Italian apple consortium Vog marks 80th anniversary with strong sales and growing brand awareness

Italian apple company Vog says the start of the new season looks extremely promising, as sales of premium brands like Kanzi, Envy, Giga and Cosmic Crisp continue to grow, and consumer awareness of its portfolio brand Marlene reaches an all-time high.

The consortium, which is known as the ’ Home of Apples’ and celebrates its 80th anniversary this year, represents more than 4,000 growers, many of whom are already harvesting their new crops.

According to forecasts published during the recent Prognosfruit conference, Italy’s total apple production will total 2.2mn tonnes this time around, down 3 per cent on the previous year.

And although more precise data are expected later in the season, it is estimated that half of this will be harvested in South Tyrol, with more than 500,000 tonnes in the district of Trentino.

As such, the region should be able to offer year-round availability of high-quality fruit, ranging from modern, licensed varieties – essential for attracting new consumers – to ever-popular standards like Gala and Granny Smith. 

“This is the time when our apple farmers harvest the fruits of a year’s work,” comments Vog CEO Walter Pardatscher, “but it’s also a special year for the consortium, because we’re celebrating our 80th anniversary, marking a long history of innovation and cooperation that has borne and is still bearing excellent fruit.

“We’re determined not to rest on our laurels and to ensure we’re constantly ready to tackle the challenges of our sector with swift responses and confidence in the future.”  

Favourable forecast

Market conditions as the new campaign begins are said to fairly favourable for Vog. Sales in recent months have apparently been very strong, which leaves less stock left over from last season.

“We’re happy with the results achieved so far and we can see the market is ready to welcome our apples,” confirms sales manager Klaus Hölzl, “so we’re hoping that the 2025/26 campaign will get off to a good start.” 

In terms of volume and turnover, the situation appears particularly positive in Vog’s home market.

“Our varietal innovation is bearing fruit,” Hölzl explains. Thanks to new apples like Kanzi, Envy, Giga, and Cosmic Crisp, which respond to customers’ and consumers’ demands in terms of both flavour and storage life, we’ve won an impressive market share in the last few years.

He adds: “Alongside these, Marlene is growing in both importance and distribution coverage as a traditional variety brand. From the initial signs on the market, we’re expecting strong demand for the new crop, too.”  

In the last few years, Vog has also enjoyed growth in Spain, where it now anticipated strong, rising demand. “Apart from Italy, today Spain is the biggest market for Marlene, which is confirming its status as the country’s best-known apple brand,” Hölzl notes. “It’s still a very important export destination for us, due to our consolidated partnerships and its geographical closeness.”  

Germany too continues to be a significant market with good levels of apple consumption, making it a major, profitable destination for Vog. 

Exports to non-European countries, meanwhile, remain an important feature of this latest campaign, as Vog apples are sold on three different continents and in more than 30 countries outside Europe.

“Demand from some areas is already very high, and in general trends are very lively in all the countries where we work,” Hölzl reveals, “although of course there are challenges arising from the geopolitical situation, which we’ve now been managing in close cooperation with our commercial partners for some time.” 

Campaign trails

With the start of the new campaign, Vog is also hard at work on efforts to support the apple category through its brands – including distinctive marketing and communication activities to guide consumers towards the best apple for their needs, values and lifestyles.

The latest example is Giga’s recent association with the new Superman film. Since June, the branded apples have been sold with the iconic S-Shield logo and backed by attractive display units and promotions. 

“The Giga campaign was a success and enabled the apple to reach out to new consumers, offering them special moments to share with their family or friends,” explains Vog’s marketing manager Hannes Tauber. “It’s an excellent example of the work we’re doing to develop the category, creating innovative actions for the apple sector that convey the different brands’ values in a distinctive, individual, surprising way.” 

The first brand to offer new-crop apples for sale is Marlene, with Royal Gala. The so-called Daughter of the Alps recently turned 30 years of age and is preparing to announce important innovations in the autumn.

“The popularity of the Marlene brand is constantly growing in the countries where it’s present,” Tauber declares. “According to a market survey we conducted in spring 2025, nine out of ten Italians recognise the brand and 87 per cent of consumers expect to purchase Marlene in the future – a sign of the trust the public continue to place in us.”

He continues: “This year the Daughter of the Alps will continue its storytelling about its land of origin, the seasons and the experiences linked to the different apple varieties, in constantly fresh, exciting ways.” 

Branding boost

September also sees the start of a new campaign for SweeTango, a fresh, juicy apple that claims to ‘make summer last longer’. Then it’s the turn of Kanzi, positioned as a vital energy boost for consumers.

Elsewhere, Envy – the first apple to appear on the runway at Milan Fashion Week – returns in October to celebrate the fruit’s fashionable side and sensory pleasure.

Then in November, the distinctive brand Pink Lady goes on sale to embody positive values and feelings. 

This year sees a further increase in the availability of Cosmic Crisp. Its marketing will underline the variety’s ‘Heavenly Taste’ in urban and lifestyle settings.

Greater availability and a longer sales season are also expected for Giga, described as “a bold apple ready to share its goodness with the world”, and RedPop, the sweet, “rebellious” snack-sized apple which Vog says exudes a “pop soul, perfect for treating yourself to a well-earned special break”. 

“Our work of ‘planting, fostering and harvesting’ brands able to dialogue with consumers is continuing to prove fruitful,” Tauber concludes. “So, drawing on feedback from consumers and the invaluable input of our commercial partners, we’re already preparing thrilling projects to support our category during the new campaign.”