The Italian organisation is therefore reaffirming its position as a “First Class Apple Partner” for large-scale retail, with the aim of ensuring continuity of supply, stable volumes and an assortment capable of covering 12 months of shelf presence.
Altitude as a shield against climate extremes
One of the distinguishing features of Val Venosta is its location in the highest homogeneous apple-growing area in Europe. This altitude acts as a form of protection against heatwaves and encourages the temperature variation needed for proper apple development.
“Being located in the highest homogeneous growing area in Europe has so far always allowed us to complete the production cycle successfully,” explains Martin Pinzger, Director of VIP.
In addition, carefully managed drip and sprinkler irrigation systems have helped protect orchards against drought. Current forecasts point to a particularly clean crop, with slightly larger fruit sizes than last year.
Stable traditional varieties and growth in club apples
The season will begin with Gala, with harvesting expected 2 to 3 days earlier and production remaining stable. A slight decline in Golden, which continues to be a strategic asset for VIP, and in Red Delicious will be offset by planned growth in club apples.
Against this backdrop, segmentation is also playing an increasingly important role within the traditional assortment. “With Golden Qualità Oro, we have succeeded in taking Golden Delicious into the premium segment, while with Amélie we are working to build a recognisable identity for second-class fruit as well,” says Pinzger.
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Varieties such as Cosmic Crisp®, envy™ and Kanzi® are expected to record significant growth, balancing the offer alongside established references such as Ambrosia™. This planning will enable VIP to offer a premium and innovative assortment throughout the year, adapted to evolving consumer trends.
First Class service all year round
In a European market facing limited volumes, having a product with good storage and shelf life becomes a competitive advantage for large-scale retail.
“With a European market short of volumes, having a product with excellent shelf life represents a crucial competitive advantage for large-scale retail. VIP intends to cover the entire apple category by offering varietal depth, excellence in conventional growing and absolute European leadership in the organic segment,” adds the organisation’s director.
Innovation is also reflected in new approaches to category management. Together with retail chains, VIP is working on the development of a dedicated apple section designed to respond more effectively to consumer needs throughout the year.
One of these projects is Applepairing, an initiative aimed at connecting with the health trend and highlighting the full product range.
A structured supplier for a demanding season
With these forecasts, the Apple Paradise is strengthening its ability to guarantee quality and continuity during a particularly challenging season for Europe.
For the 2026/27 campaign, commercial partners and retailers will find in VIP a structured supplier offering a broad varietal range, continuity of supply and a first-class service designed to meet the demands of modern retail.
