VIP Val Venosta has used its participation in Fruit Attraction 2026 to reinforce its strategy in the Spanish market, its main export destination, where the organisation is reporting positive growth. Sales have increased by around 1,400 tonnes compared with the previous season, consolidating VIP’s position in a market where Golden Delicious remains the leading variety.
The organisation’s medium-term objective is to strengthen its role as a key partner for Spanish retailers and guarantee a stable supply throughout the 12 months of the year, building on Golden Delicious while developing new market segments.
Golden Delicious and Club varieties
Golden Delicious remains at the heart of VIP’s strategy for Spain, complemented by a portfolio of Club apples including Cosmic Crisp®, Ambrosia™, envy™ and Kanzi®, whose market penetration continues to grow. Traditional premium varieties such as Fuji and Red Delicious also form part of the offering.
“We are, and will continue to be, Golden specialists in Spain,” says Juan Francisco Rivera-Urdaz, Sales Manager for VIP in the Iberian Peninsula.
According to VIP, Spanish retail is increasingly combining Golden Delicious with Club varieties to build a stable offering throughout the year. The organisation highlights that its production areas at altitude benefit from a significant temperature range and a unique microclimate, helping to deliver apples with excellent colour and texture while supporting continuity of supply.
Recognition for its sustainability strategy
VIP’s commitment to sustainability has recently been recognised with the BAMA Sustainability Award, highlighting the cooperative’s work across different areas of its operations.
Anne Person, Director of Sustainability and Quality at BAMA, praised the way sustainability has been integrated throughout VIP’s activities and implemented across a network of 1,500 growers.
The approach includes initiatives covering organic farming, responsible water management and packaging optimisation, among other areas.
“This recognition rewards our integrated approach,” explains Viktoria Alber, VIP’s Sustainability Manager, who stresses that the initiatives are supported by measurable and verifiable results.
A new space for the Spanish market
VIP’s commercial strategy was also reflected in its new stand in Madrid, designed with natural materials, wood and a flower meadow to convey Val Venosta’s connection with nature and apple cultivation.
For the new season, the organisation is maintaining its focus on Spain, with Golden Delicious taking centre stage, while strengthening collaboration with the traditional trade and organised retail and increasing brand visibility in selected regions.
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“We want to create a direct link between Val Venosta’s communication and the point of sale,” explains Benjamin Laimer, VIP’s Marketing Manager. The strategy aims to bring the messages of the “Apple Paradise” to the shelf and create new consumption experiences through initiatives such as Applepairing with local specialities.
With this strategy, VIP is entering the new Spanish season with a segmented portfolio designed to create value for both retailers and consumers.
