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Our History

Our roots

South Tyrol - Südtirol has a long tradition of fruit growing. As far back as the 16th century, couriers from the region around the River Adige brought fresh and preserved fruits to the courts of the Austrian and Russian monarchs. However, the opening of the railway over the Brenner Pass in 1867began the triumphal procession. To take advantage of this wider marketplace Coop Lagundo as first fruit growers' co-operative was founded in 1893, followed by many other co-operatives. Even the Second World War could not hinder the success of South Tyrolean fruit. For it was already on 24th August 1945 that several fruit growers' co-operatives joined under a new umbrella organisation. "Strength through unity" was the guiding principle behind the foundation.
The Consortium of South Tyrolean Fruit Growers’ Co-operatives, VOG, was born.
From its relatively modest beginning with nine associated co-operatives, VOG has grown quickly to become the largest apple-marketing organisation in Europe. Since the merger with ESO in 1999, the company has experienced ongoing change. As the result of a number of mergers, the 33 fruit grower co-operatives that formed VOG in 2000 have become the 13 members that we see today. These members actually represent 5000 growers who harvest annually between 550,000 and 600,000 tons of precious fruit of highest quality on 10,900 hectares of production area and who continuously strive to guarantee high quality standards, increase efficiency and reduce costs. 

1945

On 24th August the VOG was founded and Josef Ungericht was elected as the first chairman.

On 1st January the EEC Treaty becomes effective opening new perspectives for the fruit cultivation sector.

1959

1968

The beginning of a new era: the VOG’s recognition as a producer organisation resulted in new powers, subsidies and broad perspectives.

Creation of the VOG brand, that was both designation of origin and quality assurance. It was a stylised apple in an ellipsis, positioned between the words VOG and Südtirol, set on an orange background.

1971

late '70s
early '80s

The first dense planting attempts were already made in 1979, however the great transition wave only happened towards the end of the 1970s and beginning of the 1980s. By the end of the 1980s, approximately 90% of the entire fruit cultivation areas were covered with dense planting. This, of course, affected both production and sales. Yields per hectare grew significantly and production volumes soared. Through dense planting, the overall harvest doubled within 15 years.

Foundation of AGRIOS: IFP soon became the standard.

1988

1995

The 20th of October 1995 was a historic day. The new Marlene® brand was presented to the public at Maretsch Castle in Bolzano. From then on, the two consortiums, the VOG and the ESO (Producer Organisation of South Tyrolean Fruit Growers) presented a common marketing and distribution concept for the domestic market.

Georg Kössler was elected as chairman.

2008

2010

On 1st August 2010 the new sales and marketing concept started operating in the four pools Bozen Süd, Bozen West, Meran and Unterland.

2015

70 years of VOG

2017

Marlene changes its look and is now called „Daughter of the Alps“