The new season begins against a challenging climatic backdrop for European fruit growing. High temperatures have brought forward the harvest of the first Gala apples by around one week, although the Consortium confirms that fruit quality is good.
More than 4,000 growers belong to VOG, which is entering the season supported by investments aimed at protecting orchards and optimising the use of resources.
More than 75% of the acreage is protected by anti-hail nets
Currently, more than 75% of VOG’s acreage is protected by anti-hail nets, a figure that approaches 100% for Club apples.
These systems also help reduce excessive exposure to sunlight and limit damage caused by high temperatures.
They are complemented by technologies such as frost-protection irrigation and drip irrigation, which the Consortium uses to safeguard production and improve water-use efficiency.
“We are looking ahead to the new season with confidence, supported by well-established teamwork with our commercial partners and by the strength of our vision,” explains Klaus Hölzl, VOG Sales Manager.
According to Hölzl, stable production and the breadth of the assortment will allow the Consortium to adapt to the different needs of individual markets in an international environment that requires greater flexibility.
Positive prospects for VOG in Spain
The Spanish market continues to play an important role for the Consortium, which expects positive prospects for the new season.
Alongside Marlene®, one of its main brands in Spain, VOG highlights growing interest in the more recent additions to its portfolio, which are gradually gaining more space on retail shelves.
The aim is to respond to increasingly differentiated consumer profiles with an assortment capable of covering different preferences, consumption occasions and price points.
A segmented assortment for every consumer profile
VOG’s commercial strategy once again focuses on assortment segmentation this season, drawing on a study conducted by YouGov into different consumer profiles and consumption occasions.
The company uses a football metaphor to organise its varieties and brands according to the role they play within the category.
In goal is Lene®, aimed at the more price-sensitive segment and supported by promotional activities throughout the year.
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The defence is made up of traditional Marlene® varieties such as Golden Delicious, Gala, Fuji and Granny Smith, which provide an established offering for everyday consumption.
The organic range occupies midfield, targeting consumers particularly interested in responsible production, origin, seasonality and organic farming.
In more differentiated positions are Pink Lady® and Kanzi®, while the attacking line-up features Cosmic Crisp®, Giga® and RedPop®, varieties with which VOG aims to attract new consumer profiles and create new consumption occasions.
Segmentation to add value to the category
“We have built our assortment to maximise the potential of the apple category which, thanks to the variety of products, consumption occasions and different uses, can be expressed through an increasingly segmented and targeted offering,” says Hannes Tauber, VOG Marketing Manager.
The strategy enables the Consortium to adapt its offering throughout the 12 months of the year, working with its commercial partners according to different channels, markets and consumer profiles.
VOG is therefore combining stable production with a strategy focused on segmentation, category management and continuity of supply, while continuing to consolidate its presence in established markets and develop new commercial opportunities.
