Consolidation and development will shape the strategy of VIP for the 2026-27 season. Following strong results in Italy with Club apples and organic products, the association aims to leverage the potential of its 1,500 growers and build on the work carried out over recent years.
The commercial strategy takes a medium- and long-term approach, focused on strengthening the positioning of its offering and maintaining sustained growth across its markets.
Record sales for Club apples
The results achieved during the 2025/26 season in Italy, VIP’s main market, support this strategy. The association recorded a sales record for its six Club apple varieties, with volumes increasing by around 15% for almost all varieties, despite a lower harvest of envy™.
The performance of its Club apples has enabled VIP to consolidate its presence both in Italy and in other international markets.
The organic segment also closed the season on a positive note. In Italy, sales of organic products reached a new record, increasing by 30% compared with the previous season.
Greater focus on brands
Alongside consolidating these results, VIP is continuing to develop its corporate brands. The association is strengthening the positioning and segmentation of Val Venosta, associated with the highest quality, and Amélie, aimed at apples with minor cosmetic imperfections that retain the same flavour characteristics and organoleptic properties as first-grade fruit.
The strategy also includes differentiated communication for each offering. In the case of Golden Delicious, specific segmentation has already begun to generate a positive response among customers.
Sustainability and supply chain
VIP’s strategy is being developed in a context in which coordinated management of production and the supply chain is becoming increasingly important. For the association, production levels that the market had previously taken for granted can no longer be guaranteed, increasing the importance of responsible management.
RELATED NEWS: VIP ensures continuity of supply despite lower European volumes
Sustainability also plays an important role in this approach. VIP addresses the issue from both social and environmental perspectives, with Viktoria Alber specifically responsible for this area.
Managing the entire supply chain is equally important to preserve the characteristics of the apples until they reach the retail shelf. Product and service optimisation will therefore be one of the key elements underpinning VIP’s strategy for the new season.
With this approach, the association enters 2026-27 aiming to consolidate the results achieved and develop new opportunities, while maintaining its positioning as a First Class Apple Partner.
