On the occasion of European Organic Day, VOG – Home of apples officially launches its new organic apple marketing season and reviews the evolution of a segment that has become a key pillar of the Consortium’s strategy.
The organic harvest, which started a few weeks ago and will continue until November, is recording stable volumes and an increasing share of new varieties. This offer combines traditional selections with innovative branded concepts, allowing VOG to respond effectively to changing market conditions and strengthen its role as a driver of innovation within the sector.
“Organic production is an integral part of our offer and represents an important added value,” explains Klaus Hölzl, VOG Sales Manager. “With the start of the season, we are ready to work alongside European retailers, offering a diverse range that combines established varieties and innovative brands. Despite a slight reduction in volumes, the quality of the harvest and the diversity of our range allow us to guarantee our commercial partners continuity, long shelf life on shelves and an offer that is always adapted to supply requirements.”
The start of the season coincides with a favourable market environment. Overall sector data for organic products in 2025 confirm a strong growth trend in sales, with +9.2% in Italy (source: ISMEA Nielsen) and +13% in Germany (source: YouGov). These figures reflect a positive momentum that is also visible in the fresh produce sector, where organic products are gradually regaining prominence on retail shelves.
VOG aims to further strengthen this recovery together with European retailers, supported by a solid structure capable of ensuring supply throughout the year.
A complete range for year-round supply
“The strength of our offer lies in our ability to provide high-quality apples all year round thanks to a well-balanced assortment,” explains Hannes Tauber, VOG Marketing Manager. “Alongside traditional apples, we offer Club apples with a strong brand identity and develop, through new varieties and innovative concepts, complementary proposals capable of making the organic segment more attractive and encouraging consumption.”
“All of this is supported by clear and consistent communication that provides customers with practical tools to understand the offer, optimise assortment selection and rotation, and enhance the entire category, while guiding consumers towards a conscious and satisfying purchasing decision.”
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Varietal richness is one of the defining features of VOG’s organic offer, which is developed with the consumer at the centre. The work of the 300 family-owned farming companies belonging to the Consortium, which carry out organic production methods, allows the concept of teamwork to be applied also within the organic range itself: a true team that evolves throughout the season.
“We will continue listening to consumers and working closely with the retail sector to fully develop the potential of organic products,” concludes Hölzl. “Only by working together can we strengthen VOG’s role within the European market and contribute to the growth of the category.”
