is necessary to coordinate decisions throughout the entire supply chain, from production to the product's on-shelf presence.
This process also includes work on social and environmental sustainability, overseen by dedicated manager Viktoria Alber. For the 2026-2027 season, the challenge will be to transform the results achieved into stable growth, maintaining the quality and value of the apples all the way to the point of sale.
