Asian markets are becoming more and more promising for VOG. Underlining the area’s importance, the Consortium was exhibiting at Asia Fruit Logistica.
In recent years VOG has achieved outstanding results in Asia, which is now an important export destination with excellent growth prospects. Varietal innovation has played a fundamental role in this success. Therefore, as well as on the stand itself the topic of varietal innovation was also the centre of the presentation by VOG Marketing Manager Hannes Tauber at the Asia Fruit Congress, the cycle of talks given by fruit and vegetable industry experts during the show.
“Varietal planning is a tricky business, requiring all our expertise and our ability to combine our growers’ knowledge, the insights provided by research and the demands of customers and consumers,” Mr Tauber explained. “Of course, we also have to plot the strategies for the individual brands, to offer varieties attuned to the consumer’s tastes and products that enrich the in-store experience with appeal and colours.”
One example of an innovation that has received an enthusiastic response from the markets due to both the apple’s characteristics and the brand image is RedPop®. Launched by the Consortium as the apple-shaped snack, RedPop has met with enthusiasm on the Far East and South East Asian markets, as this edition of Asia Fruit Logistica confirmed.
“There’s a great deal of interest in RedPop, which suits these destinations’ preference for sweet, crispy, aromatic apples and also ships very well,” VOG Sales Manager Klaus Hölzl commented, “but our assortment also includes other varieties with a great deal of promise for the Asian markets, including Giga, envy, Crimson Snow and Joya”.
VOG and the Asian markets
Asia Fruit Logistica was also an opportunity for assessing VOG’s position on the continent’s markets. In recent years the Consortium has built up a solid presence in the Middle East and has exported to countries including India, Singapore, Hong Kong, Malaysia, Thailand, Vietnam and Taiwan, with the aim of also reaching China and Indonesia. Thailand in particular has achieved good volumes for brands like Marlene® and RedPop® in the last two years, and it is acquiring more and more interest for the Consortium.
The spotlight is also on India, where apples of South Tyrolean origin have gained a solid reputation. As well as for Red Delicious, there is also growing demand in the country for Royal Gala, Granny Smith and a number of contract apples.
For more information:
VOG Consortium
Tel. +39 0471 256 700
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www.vog.en
