The 2026/27 apple season began with high temperatures, bringing the harvest forward. For the first Gala apples in particular, picking started approximately one week earlier than last season. Despite the weather challenges of recent months, VOG is approaching the new campaign with confidence, supported by the expertise of its growers and continued investment in technology.
Across the Consortium’s orchards, close attention is paid to fruit health and changing weather conditions. More than 75% of the total area is currently protected by anti-hail nets — rising to almost 100% for Club apples — which also help protect fruit from excessive sunlight and prevent sunburn. These are complemented by frost-protection irrigation and drip irrigation systems, enabling water resources to be used appropriately and responsibly. These innovations help protect crops, ensure continuity of supply and optimise the use of natural resources.
“We are looking ahead to the new season with confidence, backed by well-established teamwork with our commercial partners and the strength of our vision,” says Klaus Hölzl, Sales Manager at VOG. “The global context demands the highest levels of attention and flexibility, but the stability of our production and the versatility of our range enable us to respond promptly to the different needs of each market. Long-term collaboration with retailers remains fundamental to creating shared value throughout the supply chain.”
Spain: positive signs for the new season
The Spanish market continues to confirm its importance for VOG, with positive prospects for the season thanks to strong, long-standing relationships with its commercial partners and a close connection with consumers. Alongside Marlene®, the best-known apple brand in the country, interest is also growing in the more recent additions to the range, which are gaining increasing shelf space.
The need for segmentation
The focus on different varieties is based on consumer segmentation identified through a study commissioned by VOG from YouGov, which helps translate different consumer needs and consumption occasions into a range of products with distinct propositions and roles.
Lene® caters for the more price-conscious segment, offering an accessible and competitive proposition. Traditional Marlene® varieties such as Golden Delicious, Gala, Fuji and Granny Smith provide a solid and familiar foundation for everyday consumption.
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The organic range is aimed at consumers who value responsible production, origin, seasonality and organic farming. Pink Lady® and Kanzi® create value through their distinctive taste experience, consistent quality and strong brand identities built up over time.
Finally, Cosmic Crisp®, Giga® and RedPop® are innovative propositions capable of generating interest, attracting new consumers and creating new consumption occasions for the category.
