At Fruit Attraction 2025, the VOG Consortium kicked off the final phase of celebrations for its 80th anniversary, presenting a clear and forward-looking vision. VOG – Home of apples is looking to the future with confidence and passion, listening to and anticipating change with ideas that prioritise consumers.

The whole of 2025 was dedicated to celebrating this important milestone, following a symbolic path inspired by the cycle of work in the fields: planting (the past), fostering (the present) and harvesting (the future). Fruit Attraction conceptually concludes this celebratory journey with harvest time, as VOG looks to the future, ready to face new challenges and opportunities both for itself and for the entire apple-growing sector. This nature-based approach has always guided the Consortium and will continue to do so: just as it has reaped the rewards of successful and well-established varieties in the past, it will continue to strive to plant new varieties and brands that meet consumer needs.

Founded in 1945, during a period of great change, over time the Consortium has built a solid and cohesive model that can face the challenges of the global market with vision and a collaborative spirit. Today more than ever, in an uncertain economic climate, VOG remains committed to ensuring quality and reliability throughout the production chain, working closely with its commercial partners, protecting the Consortium’s more than 4,000 apple farmers and continuing to satisfy consumers.

“Celebrating 80 years of history means not only looking back with pride, but above all reaffirming our commitment to the future. In the coming years, we will have to face major challenges, such as consumption, in a constantly changing landscape. This is why we believe it is strategic to continue innovating and adapting in order to quickly respond to change,” comments Walter Pardatscher, CEO of VOG. “Partly thanks to the extraordinary characteristics of the South Tyrolean terrain, we know that we can offer the right apple 12 months a year and create varieties and brands that will appeal to tomorrow’s consumers.”

The large selection of products is one of the pillars of VOG’s success, as confirmed by the results of the latest sales campaign, which saw solid performance from traditional varieties alongside growing interest in newer ones, completing the assortment with a wide range of distinctive products. The same applies to the new harvest, which began in recent weeks and is in line with expectations in terms of both volume and quality, aided by a positive market environment that is ready to welcome the new apples. “The outlook for the new season was and remains very positive. The start has been lively in all markets and we are seeing good demand for our apples,” commented Klaus Hölzl, Sales Manager at VOG. “In addition to Gala and SweeTango™, which were launched in August, we also began marketing Red Delicious, Golden Delicious, Granny Smith and Kanzi® in September, with excellent market feedback. For Golden Delicious and Granny Smith, we have also managed to ensure availability for 12 months in selected markets, guaranteeing a smooth transition to the new harvest.”

Numerous varieties and brands are featured at the VOG stand, which recreates the Home of apples with wood and natural materials: here visitors can feel welcome and discover the Consortium’s entire range of apples. From well-established brands such as Marlene®, a benchmark for classic varieties, to widely known brands such as Pink Lady®, Kanzi® and envy™, to the newest such as Cosmic Crisp®, Giga®, RedPop® and SweeTango™: VOG apples are presented at the fair, highlighting their personality, characteristics and values.

“Today’s apple-growing sector offers an increasingly wide and diverse range of products. This is why our job is to plant, foster and harvest brands with clear and distinctive identities that speak directly to their target audience. This will enable us to guarantee a product range that guides consumers through the purchasing process in an engaging and informed manner,” explains Hannes Tauber, Marketing Manager at VOG. This approach is also a good response to current changes in consumer behaviour, which shows that people are paying increasing attention not only to product quality, but also to the values that the product represents, the brand identity and the lifestyle it conveys.

“With our stand at the fair, which represents a truly welcoming Home of apples, we wanted to convey the universe that encompasses each individual brand and variety,” concludes Hannes Tauber. “Looking to the future, we firmly believe that courage and a disruptive approach are needed to effectively communicate and promote the entire sector: innovation will continue to be essential in order to fully seize the opportunities that lie ahead.”