With its developing market and consolidated partnerships, the Middle East is ready for the organic produce of VOG – Home of apples. For this reason the Consortium was in attendance at the Organic & Natural Products Expo, which took place in Dubai from 12 to 14 December.
The Middle East is one of VOG’s most important markets outside of Europe. The consumption of organic food in the region is no longer just a trend but a genuine form of disease prevention. Located between Asia, Africa and Europe, Dubai is a gateway to the global market. In 2021 the packaged organic food product market in the Middle East and Africa was worth $820 million. It is growing by 7% and is expected to reach $1 billion by 2026. The Consortium is already present in the area with organic varieties like the Royal Gala, the Granny Smith and the Red Delicious and the brands Marlene® Bio and Biosüdtirol. Now the aim is to consolidate its presence in the region and develop the segment, whose relevance was underlined by the Consortium’s presence at the 21st iteration of the Dubai show.
“The market has potential which we are determined to exploit by investing in the launch of new brands and increasing the proportion of organic products,” explains Werner Castiglioni, Organic Sales Manager at VOG. “The Dubai event was an important strategic opportunity to expand our network and further develop our understanding of the region. The outcome was positive: we were able to meet potential partners and customers and introduce a very interested audience of wholesalers, retailers and hospitality professionals to our organic products: top-quality apples, with a wide range of varieties and brands, available all year round.”
“We were in Dubai to talk about our investments in organic production, but also in communications,” explains Hannes Tauber, Marketing Manager of VOG. “As the “Home of apples”, we play an active role in driving the growth of the market and the category, combining our know how and expertise with that of our business partners. At the same time, we look to broaden the appeal of apples with attractive brands that are able to transform stores into exciting and colourful spaces where consumers can find the apple – organic or the product of integrated farming – that embodies their values and lifestyles.”
VOG’s organic products are cultivated by 350 farmers that have chosen this production method and currently account for around 10% of the land farmed by the Consortium. As well as Marlene® Bio and Biosüdtirol, VOG’s organic range includes very popular consumer brands like Pink Lady® Bio, Kanzi® Bio, Evelina Bio® and envy™ Bio, as well as the more recent Giga® Bio, RedPop® Bio and Cosmic Crisp® Bio.
“The Dubai show was a great opportunity to dialogue and align with the market,” concludes Klaus Hölzl, VOG Sales Manager. “Even if our main focus remains Europe, the Middle East is a priority export market for us because of its proximity and strategic importance. In addition to our organic products, in these areas we have also enjoyed lots of success with integrated farming brands like Marlene®, Pink Lady® and Kanzi®, and are introducing the new Giga® and RedPop®.”
