For fresh fruit and vegetable marketing and distribution in Asia
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Vog targets new markets with Marlene

Countries in Asia and the Middle East set to receive first shipments this month

Vog targets new markets with Marlene

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Italian exporter Vog is shipping its Marlene-branded apples to Qatar, Thailand and the UAE for the first time this season.

Shipments to the three respective countries departed by sea on 21 August. The initial consignments, totalling 60 tonnes of Marlene Royal Gala apples, will reach their destinations after a 30-day voyage.

“Last March we achieved a major milestone: the first Italian apples exported to Vietnam were our very own Pink Lady,” said Walter Pardatscher, chief executive of Vog. “Now we are adding three more steps to the Marlene brand’s progress. Our brand has reached over 25 countries in its 25-year lifetime: a result that fills us with pride and enthusiasm.”

Vog sales manager, Klaus Hölzl, said modern retail would be the primary avenue to market for the Marlene brand in all three countries.

“In Qatar, Thailand and the UAE alike, most of our apples will be sold through supermarket greengrocery departments: the feedback from our customers in the large-scale distribution market will be invaluable in this initial stage,” said Hölzl. “However, a few pallets will also be sold through the three countries’ fruit and vegetable markets.” 

Alessandro Dalpiaz, director of Italian apple association Assomela, said the shipments were a major milestone for the industry.

“This news is a source of great satisfaction for the entire Italian apple-growing industry, because it reflects our production system’s efficiency and its ability to open out new frontiers,” Dalpiaz explained. “We’re proud to see a quality international brand like Marlene bringing Italian excellence to these new markets.”

Vog is celebrating the 25th anniversary of the Marlene brand in 2020.

“We’re proud and delighted to have added three more countries to our list this year, the 25th anniversary of the birth of Marlene,” Vog marketing manager, Hannes Tauber, said.

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