Vip expects an apple season 2026 continuing in line with the average of the last three years

Vip, the Association of Fruit and Vegetable Cooperatives of Val Venosta, in the face of exceptionally low continental estimates due to climate change, announces that the Val Venosta harvest remains in line with the average of the last three years, ensuring ideal continuity and stable volumes throughout the B2B distribution chain.

Altitude as a climate shield

“Being in the highest homogeneous growing area in Europe, until now we could always count on a good completion of the production cycle,” explains Martin Pinzger, director of Vip. “This extraordinary Alpine microclimate protects against heatwaves and ensures ideal temperature fluctuations. In addition, rational drip and overhead irrigation systems have protected the orchards from drought, heralding an exceptionally clean harvest with calibres slightly larger than last year.”

Consistency in the classics and a boom in Club apples

The season gets under way with Gala, ahead by 2-3 days and with stable production. The slight decline expected for Golden, which remains a primary asset, and Red Delicious will be strategically offset by the planned growth of Club apples. In this regard, segmentation is also becoming a fundamental lever for the traditional offering: “With Golden Qualità Oro, we have succeeded in bringing Golden Delicious into the premium segment, while with Amélie we are working to build a recognisable identity for the second choice as well,” continues Martin Pinzger.

Apples such as Cosmic Crisp, envy and Kanzi will record a sharp increase, balancing the offering together with established cornerstones such as Ambrosia. This precise planning ensures an innovative premium assortment for 12 months, in line with modern consumption patterns.

First-class service guaranteed 12 months

“With a European market short on volume, having a product with excellent shelf life represents a crucial competitive advantage for large-scale retail. Vip intends to cover the entire apple shelf by offering varietal depth, excellence in conventional produce and absolute European leadership in the organic sector,” adds director Pinzger.

Innovation also translates into new approaches to category management: together with large-scale retail chains, Vip is developing a dedicated apple shelf capable of meeting consumer needs as effectively as possible throughout the year. Innovative projects such as “Applepairing” help tap into the major health trend and enhance the entire product range. The Apple Paradise confirms its ability to guarantee high quality, successfully overcoming global climate challenges.

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.