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Positive outlook across all markets
VIP optimism for the new season
VIP is optimistic about the recently started 2024-2025 season. Europe is expected to experience a limited harvest, accompanied by favourable pricing. In Val Venosta, despite the harvest being slightly below its full potential, the crop will be sufficient to meet Italian market demand and supply key target countries that will have specific supply needs.
Kurt Ratschiller, VIP’s Sales Director, commented: “Central and Northern Europe are the markets where the product shortage will be felt particularly strongly, and we will be ready to meet their needs with our high-quality apples.”
Golden remains a classic
... and is now targeting younger consumers
The reduced availability of apples compared to last season, with a total decline of 11% according to Prognosfruit, will be driven by a drop in Golden apple volumes. The Golden variety from VIP, still the leading one in Val Venosta, where the new harvest is showing excellent quality so far, continues to perform well thanks to a winning combination of product, a well-defined target, and strategic marketing actions. The new Golden crop will hit the market in October, once the previous season's supply is finished, ensuring the promised 12-month availability to retailers and traditional markets.
Ratschiller confidently stated: “Golden Delicious is the apple par excellence. When Italians think of apples, they immediately think of Golden. It’s a special apple that has been on the market since 1914.How many products have survived for so long? The world was completely different 100 years ago, but Golden was already there and has continued to be enjoyed ever since, without interruption.” The manager added: “You shouldn’t compare it to newer varieties; it’s a timeless classic”. With its tender, juicy flesh, sweet yet slightly tart flavor, and iconic red blush on its golden-yellow skin, the Golden stands out, and VIP uses all its expertise to cultivate it with care, harvest it at the right moment, and store it in the best possible way.
Golden’s main market is Italy, where it retains a loyal consumer base, and more broadly, the Mediterranean region. It also has fans in northern Europe. The typical Golden consumer is mature, but thanks to targeted marketing efforts, such as the “Applepairing” project, VIP is successfully reaching younger consumers.
Club apples, growing volumes
and dedicated marketing efforts
While the 2024 harvest sees a decline in volumes of traditional IGP-certified varieties, club apple volumes are increasing. Varieties like Ambrosia™, Kanzi®, envy™, Cosmic Crisp®, Yello®, and SweeTango™ are seeing growth, a natural result of the orchards planted in recent years reaching fuller production. Alongside the volume increase, VIP is boosting investments in dedicated marketing activities, which are becoming increasingly important.
Club apples cater to consumers seeking new taste experiences and products with distinctive qualities. “With this new assortment of multiple varieties tailored to different consumer needs, we’ve not only managed to develop new markets and win new customers, but we’ve also stimulated the apple market in general, thus building a brighter future for the industry”, said Ratschiller.
One club apple has already kicked off the season: SweeTango™, the apple “that tastes like summer” which has delighted consumers since the end of August. “The quantities are similar to last year, the quality is excellent, and the size is substantial. We’ll sell out within a few weeks, by October” explained VIP’s Sales Director.
Almost simultaneously, the Gala season has begun. From mid-September, Red Delicious apples will hit the market, followed shortly by club varieties Kanzi® and Ambrosia™. In October, the new Golden harvest will be available, which remains the main variety in terms of volume. Toward the end of the year, envy™ and Cosmic Crisp® will be launched, two apples that, as Ratschiller noted, “have marked another step forward in the industry” and whose projects are carried out in collaboration with the VOG Consortium.
Golden remains a classic
... and is now targeting younger consumers
The reduced availability of apples compared to last season, with a total decline of 11% according to Prognosfruit, will be driven by a drop in Golden apple volumes. The Golden variety from VIP, still the leading one in Val Venosta, where the new harvest is showing excellent quality so far, continues to perform well thanks to a winning combination of product, a well-defined target, and strategic marketing actions. The new Golden crop will hit the market in October, once the previous season's supply is finished, ensuring the promised 12-month availability to retailers and traditional markets.
Ratschiller confidently stated: “Golden Delicious is the apple par excellence. When Italians think of apples, they immediately think of Golden. It’s a special apple that has been on the market since 1914.How many products have survived for so long? The world was completely different 100 years ago, but Golden was already there and has continued to be enjoyed ever since, without interruption.” The manager added: “You shouldn’t compare it to newer varieties; it’s a timeless classic”. With its tender, juicy flesh, sweet yet slightly tart flavor, and iconic red blush on its golden-yellow skin, the Golden stands out, and VIP uses all its expertise to cultivate it with care, harvest it at the right moment, and store it in the best possible way.
Golden’s main market is Italy, where it retains a loyal consumer base, and more broadly, the Mediterranean region. It also has fans in northern Europe. The typical Golden consumer is mature, but thanks to targeted marketing efforts, such as the “Applepairing” project, VIP is successfully reaching younger consumers.
Club apples, growing volumes
and dedicated marketing efforts
While the 2024 harvest sees a decline in volumes of traditional IGP-certified varieties, club apple volumes are increasing. Varieties like Ambrosia™, Kanzi®, envy™, Cosmic Crisp®, Yello®, and SweeTango™ are seeing growth, a natural result of the orchards planted in recent years reaching fuller production. Alongside the volume increase, VIP is boosting investments in dedicated marketing activities, which are becoming increasingly important.
Club apples cater to consumers seeking new taste experiences and products with distinctive qualities. “With this new assortment of multiple varieties tailored to different consumer needs, we’ve not only managed to develop new markets and win new customers, but we’ve also stimulated the apple market in general, thus building a brighter future for the industry”, said Ratschiller.
One club apple has already kicked off the season: SweeTango™, the apple “that tastes like summer” which has delighted consumers since the end of August. “The quantities are similar to last year, the quality is excellent, and the size is substantial. We’ll sell out within a few weeks, by October” explained VIP’s Sales Director.
Almost simultaneously, the Gala season has begun. From mid-September, Red Delicious apples will hit the market, followed shortly by club varieties Kanzi® and Ambrosia™. In October, the new Golden harvest will be available, which remains the main variety in terms of volume. Toward the end of the year, envy™ and Cosmic Crisp® will be launched, two apples that, as Ratschiller noted, “have marked another step forward in the industry” and whose projects are carried out in collaboration with the VOG Consortium.
Asia Fruit Logistica
Red Delicious for the Indian market
This year, VIP once again participated in Asia Fruit Logistica. “The Hong Kong fair takes place at just the right time, as the apple season begins and planning for the Asian markets is in full swing. Some varieties, such as Red Delicious, are highly appreciated and in demand in the Indian market, which always has a strong presence at the fair”, said Joachim Rabensteiner, Export Sales Director, who represented VIP at the event.
A look at exports:
Germany and Spain are key markets
While overseas markets play a certain role in VIP’s exports, the most important countries are undoubtedly in Europe: Spain and Germany.
VIP is making significant marketing investments in Spain. The Val Venosta apple brand is widely recognized, but until now, it has primarily been associated with the Golden variety. The goal now is to strengthen the presence of other varieties. Furthermore, VIP aims to expand into new regions of the country that the Consortium has yet to explore and that offer strong potential.
The other key market is Germany, which boasts one of the strongest economies in Europe, where the local apple production this year will not be sufficient to meet demand. “We will push organic products, for which there is strong interest in Germany, as well as club apples, which are still underdeveloped”, emphasized Sales Director Ratschiller.
Red Delicious for the Indian market
This year, VIP once again participated in Asia Fruit Logistica. “The Hong Kong fair takes place at just the right time, as the apple season begins and planning for the Asian markets is in full swing. Some varieties, such as Red Delicious, are highly appreciated and in demand in the Indian market, which always has a strong presence at the fair”, said Joachim Rabensteiner, Export Sales Director, who represented VIP at the event.
A look at exports:
Germany and Spain are key markets
While overseas markets play a certain role in VIP’s exports, the most important countries are undoubtedly in Europe: Spain and Germany.
VIP is making significant marketing investments in Spain. The Val Venosta apple brand is widely recognized, but until now, it has primarily been associated with the Golden variety. The goal now is to strengthen the presence of other varieties. Furthermore, VIP aims to expand into new regions of the country that the Consortium has yet to explore and that offer strong potential.
The other key market is Germany, which boasts one of the strongest economies in Europe, where the local apple production this year will not be sufficient to meet demand. “We will push organic products, for which there is strong interest in Germany, as well as club apples, which are still underdeveloped”, emphasized Sales Director Ratschiller.
