VOG is looking ahead to the 2023/2024 apple season. At MacFrut held in Italy, the Consortium outlined its next strategies based on the four elements of the Home of apples structure: origin, expertise, sustainability, and products and brands.
The flowering period in the apple orchards of the 4,600 VOG members in South Tyrol - Südtirol, the land of origin of VOG apples, has just ended. In line with previous years, the weather and healthy trees are creating the conditions for a high-quality harvest. There were plenty of nights with sub-zero temperatures, but the use of anti-frost irrigation safeguarded the flowers from frost. Over the next months, growers will continue to monitor the apples’ growth, while hail nets are scheduled to be closed in the coming days.
“Everything is going well so far. Our fruit growers have successfully managed the flowering period and laid the foundations for availability of high-quality produce throughout the coming season,” comments Walter Pardatscher, CEO of VOG.
“Product availability is also guaranteed by the fact that almost all of our members’ apple orchards are covered by hail nets. Our customers can be assured of a stable supply of the apples in our assortment, which are increasingly popular with consumers,” adds Klaus Hölzl, Sales Manager at VOG.
Tending apple orchards is also a matter of sustainability. For the Consortium, it is not only a matter of preserving the land and environment for future generations, but also of maintaining an economic and social network comprised of many small family businesses.
VOG apple orchards are also equipped to cope with potential water emergencies. Over 70% of cultivations are equipped with drip irrigation, a system that provides the plant with the exact amount of water it needs, resulting in water savings of up to 50%.
The right apple for every need, 12 months a year
VOG’s strengths include its expertise in cultivation, in selecting the most suitable varieties for different soils and in listening to market demands. Thanks to this know-how, today the Consortium offers a wide range covering all 12 months of the year with high-quality apples from both integrated production and organic cultivation.
“Varietal planning is a constant endeavour, partly driven by the foresight of our members,” comments CEO Pardatscher. “In the coming season, we will undoubtedly see a growth of some contract varieties, of the latest novelties – Cosmic Crisp®, Giga® and RedPop® – and of organic, a segment for which we have major development plans.”
With such a broad assortment of products and brands, VOG will also work on differentiation and category management in the coming season. “It is no longer enough for an apple to meet expectations in terms of flavour and quality,” explains Hannes Tauber, Marketing Manager at VOG. “Each brand must convey values with which the consumer can identify, taking a consistent approach that covers all touchpoints, from digital and physical communication channels to the point of sale experience.”
Once again, in 2023/2024, each brand’s communication will therefore follow a distinctive strategy based on its own characteristics and specific positioning.
For more information:
Jessica Sabatini
VOG
Tel: +39 059 7863894
Email: jessica.sabatini@fruitecom.it
www.vog.it/en