Consortium recently showcased its organics offer at Dubai’s Organic & Natural Products Expo
Vog is looking to consolidate its presence in the Middle East and boost sales of organic apples in the region. According to sales manager Klaus Hölzl, the Middle East is a priority export market for the consortium because of its proximity and strategic importance.
“In addition to our organic products, in these areas we have also enjoyed lots of success with integrated farming brands like Marlene, Pink Lady and Kanzi, and are introducing the new Giga and RedPop,” he said.
The packaged organic food product market in the Middle East and Africa is growing by 7 per cent a year and is expected to reach US$1bn by 2026. Vog is already present in the market with organic varieties like the Royal Gala, the Granny Smith and the Red Delicious and the brands Marlene Bio and Biosüdtirol. Now its aim is to consolidate its presence in the region and develop the segment.
The consortium recently showcased its organics offer at the Organic & Natural Products Expo, which took place in Dubai from 12 to 14 December.
“The market has potential which we are determined to exploit by investing in the launch of new brands and increasing the proportion of organic products,” said Werner Castiglioni, organic sales manager at Vog.
“The Dubai event was an important strategic opportunity to expand our network and further develop our understanding of the region. The outcome was positive: we were able to meet potential partners and customers and introduce a very interested audience of wholesalers, retailers and hospitality professionals to our organic products: top-quality apples, with a wide range of varieties and brands, available all year round.”
Vog’s marketing manager, Hannes Tauber, said the event was an opportunity for the company to talk about its investments in organic production, as well as communications. “We play an active role in driving the growth of the market and the category, combining our knowhow and expertise with that of our business partners,” he said.
“At the same time, we look to broaden the appeal of apples with attractive brands that are able to transform stores into exciting and colourful spaces where consumers can find the apple – organic or the product of integrated farming – that embodies their values and lifestyles.”