The Home of Apples experience comes to Madrid: distinctive, diverse brands that reflect the values and lifestyles of modern audiences to meet the consumption challenge.  

Successful brands that are popular among consumers and ready to conquer new audiences with strong and distinctive identities: the entire assortment of VOG – Home of apples, capable of meeting the challenges of the markets, was on display from 8 to 10 October at Fruit Attraction.  

The Madrid event was held right in the middle of the new apple harvest, which has yielded positive results for VOG. With most varieties already harvested, estimates of good product quality and volumes have been confirmed, which will ensure availability for 12 months of the year. The year-round availability of a unique European assortment has also been confirmed for organic products.  

“Our organisation is approaching the 80-year mark, a long history entirely dedicated to apples. This is why we have the expertise to optimistically face the challenges of this autumn, starting with the consumption situation in Europe,” comments Walter Pardatscher, CEO of VOG. “But thanks to the commitment of our more than 4,000 apple farmers, we have the right products to face the market, and innovative brands that create value by prioritising consumers and their needs.  

The brands were in the spotlight at the special event reserved for clients and partners held at the magnificent La Quinta de Jarama on Tuesday 8th October. Through the immersive storytelling of some of the most representative brands, accompanied by tastings of special food pairings, participants enjoyed the consumer experience first-hand, discovering how each brand is connected with unique and distinctive values and lifestyles.   

“At Fruit Attraction we discussed how we plant, foster and communicate brands, always keeping the focus on consumers, their needs and their values,” explains Hannes Tauber, Marketing Manager at VOG. “It is essential to establish a dialogue with the people who will choose our products at the store, to give them the support they need to understand which is the right apple for them and to make the category increasingly attractive.” 

Guests at the event walked around six stations, each dedicated to a different brand. The Marlene^® island retraced the story of the daughter of the Alps, from the theme of origin, communication on the 4 seasons to the gourmet side with the Aroma Wheel, pairings, and the culinary experience. The pairings took visitors on a journey to South Tyrol. The organic Gala was accompanied by a typical mature cheese, and the Golden Delicious was combined with a mix of cinnamon, pine nuts, sugar, and sultanas, all ingredients of strudel, a pastry that exemplifies the way apples are used in the South Tyrolean cuisine.  

RedPop^® and Giga^® shared a station to highlight two different personalities. The first is a rebel with a sweet heart that you can always take with you for a pop snack. Giga^® is the mighty apple to share with friends and family. The combination with salted almonds emphasised the snack positioning of RedPop^®, while Giga^® was accompanied by speck, evoking sharing around the table.  

With a dreamlike display, envy™ opened the doors to its world of delights for the senses, going beyond the fruit and vegetable department, inspired by beauty and lifestyle. Its sweetness, combined with the creaminess of milk chocolate, offered a seductive sensory experience.  

Kanzi^® celebrated its 20th anniversary and its ability to retain a young, dynamic audience to help them face everyday challenges. The Pink Lady^® station focused on emotional value, recalling the history and values of an apple that has been winning consumers’ hearts for decades.  

The Cosmic Crisp^® station retraced the history of the apple category game-changer in a display that recalled its heavenly taste, with references to clouds and the sky.  

“At our Home of apples Experience we only presented part of the brands in our assortment, but there is much more,” Hannes Tauber explains. “At the event and on our stand the message was clear: we must continue to find new ways to communicate fruit and vegetables, putting consumers first.”