Research suggests organic fruit market continues to offer strong growth opportunities across Europe
Italian apple supplier Vog says the market for organic fruit continues to offer good opportunities for growth, as it prepares to enter the final phase of its own organic apple marketing campaign following a successful start to the season.
The company, which markets itself as Vog – Home of apples, boasts one of the largest and broadest ranges of organic varieties in Europe, drawn from around 300 family-run growers which make up the consortium.
This, it says, means it can offer continuous supply, consistent quality, and a good balance between traditional varieties and innovative products.
“We are ready for the final months of the season: our stock levels are in line with expected demand and, thanks to our well-structured product range, support various needs right through to the end of the campaign,” comments the group’s sales manager, Klaus Hölzl.
“Organic products are a key part of Vog’s range: year on year, we have made progress in terms of quantity and quality, as well as storage and packaging, and we intend to continue along these lines, cementing our position as the go-to partner for managing this category at the point of sale.”
Discerning tastes
New research into purchasing and consumption habits across Europe, which the group carried out recently in collaboration with YouGov, suggests the organic sector offers significant potential to expand sales.
For Vog marketing manager Hannes Tauber, that’s a very encouraging sign. “[Organic] has become synonymous with quality and taste, but also with innovation, and is a segment that continues to evolve in line with consumption trends,” he says.
Today’s organic consumers are informed and discerning, he suggests, and in addition to taste and reliability they also care about storage life, novelty and, above all, products with a distinct identity that reflect their values and lifestyles.
“This is why we are developing a dynamic product range, combining innovative offerings with our more established products and reinforcing Vog’s role as a driving force for innovation across the board,” he continues.
“At the same time, we are committed to making our product range on the shelves appealing and easy to understand, and to helping customers make easier purchasing decisions.”
