The 80th anniversary of VOG took center stage at Macfrut 2025. During the international event held in Rimini from May 6 to 8, the Consortium reflected on its current progress—from the positive sales trend to the latest developments of brands such as Marlene®, Cosmic Crisp®, and Giga®.
Since its foundation, VOG has been committed to developing and growing the apple sector, with a strong focus on the territory, cultivation practices, and the socio-economic fabric of more than 4,000 apple growers. Over time, it has built brands that speak to today’s consumers while looking ahead to tomorrow’s.
“The Consortium was founded in 1945 during a time of great challenges, which required unity and an innovative spirit,” explains Walter Pardatscher, General Manager of VOG. “And that is the same approach we are taking today as we face a geopolitical and macroeconomic context marked by significant uncertainty. Innovation, organizational efficiency, product quality and availability, and ongoing collaboration with our commercial partners are the resources we will deploy to provide our growers with security and our consumers with satisfaction.”
The strength of VOG is evidenced by the positive commercial performance during the key sales period from January to May. Even in a particularly challenging market, the Consortium maintained a solid level of sales and achieved its targets. This trend has also been confirmed in Spain, where VOG maintains a consolidated market share. “Alongside classic varieties, which have always enjoyed great popularity among consumers, we are now seeing increasing visibility of new varieties on store shelves,” explains Klaus Hölzl, VOG’s Sales Manager.
Brands that listen to the consumer
VOG’s success also relies on a wide assortment developed over decades of varietal and brand innovation, with the consumer at the center of attention. With over 20 integrated and organic apple varieties—ranging from classic types to well-established brands and the most innovative offerings—the Consortium provides the right apple for every need, 12 months a year.
“Our work involves planting, cultivating, and harvesting brands that have a clear identity and set of distinctive values,” says Hannes Tauber, VOG’s Marketing Manager. “With the varieties introduced during the latest phase of varietal innovation, such as Giga®, Cosmic Crisp®, and RedPop®, we are winning over new consumers. While we still have a long way to go, we are confident we are moving in the right direction to boost apple consumption.”
Cultivating brands with this approach means launching bold, distinctive communication campaigns. In this regard, there are several new developments supporting the VOG offer in the coming months.
Among them is the launch of the Giga® campaign, which—with its great flavor—will accompany consumers throughout the summer, supported by a broad media campaign and in-store tastings.
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After winning over Italian and Spanish consumers with eye-catching presentations and original food-pairing ideas during the El sabor de la Armonía roadshow, Marlene® is preparing to celebrate its 30th anniversary. Starting in late August, the Daughter of the Alps will continue to guide consumers through the world behind its varieties and origins. “Marlene® was one of VOG’s first brands to share a genuine world of values with consumers,” explains Tauber. “Today, the Daughter of the Alps is constantly renewing itself, season after season, deepening a storytelling approach that its audience recognizes and connects with.”
With the arrival of spring, so too came the Cosmic Crisp® campaign—the game-changing apple known as the Heavenly Pleasure apple. Cosmic Crisp® engaged Macfrut visitors with an exclusive tasting experience and continues to win over European consumers through events that offer a taste of heaven, reinforcing the bond between the brand and its Heavenly Pleasure. After its first stop at the fascinating Zeiss Planetarium in Berlin, the campaign will bring moments of pleasure and unique atmospheres to special venues in cities across Germany, Italy, and Spain.
“With the introduction of apples like Giga® and Cosmic Crisp®, as well as the sweet and rebellious RedPop®, spring and summer have become important apple seasons too. With strong offerings that respond to consumer needs year-round, we have all the ingredients to add value to the category,” concludes Tauber.
