Apple marketer says large local crop and lower consumer spending have put pressure on sales, although the situation across Europe is different
Italian apple marketer Vip Val Venosta says it faces a challenging market in Germany this season as a large local crop and lower consumer spending conspire to put pressure on sales.
At Fruit Logistica 2026 in Berlin last week, the group reaffirmed its commitment to building strong relationships and long-term strategies – not only in Germany but across the international fruit and vegetable sector.
It also underlined its strategy of investing in so-called club apples, premium varieties with marketing strategies based on controlled production volumes and consumer promotions.
“Berlin is not just a trade fair, but a crucial moment for nurturing strategic networks,” said Vip director Martin Pinzger. “This is where the foundations for long-term decisions are laid. Cooperation and international networks are essential to ensure the sustainability and future of agricultural enterprises.”
Fruit Logistica represents a key event for Vip not only in terms of its business operations, but primarily when it comes to strategic dialogue in what it sees as a complex economic and political environment.
Its presence in the German capital was therefore especially timely, given this year’s challenging market situation.
There are positive signals across Europe, it reported, against a backdrop of limited European supply. In that context, licensed varieties appear to offer a more dependable commercial model.
“Club apples allow us to develop clear and recognisable projects that create new consumption occasions and speak directly to younger target groups,” explained Kurt Ratschiller, the company’s sales director.
“This is a strategic segment that complements traditional varieties and generates new momentum across the entire value chain.”
