A new strategic approach will shape communications and dialogue with consumers, making the multifaceted world of apple cultivation clear and easy to understand. At Fruit Logistica, the VOG Consortium unveils a new strategic concept inspired by the findings of an in-depth European study commissioned to YouGov that analysed consumption, shopper behaviour, trends and personal interests.

A new game plan that uses sporting analogies - and football metaphors in particular - as a universal and immediately comprehensible language: the VOG team, with its large squad of varieties and brands, is ready to work with its clients to win the retail store battle, guaranteeing the ideal products for every consumer segment. A new way of presenting the VOG world and the identity of its brands, involving different generations and transmitting aspirational and educational values focused on excellence.

A change of pace in terms of communications, even if the ultimate goal remains the same: to put the needs and preferences of consumers at the centre and tap into the expertise of the entire VOG team and the apple industry as a whole, a broad and diverse panorama in which every variety and brand has a very specific role to play.

“We have chosen the football metaphor because it allows us to communicate our identity, how we construct a wide and diversified portfolio and how we deal with the different challenges of the season, always listening to the wishes and requests of our most important fans, the consumers, and working together with our commercial partners who help us to train the VOG team,” explains Walter Pardatscher, CEO of VOG. “The aim of the new approach is to gradually create a genuine language, distinctive and shared with all our partners, to support decision-making on the product range, times and activities, and enable us to manage every phase of the season in a smooth and consistent way.”

APPLES, ALWAYS IN THE HEARTS OF CONSUMERS

As well as guiding the strategic actions of the Consortium, the research commissioned by VOG to YouGov, carried out in October 2025 in 11 countries, confirmed the importance of apples in the lives of European consumers. According to the study, considering three representative countries, 84% of Italians, 85% of Germans and 81% of Swedes declare that they regularly buy apples during the year, with a weekly consumption frequency of over 70% in Italy and Germany and 62% in Sweden. An impressive strike rate, as confirmed by satisfaction levels, which remain high and are based on common factors across the different markets: constant availability, healthiness, ease of consumption and value. That’s not all, the study also identified 5 groups of consumers (tradition seekers, promotion seekers, quality seekers, sustainability seekers, trend seekers) that inspired the footballing concept at the base of this new journey: these are the target groups that VOG aims to attract by putting out the most suitable team and adapting its formation to suit the market and demand. Apples are therefore a constant in the daily lives of consumers, just like their passion for sport: a universal language that unites and consolidates.

FROM TACTICS TO GOAL: A STRATEGY THAT HITS THE BACK OF THE NET

VOG has responded to a dynamic and multifaceted European scenario with a winning strategy. In fact, the footballing metaphor makes it possible to quickly and immediately translate the insights of the research into tangible portfolio and category management choices. Just like in a football team, where the goalkeeper, defenders, midfielders and forwards have distinct but complementary roles to play, variety, brands, price segments and packaging solutions have their own clearly defined functions in the apple segment. The clear segmentation and structured management of the category make it possible to field a winning team that is able to meet the different needs of consumers and shoppers.

The aim is to win the game and excite the fans, offering the right product range at the right time, facilitating purchasing choices and creating value both for clients and end consumers.

In this scenario, to stay competitive it is essential to keep playing till the final whistle - guaranteeing the product range for 12 months a year and always fielding the best team in every phase - and to invest in quality and innovation. At the same time, just as different leagues require different tactics, in order to prepare perfectly for every match, now and in the future, it is important to adapt both portfolio and categorymanagement to different distribution formats.

VOG takes an innovative approach to consolidating its long-standing objectives of acting as the point of reference for the apple sector, putting the consumer first and promoting a broad product range - strengths that have always enabled VOG to achieve its goals.

“At Fruit Logistica we have launched a new pathway that brings innovation also into the sphere of language and communication. An evolving strategy but one that remains faithful to the principles of teamwork, respect for different roles, seasonality and the ability to react to changes in the market,” explains Hannes Tauber, VOG Marketing Manager. “The football metaphor isn’t just a creative exercise but a concept designed to leave a mark: an approach with a long-term vision, capable of turning the “football” analogy into a useful and functional tool, facilitating internal and external communication and creating bridges between different skills, origins and roles.”

SEASON REVIEW: STRONG PERFORMANCES HOME AND AWAY

The launch of the new strategic approach comes during a positive sales season in which performances have been lively since the opening months. Results that strengthen belief in the innovation and diversification process that VOG is pursuing on the markets. In Italy, the Consortium has consolidated its role as a market leader with around 40% of total turnover. Demand is constant in the apple market and there is a growing openness to new products and brands: fertile ground for promoting its portfolio and ability to innovate. In Germany, the competition is fierce due to the presence of local producers and a wide array of products. In this scenario, diversification, the quality of the product range and planning with partners are key to standing out from the other contenders and becoming the number one choice of consumers. In Spain, the trend remains stable and confirms the strategic importance of this market both for traditional varieties and for the new products that continue to gain traction and visibility. The Nordic countries confirm their strategic importance to the Consortium. The non-European markets maintain their historic role and are becoming increasingly key with the structural growth of sales in countries where exports are possible, underlining the importance of a global approach tailored to demand.

“The changing geopolitical spectrum is resulting in growing costs, strain on the workforce, and market volatility: the championship is therefore hotting up but VOG remains steadfast in its commitment to creating balance and continuity,” comments Klaus Hölzl, VOG Sales Manager. “A team effort alongside our partners to transform challenges into opportunities and drive growth together.”