Walter Pardatscher, CEO of VOG, highlights: “This is a very special year for the consortium, which celebrates its 80th anniversary and reaffirms a story of innovation and cooperation that has yielded, and continues to yield, excellent results. Our aim is to remain vigilant and always ready to face challenges with speed and confidence in the future.”
The start of the new campaign for the more than 4,000 apple growers that are part of the consortium is marked by high fruit quality and positive signs of market demand.
The total Italian harvest will amount to 2.2 million tonnes, a 3% decrease compared to last year. Half of this will be harvested in South Tyrol, and around 500,000 tonnes in Trentino.
Recent months have seen very positive sales trends, with lower stocks than last year. “We’re pleased with the results so far and see a market ready to consume our apples. That’s why we expect a good start to the 2025/2026 season,” confirms Klaus Hölzl, VOG’s Head of Sales.
Strong position in the domestic market
The situation is particularly positive in Italy, VOG – Home of apples’ main market in terms of volume and turnover. “Varietal innovation is paying off. Thanks to new apples like Kanzi®, Envy™, Giga® and Cosmic Crisp®, which meet customer and consumer needs in terms of flavour and shelf life, we’ve gained a significant market share in recent years,” says Hölzl. Alongside these, Marlene is also gaining strength as a representative brand for classic varieties.
Spain: the top market for Marlene®
In recent years, VOG has grown steadily in Spain and expects strong demand to continue. “Outside Italy, Spain is currently the main market for Marlene®, which remains the most well-known apple brand in the country. It’s a very important export destination for us, both for its long-standing partnerships and geographic proximity,” says Hölzl.
The second most important international market is Germany, a long-standing destination with strong and consistent demand.
Exports outside Europe are also a key pillar, with VOG present on three continents and in over 30 countries beyond Europe, despite a geopolitical context that occasionally complicates transactions.
Promoting the apple category
The start of the new season also brings fresh brand support initiatives, with innovative and distinctive marketing and communication actions.
The most recent example is the collaboration between Giga® and Warner Bros. Discovery Global Consumer Products (WBDGCP), linking the large apple to Superman since June. The European campaign featured Giga® in stores with the new Superman “S-Shield” logo and was part of promotional activities and movie-related events. “It’s an excellent example of how we’re developing the apple category: through innovative campaigns that communicate each brand’s values in a distinctive, personalised and surprising way,” says Hannes Tauber, Head of Marketing.
Brand roll-out timeline
The first brand to launch this season is Marlene®, starting with the Gala variety. The Daughter of the Alps has just turned 30 and is set to unveil major updates this autumn. “Marlene® is increasingly appreciated in the countries where it’s sold,” affirms Tauber. A market study found that 9 out of 10 Italians know the brand, and 87% of consumers plan to purchase Marlene® again.
In September, the campaign for SweeTango™ begins—this fresh, juicy apple extends the summer. Kanzi® follows, with its energetic positioning and initiatives targeting a more dynamic audience. Envy™ will once again grace Milan Fashion Week, celebrating its fashionable image and sensory appeal. In November, Pink Lady® joins the line-up, a highly recognisable brand embodying positive values and emotions.
This year, the availability of Cosmic Crisp® will increase further, accompanied by urban lifestyle events highlighting its Heavenly Delight. Giga® will enjoy an extended sales season, and RedPop®, the sweet apple-shaped snack with a pop soul, will also be back—rebellious and perfect for treating yourself.
“Our work of ‘sowing, growing, and harvesting’ brands that speak directly to the consumer continues to bear fruit. That’s why, by listening to consumers and working closely with our retail partners, we’re preparing new initiatives to support our category,” concludes Tauber.
