Although European output is forecast to be slightly lower in almost all the continent’s countries due to the spring frosts, the prospects for the South Tyrolean Consortium are still positive. Focus on assortment, international markets, and increasing consumption.

The apple season is about to begin, and it will not be without its challenges. This is what emerged from Prognosfruit 2024, the annual itinerant conference during which the WAPA, the “World Apple and Pear Association,” publishes its forecasts for the upcoming apple harvest throughout Europe. The general picture that emerged from Budapest, where the event was held this year, was one of a decrease in most producer countries, with a crop expected at 10,21 million tonnes, a reduction of 11.3 percent compared to the previous year. 

Output has been adversely affected by the problems during flowering that occurred in many producer countries, including Germany, which reports a fall in output, especially in the areas in the East and North of the country. The same applies to Poland, Europe’s largest producer, for which the WAPA estimates a sharp drop in crop size, which will also have repercussions on industrial output. Production will also decrease in Benelux and France, although there will be expansion in Spain. With regard to Italy, the Prognosfruit data forecasts a slight fall in production. 

“The current phase is one of major transformations on the international markets, which are dominated by geopolitical uncertainties and the unknown factor of climate change,” VOG CEO Walter Pardatscher commented from Budapest during Prognosfruit. “To stay competitive, players have to adopt clearly defined production and marketing strategies and offer a high-quality product more and more closely attuned to customers’ needs.”

In this context, crop protection systems such as anti-frost systems and anti-hail nets, which can safeguard the growing area’s resources, are becoming increasingly important. Varietal innovation is also proving to be fundamental, with the choice of varieties that are more resistant to the changing climate.

“The fruit and vegetable sector is playing a crucial role in this scenario,” explains VOG Sales Manager Klaus Hölzl. “At present, the estimates say the 24-25 crop will record a slight decrease. As the harvest progresses we consult with our customers, step by step, assessing the actual quantities together to ensure optimal planning of the season. Our Consortium is ready to respond to challenges by fielding all the solutions that enable us to protect our members’ output and their livelihoods. We’ve had a tough year, which is ending on a positive note, and we’ll also have the answers for the coming season, trusting in the quality of our apples and the category management policies we’ve been developing for some time, both for integrated production and for our organic apples.” 

This year’s Prognosfruit programme also included a round-table discussion on fruit and vegetable marketing. The discussion shared best practices for creating and developing strategies to encourage fruit and vegetable consumption. Participants included VOG Marketing Manager Hannes Tauber.

“Our varietal assortment can meet diverse requirements for 12 months a year, and this is a fundamental asset for tackling the global situation and managing consumers’ demands effectively,” Tauber explained. “Our aim is to produce apples of the highest quality that can be sold in different marketing periods, at the times when each of them gives its best. Our well-structured, well-balanced offering is an opportunity to partner our customers in providing the consumer with the right apple for every need, at every time of year and on every market. We’ve also worked very hard to create strong brands, starting by “sowing” a brand, then “cultivating it,” and then “harvesting” the benefits with the most mature brands.  With this activity, combined with our innovative marketing campaigns, we aim to encourage consumption of apples and fruit and vegetables in general, and we’re optimistic about the coming year.”