The Association of Fruit and Vegetable Cooperatives of Val Venosta has consistently underscored the ever-growing importance of Club apples within its strategic positioning plan, both through its words and actions.
Over the years, Club apple production has steadily become a cornerstone of VIP's growth strategy. From merely 1% of total production in 2014, Club apples now represent 15%, with further expansion planned for future seasons.
Kevin Trafoier, VIP's Variety Manager, commented on the current season: "Compared to 2023, we have seen a rise in the volumes of key varieties such as Ambrosia, envy, and Cosmic Crisp". This growth is attributed to both higher yields from existing orchards and the planting of new hectares. He also added: "For other Club apples, such as the well-established Kanzi and niche projects like Kissabel, Shinano Gold / Yello, and SweeTango, volumes remain consistent with last year".
Sales are performing well, with larger volumes enabling extended programs with certain clients. In the case of Cosmic Crisp, this has translated into a lengthened sales season.
According to the Variety Manager, quality remains a hallmark of this season: "The apples exhibit vibrant color, consistent sizing, and good flavor. Despite high summer temperatures, conditions remained within the threshold for a successful harvest. Growing in Val Venosta continues to be a privilege".
Trafoier plays a pivotal and nuanced role, managing relationships with Club partners—whom he describes as 'excellent collaborators'—and coordinating internally across VIP's quality, marketing, and sales teams to ensure seamless project execution."
Kevin Trafoier, VIP's variety manager
The complexity of managing VIP's Club apple varieties lies in their varying stages of development. Some, like Ambrosia, Kanzi, envy, and Cosmic Crisp, are already well-established, with over 150 hectares dedicated to each. Others are in the launch phase, while niche projects such as SweeTango, Yello, Kissabel, and Bonita are cultivated on no more than 50 hectares each.
Italy, Spain, and Germany are the primary markets for VIP's Club apples, with Scandinavia and Eastern Europe also playing significant roles. Beyond Europe, however, exports of Club apples remain limited—a stark contrast to classic varieties, which are distributed globally. The reason is clear: "In other continents, there are significant local Club apple productions. For example, envy and Ambrosia are widely grown in Canada, Chile, and New Zealand", explained Trafoier, whose family has been cultivating apples in Val Venosta for generations, including Club varieties.
There are multiple reasons behind the significant role that Club apples play within VIP's varietal assortment strategy: they expand the range of offerings to meet various consumer preferences; they serve as a source of competitive differentiation; and they ensure a year-round supply of apples.
Most importantly, Club apples embody a modernization of the varietal assortment, aligning with evolving consumer taste preferences—an evolution that VIP is dedicated to studying, anticipating, and fulfilling.
For more information:
VIP
Tel: +39 0473 723 300
Email: [email protected]
www.vip.coop