The VOG Consortium starts the new season with positive prospects, focusing on quality, market diversification and targeted brand strategies
Since the first weeks of August, VOG apple growers have started the new harvest with positive prospects. Despite a general decline in the European harvest, Alto Adige – Südtirol is maintaining a good position, with quantities that guarantee the availability of apples for 12 months of the year. Klaus Hölzl, Sales Manager at VOG, highlights the importance of keeping the quality promise, despite challenges and unpredictable factors such as geopolitical crises and production outside Europe.
The 2023/2024 season ended positively for VOG, with good sales performance in non-European markets, particularly in South and Central America. In Italy, VOG's main market, sales also grew, driven by the Marlene® brand and other varieties such as Pink Lady® and Kanzi®. Spain remains a key market, with growing interest in new varieties such as envy™ and Crimson Snow®. Despite strong competition in Germany, the new year could offer new opportunities thanks to less competition.
Brand strategies are essential to address market challenges. VOG has planned targeted communication activities, engaging consumers at points of sale and through campaigns dedicated to individual brands. Marlene® celebrates 30 years with new culinary inspirations, while SweeTango™, Kanzi®, envy™ and Pink Lady® focus on sensory experiences and lifestyle values. Cosmic Crisp® will extend its availability, while Giga® and RedPop® stand out for their unique personalities. Constant dialogue with the consumer will be essential to address the challenges of the evolving market.
