Vog introduces Innovation Corner to showcase apple advances

Italy’s Vog apple consortium has launched a new display format across several European countries that showcases its most modern brands together in one place in a bid to add value and attractiveness to supermarket produce departments.

Described as “a mobile, versatile and flexible station that adds attractive elements to the point of sale while guiding consumers in finding the right apple for their needs”, the Innovation Corner is designed to catch consumer attention and highlight varietal innovation.

The initiative has already debuted in a number of European retailers, featuring the Cosmic Crisp, RedPop, Giga and yello brands. Vog said it can be adapted to the specific needs of each market and time of year.

“With our vertical specialisation in the apple category, we are the ideal partner for category management projects that improve communication in the fruit and vegetable department,” said marketing manager Hannes Tauber.

“The Innovation Corner is an example of this. With this tool, the most modern and distinctive brands can fully leverage their ability to attract new consumers, intriguing them and providing them with the tools to identify their favourite product.”

Vog has been combining the new display with in-store tastings, which it said encouraged immediate purchase and even repurchase at a later date. The tool’s flexibility also made it possible to take apple communication outside the fruit and vegetable department.

“Both consumers and the customers we worked with were very enthusiastic about the initiative,” said sales manager Klaus Hölzl. “Consumers found a different display than usual, with more space to better explain varieties and brands.

“Retailers appreciated the effort made to create something innovative for the category: some managed to use displays creatively, adding communication elements. This enthusiasm confirms that this is the right direction and that the initiative reinforces the joint work between us and our partners to enhance the entire supply chain.”

Vog claims to have the right apple for every month of the year, grown by both integrated production and organic methods. Founded in 1945, the consortium comprises 11 cooperatives with 4,600 family farm members. It produces more than 500,000 tonnes of apples a year, destined for 75 markets worldwide.