At Macfrut, held in Rimini from 21 to 23 April, VOG – Home of apples returned to the field with a team ready to take on the second half of the season: a spring-summer line-up built to respond precisely to the needs of both consumers and customers. At the core of the Consortium’s strategy is a strong market focus, with the goal of highlighting a broad and diversified assortment and delivering value across the apple sector.
The trade fair also provided an opportunity for VOG to reaffirm its commitment to supply continuity, consistent quality and operational flexibility, even in a complex and constantly evolving environment. This is made possible by a well-structured “team” in which each variety, brand and packaging format plays a defined role, supported by ongoing collaboration with business partners.
“The current geopolitical context undoubtedly represents a challenge for our sector,” said Klaus Hölzl, Head of Sales at VOG. “Despite this, we continue to work closely with our customers, maintaining strong relationships built over time. The campaign is progressing in line with our plans, and we are now entering the second half of the season with confidence and a well-structured, market-driven proposal.”
This approach is supported by the Consortium’s new strategic concept, which guides communication with both consumers and customers. Based on a football-inspired metaphor, it helps present the range and position the brands more effectively, facilitating decisions on assortment, timing and category management. This “new way of playing” is part of a positive commercial season, backed by a high-quality harvest and year-round availability—one of the key strengths of the VOG “team”.
A complete and balanced line-up
At Macfrut, the spotlight was on a well-structured and dynamic “squad” designed to meet all consumption segments. Looking at the line-up, the goalkeepers are the varieties under the Lene brand, aimed at price-sensitive consumers who primarily purchase apples based on promotions and availability.
In defence stands Marlene®, a long-established brand and a cornerstone of VOG’s strategy. It represents traditional varieties such as Gala, Fuji, Granny Smith and Golden Delicious, targeting consumers who value tradition and see apples as a staple food, often purchased for the whole family. With its wide range of flavours, it provides a solid foundation for the category, further supported by the new campaign I am the fruit of your creativity, featuring in-store, digital and media initiatives designed to strengthen direct engagement with consumers.
In midfield, VOG combines sustainability-driven offerings with well-established brands. On the one hand, products such as Gala Bio, Natyra® and Inored Story® appeal to consumers seeking a sustainable lifestyle and seasonal, environmentally friendly products.
On the other hand, the attacking midfield features distinctive, strongly positioned brands aimed at quality-conscious consumers who pay attention to origin and appearance, such as Pink Lady® and Kanzi®. Kanzi®, known for its refreshing taste and natural energy, has been at the centre of targeted initiatives, including activities in university and sports environments that bring its Power to Go concept closer to more dynamic consumption occasions.
Up front are the most innovative varieties, designed to capture new tastes and consumption opportunities. These are aimed at trend-conscious consumers who see apples as a convenient snack. Among them is Cosmic Crisp®, the “game changer” apple, with a distinctive flavour and appearance that has helped revitalise the category, attracting younger, urban consumers.
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Alongside it is Giga®, which stands out for its size, resilience and generous flavour, maintaining its quality even in the later stages of the season. Crisp, intense and balanced, it is designed for sharing moments. This year, it once again joins forces with the legendary superhero Superman, sharing values such as strength, generosity and the ability to build alliances.
Completing the trio is RedPop®, the small apple with a bold personality and sweet heart. Practical, juicy and exceptionally sweet, it is ideal as a snack on the go, offering a healthy break at any time. This year, it also enters the world of superheroes alongside Supergirl, in connection with the release of the new film at the end of June, reflecting a combination of character and sweetness.
“At Macfrut we presented our game strategy for spring and summer, based on listening to consumers,” explained Hannes Tauber, Marketing Director at VOG. “Segmentation allows us to understand evolving preferences and adapt our line-up throughout the season. The goal is to offer an assortment that meets the needs of each segment, creating value across the supply chain and simplifying purchasing decisions. The football metaphor helps us communicate our offer clearly and support customers in category management at the point of sale.”
As in any winning team, every role is essential—from the solidity of defence to the creativity of attack, supported by a midfield that drives the game. This strategy enables VOG to approach the season as a key player, with a clear objective: to win at the point of sale alongside its partners and earn consumers’ trust every day.
