For VIP, Fruit Logistica represents a key appointment not only for day-to-day business operations, but above all for strategic dialogue in a complex economic and political environment.
“Berlin is not just a trade fair, but a crucial moment for nurturing strategic networks,” says Martin Pinzger, Director of VIP. “This is where the foundations for long-term decisions are laid. International cooperation and networks are essential to ensure the sustainability and future of agricultural holdings.”
A forward-looking vision
As a global player, VIP is committed to strengthening relationships and shaping its strategic guidelines with a forward-looking approach. Its presence in Berlin was aimed at consolidating its contact network and exchanging views on a complex market situation, with varying impacts across different European countries. In this context, VIP reports stable consumption volumes.
Germany remains a key market: a plentiful harvest is facing a period of economic weakness, creating a challenging scenario. However, at international level, the picture is more diverse, with some markets showing positive signals amid limited European supply.
Partnerships
Alongside international networks, VIP continues to invest in specific collaborations, particularly in the Club apple segment, where various partnerships help strengthen competitiveness and market positioning.
“Club apples allow us to develop clear and recognisable projects capable of generating new consumption occasions and connecting with younger audiences,” explains Kurt Ratschiller, Sales Director of VIP. “It is a strategic segment that complements traditional varieties and creates new momentum throughout the entire value chain.”
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In this context, VIP pays special attention to future consumers. In addition to introducing new varieties, the company develops tools such as Apple Pairing — pairing apples with specific dishes — designed to enhance traditional varieties in new consumption contexts. This approach also includes more targeted segmentation of the Golden Delicious apple, with solutions tailored to selected sales channels.
At the Alto Adige stand at Fruit Logistica, alpoma — the AOP (Association of Producer Organisations, including VIP) — was also present, promoting more efficient coordination on strategic issues such as varietal innovation, research and development, while maintaining the autonomy of the individual organisations.
Through its participation in Fruit Logistica, VIP reaffirms its commitment to developing strong relationships and long-term strategies for the international fruit and vegetable sector.
