High temperatures have triggered an early start to the campaign, but Vog says growers remain confident fruit quality will be high
Apple harvesting in Italy’s South Tyrol region has begun around one week earlier than usual, according to marketing consortium Vog, which also confirmed that production is expected to be in line with last season despite challenging growing conditions.
High temperatures have led to the earlier start, particularly for the first Gala apples, it said.
But despite the weather-related challenges, the group’s more than 4,000 growers apparently remain confident of good fruit quality and a strong campaign ahead.
“We are looking forward to the new season with confidence, bolstered by our established teamwork with our commercial partners and the strength of our vision,” commented Vog sales manager Klaus Hölzl.
Climate change continues to shape the way apples are produced in this part of Europe.
Today, more than 75 per cent of its orchards are protected by hail nets – a figure that rises to almost 100 per cent for licensed ‘club’ varieties – and these are apparently also effective in reducing solar radiation and preventing sun damage.
In addition, anti-frost and drip irrigation systems are used to help protect crops, ensure steady supply, and optimise the use of natural resources.
“The global context demands the utmost attention and flexibility, but our stable production and versatile product range allow us to promptly meet the diverse needs of the markets,” Hölzl adds.
“ Long-term collaboration with distributors remains essential for building shared value throughout the entire supply chain.”
Team approach
That teamwork ethic also guides Vog’s communication strategy this year: to promote the range of products on offer, it has borrowed a visual metaphor from the world of football, one where every variety and brand is allocated a specific, complementary position in a winning team line-up.
According to marketing manager Hannes Tauber, it has tailored this line-up with its business partners to meet the demands of different buyers, channels, and consumers with varying consumption patterns.
And the team’s composition is guided by consumer segmentation data that Vog gleaned from a recent YouGov study.
In effect, it aims to simplify the shopper’s choice in store, and add value to the entire category.
“Our product range is designed to fully harness the potential of the apple category, which – thanks to the variety of offerings, consumption occasions, and different uses – can be showcased through an increasingly segmented and targeted selection,” explains Hannes Tauber, Vog’s marketing manager.
“Segmentation allows us to more accurately interpret consumer needs and build a balanced line-up. The football metaphor makes this approach easy to grasp and helps us support our partners in their portfolio and category management decisions.”
