VOG has marked its 80th birthday at Macfrut 2025. At the international show held in Rimini from 6 to 8 May, the Consortium updated visitors on the positive trend in sales and the latest innovations regarding brands such as Marlene®, Cosmic Crisp® and Giga®.
VOG has been committed ever since its foundation to the growth of the apple sector, with dedication to the wellbeing of its home territory, its apple orchards and a socioeconomic fabric of more than 4,000 apple farmers. Over time, it has constructed brands that speak to today’s consumers and are well prepared for those of tomorrow.
“The Consortium was founded in 1945, at a time of major challenges, which demanded unity and a spirit of innovation,” Walter Pardatscher, CEO of VOG, explained. “Today, we bring this same approach to tackling a geopolitical and macroeconomic situation where outlooks are highly uncertain. Innovation, organisational efficiency, product quality and availability and constant collaboration with our commercial partners are the resources we deploy to provide security for our apple growers and ensure the satisfaction of consumers.”
VOG’s solidity is confirmed by the positive trend during January to May, a crucial part of the sales season. Even in a particularly problematical market, the Consortium has maintained good levels of sales and achieved its targets. The results from Italy, in both large-scale distribution and the traditional market, are very positive. “We have the necessary products available, and our apples have won spaces on shelves in stores,” comments VOG Sales Manager Klaus Hölzl. “What’s more, the new varieties are performing well and winning over new consumers.” The trend is also positive in Spain, where VOG has a consolidated market share. “Alongside the standard varieties, which have always been firm favourites with consumers,”
The trend is also positive in Spain, where VOG has a consolidated market share. “Alongside the standard varieties, which have always been firm favourites with consumers,” Mr Hölzl continued, “we’re now seeing the new varieties gain more and more visibility in stores.” This year, results have also been good from Germany. “We’re able to supply the right product, of good quality and with the certainty of year-round availability,” Mr Hölzl explained. “Geographically, we’re not far away, and this ensures more support for retailers in terms of logistics and planning.” When it comes to the markets outside Europe, several markets in Asia and Latin America are proving very interesting, with a good response to the new varieties and growing volumes.
Brands with a strong consumer-focus
VOG’s success is also grounded in its wide assortment, built up through decades of consumer-centred varietal and brand innovation. With more than 20 varieties produced by integrated and organic or standard methods, from the most established brands through to the most innovative types, the Consortium has the right apple for every need, every month of the year. “It’s our job to plant, foster and harvest brands with a clear, distinctive identity and value set,” explained VOG Marketing Manager Hannes Tauber. “With the varieties launched in the latest phase of varietal innovation, including Giga®, Cosmic Crisp® and RedPop®, we’re gaining new consumers. Although there’s still a long way to go, we’re very confident that we’re on the right path to increasing apple consumption.” Cultivating brands under this approach means deploying disruptive, distinctive communication campaigns. In this area, there will be many novelties supporting VOG’s offering in the coming months.
One of these will be the start of the campaign for Giga®, which with its mighty goodness will be at consumers’ side all summer long, with a rich media and in-store tasting campaign.
After engaging with Italian and Spanish consumers with amazing installations and original combination ideas in its “The Taste of Harmony” roadshow, Marlene® is preparing to celebrate its 30th birthday. From the end of August in this, its 30th anniversary year, the daughter of the Alps will continue to extend consumers’ insight into the world that lies behind its varieties and their origins. “Marlene® was one of the first VOG brands to introduce consumers to a genuine world of values,” Mr Tauber explained. Today, the daughter of the Alps is committed to continual renewal, to keep adding, season after season, to a storytelling that’s won strong recognition with its audience.” According to a survey commissioned by VOG, today 9 out of 10 Italian consumers confirm that they are familiar with the Marlene® brand, making it one of the country’s best known and most popular.
With the onset of spring, the campaign for Cosmic Crisp®, the game changer with the Heavenly Taste, is also now in full flow. Cosmic Crisp® engaged with visitors at Macfrut with a special sampling experience, just as it is re-engaging with European consumers with events that let them reach for the sky, reinforcing the association between the brand and its Heavenly Taste. After the opening event in the fascinating Zeiss Planetarium in Berlin, it will be bringing its unique taste and mood to special locations in cities in Germany, Italy and Spain. In Italy, the apple with the Heavenly Taste has also returned to domestic TV channels, with commercials running until 17 May.
“With the introduction of apples like Giga® and Cosmic Crisp®, not to mention RedPop®, the rebel with a sweet heart, even spring and summer are offering major opportunities for apple sales,” Mr Tauber concluded. “With strong products that respond to consumers’ demands all year round, we’ve got everything required to give value to the category!”
