The VOG Consortium, one of Europe’s leading apple producers, is expecting to enjoy a positive start to the season. This optimism is based on the European production forecasts released by Prognosfruit, which point to a fall in volumes all over the continent. This, together with the predicted increase in quality of the harvest of the 4,600 VOG members, has raised hopes of a dynamic and vibrant start to the season following the difficulties of last year.

VOG CEO Walter Pardatscher had the following to say about Prognosfruit’s findings: “First of all – he explains – it is important to remember that these figures are only part of the picture and must be interpreted. Rather than concentrating on quantities, together with our customers we want to focus on category management so we can offer consumers the best possible assortment all year round.”

According to the forecasts, the situation is showing signs of improvement. “The European apple harvest is expected to amount to around 11.4 million tonnes, below last year’s production level – continues Pardatscher, CEO of VOG – The market seems to be relatively empty and this could result in greater market stability. The challenge remains that of general apple consumption. Faced with rising costs, we and all other producers have to secure higher levels of demand in order to increase our prices and guarantee the survival of our growers.”

According to Klaus Hölzl, Sales Manager at VOG, interesting opportunities could arise on the European market. “Italian apple production is in line with recent years at 2.1 million tonnes and France and Spain predict a slightly bigger harvest, but Germany and the Benelux countries anticipate lower yields – explains Hölzl – Given the limited local offer expected in our export destinations on the continent, this year could be more interesting for Italian apples. Nevertheless, it is important to diversify our markets and grow exports also outside of Europe.”

“The diversification of our markets is important and stems from our ability to offer the right apple for every need, all year round – confirms Hannes Tauber, VOG Marketing Manager – For this reason we support our partners in Italy and the world with a wide array of varieties and brands that also enable shops to broaden their ranges. With our brand diversification and innovative sector marketing campaigns, we aim to drive up the consumption of both apples and fruit and vegetables in general.”