VIP is optimistic about the recently started 2024-2025 season. Europe is expected to experience a limited harvest, accompanied by favourable pricing. In Val Venosta, despite the harvest being slightly below its full potential, the crop will be sufficient to meet Italian market demand and supply key target countries that will have specific supply needs.
Kurt Ratschiller, VIP's Sales Director, commented: "Central and Northern Europe are the markets where the product shortage will be felt particularly strongly, and we will be ready to meet their needs with our high-quality apples."
Golden remains a classic, now targeting younger consumers
The reduced availability of apples compared to last season, with a total decline of 11% according to Prognosfruit, will be driven by a drop in Golden apple volumes. The Golden variety from VIP, still the leading one in Val Venosta, where the new harvest is showing excellent quality so far. The new Golden crop will hit the market in October, once the previous season's supply is finished, ensuring the promised 12-month availability to retailers and traditional markets.
Ratschiller confidently stated: "Golden Delicious is the apple par excellence that has been on the market since 1914." Golden's main market is Italy, and the Mediterranean region with fans in Northern Europe.
Club apples, growing volumes and dedicated marketing efforts
While the 2024 harvest sees a decline in volumes of traditional IGP-certified varieties, club apple volumes are increasing. Varieties like Ambrosia™, Kanzi®, envy™, Cosmic Crisp®, Yello®, and SweeTango™ are seeing growth, a natural result of the orchards planted in recent years reaching fuller production.
One club apple has already kicked off the season: SweeTang, the apple "that tastes like summer" which has delighted consumers since the end of August. "The quantities are similar to last year, the quality is excellent, and the size is substantial. We'll sell out within a few weeks, by October" explained VIP's Sales Director.
Almost simultaneously, the Gala season has begun.
From mid-September, Red Delicious apples will hit the market, followed shortly by club varieties Kanzi and Ambrosia™. In October, the new Golden harvest will be available, which remains the main variety in terms of volume. Toward the end of the year, envy™ and Cosmic Crisp will be launched.
Asia Fruit Logistica
"Some varieties, such as Red Delicious, are highly appreciated and in demand in the Indian market, which always has a strong presence at the fair", said Joachim Rabensteiner, Export Sales Director, who represented VIP at the event.
A look at exports: Germany and Spain
The most important countries are undoubtedly in Europe: Spain and Germany. VIP is making significant marketing investments in Spain. The other key market is Germany, which boasts one of the strongest economies in Europe, where the local apple production this year will not be sufficient to meet demand.
For more information:
VIP
Tel +39 0473 723 300
[email protected]
www.vip.coop