The Vog Consortium announces the start of the new apple season with a complete “team”

The Vog Consortium – Home of apples has announced the start of the new apple season for its more than 4.000 apple growers, who are preparing to face the season with production expected to be in line with last year’s and a complete, wide-ranging assortment.

The climate context

As also emerged on the occasion of Prognosfruit, the apple season 2026/27 is opening in a climate context that requires particular attention from the entire European agricultural sector. The high temperatures have brought forward the start of the harvest: for the first Gala, in particular, harvesting began around a week earlier than last season, with fruit that nevertheless confirms its good quality. Despite the weather challenges of recent months, the expertise of the apple growers and ongoing technological investments enable Vog to approach the new season with solid confidence.

Attention to fruit health and weather conditions is in fact an ongoing commitment in the Consortium’s orchards. Today, more than 75% of the area is protected by hail nets – a percentage that comes close to 100% for Club apples – which are also effective in countering solar radiation and preventing sunburn. These are complemented by frost-protection irrigation systems and drip systems for targeted and responsible use of water resources. Innovations that help protect crops, ensure continuity of supply and optimise the use of natural resources.

The comment

“We are looking to the new season with confidence, strengthened by established teamwork with our commercial partners and by the solidity of our vision,” comments Klaus Hölzl, Vog’s sales manager. “The global context requires the utmost attention and flexibility, but the stability of our production and the versatility of our assortment enable us to meet the diverse needs of the markets in a timely manner. Long-term collaboration with the retail sector remains fundamental in order to create shared value throughout the supply chain.”

The communication strategy

It is precisely the concept of “team” that also guides Vog’s communication strategy . The approach, borrowed from the language of sport, makes it possible to present clearly and functionally an assortment in which each variety, brand and format plays a precise and complementary role. A line-up that Vog adapts together with its commercial partners over the course of the 12 months according to the different target groups, consumption occasions and specific needs of the distribution channels, with one objective: to simplify choice at the shelf and bring value to the category as a whole.

An approach that is also reflected in Vog’s international vocation , which looks at the different markets with a dynamic commercial vision, consolidating its presence in contexts where it is already well established while also seizing the opportunities offered by new markets.

Focus on Italy

In Italy, Vog’s core market, which accounts for around 25% of national apple production, the new season is opening with positive signals and strong consumer interest both in more innovative offerings and in more established varieties. This confirms the apple’s ever-greater centrality in consumption habits and, at the same time, the variety of dynamics characterising the category: a context that fits well with Vog’s decision to place segmentation at the heart of its strategy.

A complete team

For the first months of the new season too, Vog is therefore presenting a balanced line-up, ready to respond in a targeted way to the needs of the market and consumers. An impenetrable goal, a solid defence, a strong midfield, an incisive attack. Guiding the composition of the team is the consumer segmentation that emerged from the study commissioned by Vog from YouGov, which helps translate needs and consumption occasions into an assortment with distinct offerings and roles. On this basis, the Vog line-up covers different roles in order to respond in a targeted way to the needs of the market and consumers.

In goal there is Lene, which provides stability and security to the team and covers the most price-oriented segment with an accessible and competitive offering, also supported by promotional activities throughout the year. The defence is entrusted to the classic varieties Marlene such as Golden Delicious, Gala, Fuji and Granny Smith, which represent a solid and recognisable foundation for everyday consumption. In midfield, in the role of holding midfielders, are the organic offerings, aimed at consumers who are particularly attentive to responsible production, origin, seasonality and organic farming. In the attacking midfield position are Pink Lady and Kanzi which create value through a distinctive taste experience, consistent quality and a strong brand identity built over time. Finally, in attack, Vog fields Cosmic Crisp, Giga and RedPop, innovative offerings capable of attracting attention, winning over new consumers and opening up new consumption occasions for the category.

“Our assortment is designed to fully enhance the potential of the apple category, which, thanks to the variety of offerings, consumption occasions and different uses, can express itself through an increasingly segmented and targeted offering,” explains Hannes Tauber, Vog’s marketing manager. “Segmentation enables us to interpret consumers’ needs more precisely and build a balanced line-up. The football metaphor makes this approach immediately understandable and helps us support our partners in their assortment and category management choices.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.