Beginning with the Royal Gala and SweeTango™ varieties, mid-August saw the start of the 2023 harvest of the 4,600 member growers of the VOG Consortium in Terlano (Bolzano), one of Europe’s largest table apple production and marketing organisations.
The apple season is off to a promising start for VOG, especially in terms of fruit quality. During the summer the Consortium’s production areas in South Tyrol - Südtirol enjoyed sufficient water supply and a good temperature difference between day and night, ideal conditions for excellent apples.
“This year, we can once again guarantee our customers 12-month availability of a large assortment of quality apples, in which everyone can find the right fruit for their needs,” comments Walter Pardatscher, CEO of VOG. “Now the challenge will be to navigate the complexities of the markets and production costs in order to fully recognise our members’ commitment and expertise.”
In terms of market demand, the first signs are positive. “In contrast to the previous season, this year there already seems to be room in all our main markets,” explains Klaus Hölzl, Sales Manager at VOG. “We are seeing dynamic and lively demand and a market that is open to both integrated and organic production.”
Varieties and brands
True to its promise to be a Home of apples, VOG provides customers with one of the most comprehensive assortments of varieties and brands, as confirmed by this year’s harvest.
After last year’s drop, Royal Gala quantities have returned to the levels of previous harvests. Levels are also average for Golden Delicious, while Granny Smith and Red Delicious will see a slight decline, in line with the rest of Italian production. Fuji and Braeburn complete the main traditional varieties, which to date account for the largest share of the quantities harvested by the Consortium.
Organic production is also stable, accounting for 10% of VOG’s cultivated areas. Expectations regarding quality are also very good for organic.
Marketing campaigns at the starting line
With the harvest underway and such an impressive assortment, the Consortium is ready to support its products with innovative and diverse marketing campaigns. Particular emphasis will be placed on trade marketing and point of sales, which have already seen a strong commitment from VOG over the past year, with a widespread presence in the main target markets.
Hannes Tauber, Marketing Manager at VOG, discusses this subject: “Our range and experience make us the ideal partner for handling the apple category. Diverse varieties and brands are key to creating an attractive and colourful department for consumers, where everyone can find the right apple for their lifestyle and the brand they can identify with.”
For more information:
Consortium of South Tyrolean Fruit Growers Cooperatives
Jakobistraße 1/a
39018 Terlano (South Tyrol)
Tel.: +39 0471 256 700
info@vog.it
info@pec.vog.it