The Consortium kicks off its 80th anniversary celebrations at Fruit Logistica. Chapter one: the past, a pioneering history that laid the foundations for the development of the industry.  

2025 marks an important anniversary for VOG – Home of apples: 80 years dedicated to its origins, expertise, sustainability, and the development of products and brands that can drive forward the apple segment. The celebrations of this milestone anniversary will last throughout 2025, mirroring the different phases of the work taking place in the fields: the planting (the past), the fostering (the present), and the harvest (the future). The first chapter of this story was told at Fruit Logistica, where the Consortium looked back over its long history, retracing the steps that led it to become one of Europe’s leading apple producers, laying the foundations for the future development of the entire fruit and vegetable industry.  

VOG was founded in 1945 at a very difficult time for apple farmers who had already long identified South Tyrol – Südtirol as an ideal environment for growing apples. In the immediate post-war period, the European economy was on its knees, markets had been lost, and competition was on the rise. In response, the South Tyrolean fruit industry made a decision to join forces and found the Consortium of South Tyrolean Fruit Growers’ Co-operatives (VOG). Today, with total production of 550,000 tonnes of apples a year using integrated and organic farming methods and an assortment of over 20 varieties and brands marketed in more than 70 countries, VOG is one of the biggest producers in the industry.  

“The desire to identify innovative and courageous solutions has been part of VOG’s DNA since the outset,” explains Walter Pardatscher, CEO of VOG. “Over the course of its 80-year history, the Consortium has always been focused on achieving continuous improvement and growth, from the work of the apple farmers in the fields to selection, storage and packaging activities, through to marketing. Today we are fortunate to be able to use this experience to look towards the future and continue to tackle the new challenges and opportunities that come our way with the same spirit that has always driven us.” 

VOG has been a pioneer since the start. As early as 1957, it introduced anti-frost irrigation to protect apple blossoms from frost and guarantee the availability of its products. The protection of the apple orchards is still a very topical issue. Today, for example, all contract variety orchards are covered with hail nets, as are over 75% of the production areas in general. In terms of storage, the first cold rooms for the long-term storage of the apples were introduced back in 1960, making it possible to market the fruits all year round. 

VOG’s work in the area of sustainability also goes back a long way. In fact, its Workgroup for Integrated Fruit Production (AGRIOS) was founded back in 1988 with integrated farming quickly becoming a standard practice right across the area. Its work with other local organisations has also continued into the present. Since 2020, VOG has been one of the promoters of sustainapple, the local apple industry sustainability strategy. 

“VOG has the honour, but also the great responsibility, of playing a lead role in the development of the apple segment in the local area and right across Europe,” adds Pardatscher. “For this reason, since 2022 we have styled ourselves as the “Home of apples”, a place where you can find the origins, expertise and sustainability that lie at the root of our products and brands. Over the next few years, we are ready to honour our commitment to developing the category, satisfying consumers and guaranteeing the success of our over 4000 apple farmers.” 

80 years of products and brands with the consumer at the centre 

VOG’s history of innovation also includes its frontline role in planting, fostering, and harvesting innovative brands in order to consistently grow its market share. Since the launch of the first VOG brand in 1971 and the introduction of the South Tyrolean trademark in 1976, apple marketing has been revolutionised. “The Consortium has played a leading role,” explains Klaus Hölzl, Sales Manager of VOG, “driving the development of the segment step by step to the point where it has become an international player with a network of over 70 countries. VOG is much more than just a supplier because it creates a dialogue with its customers and contributes its expertise to the management of the category. The centralisation of sales, a recent development in the last couple of years, has made this approach even more effective because it allows us to present ourselves to the customer as a single organisation.”  

“Thanks to our organisation and an assortment that covers all 12 months of the year, we are able to follow a seasonal plan that meets the needs of our main partners and our customers right throughout the year,” adds Hölzl. “As for the current sales campaign, trends are positive. We continue to grow in Italy and our new varieties have been met very positively in Europe. Outside of Europe, we are enjoying particularly strong growth in the Brazilian and Central American markets.” 

The history of the Consortium is one of innovation also as regards marketing and branding. 

“For years now VOG, together with its partners, has focused on varietal innovation in order to pre-empt the needs and wishes of consumers,” comments Hannes Tauber, Marketing Manager at VOG. “As a result of this, today we have a series of distinctive brands, each with its own specific identity and customer base, which enable us to satisfy all consumer requirements and develop an attractive and diversified range that is available all year round.” 

1995 proved to be a landmark year for VOG, the launch of the Marlene^® brand bringing consumers some of their best-loved varieties, such as the Gala, the Red Delicious, the Granny Smith, the Golden Delicious, and the Fuji. A success story that 30 years later sees the Daughter of the Alps take consumers into the heart of its land and its universe, revealing the rich tapestry of stories, flavours, and culinary possibilities that lies behind its varieties.  

In 1998, the VOG assortment welcomed its first contract variety: Pink Lady^®, a much-loved brand among consumers that continues to win over young families with its highly engaging communications. The success of Pink Lady^® was followed by a new phase of variety renewal: Kanzi^®, envy™, yello^®, Jazz™, and Evelina^® arrived and were followed in subsequent years by Crimson Snow^®, Joya,^® and SweeTango™. In 2021, the assortment was completed with the addition of Cosmic Crisp^®, RedPop,^® and Giga^®. 

“Today, our range of brands is able to speak to the values and the lifestyles of all consumers,” continues Tauber. “Our partners can also work with us to create attractive and diversified retail outlets. But our work doesn’t stop there, we are continuing to plant, foster and harvest brands also with an eye on capturing the consumers of tomorrow.” 

After the Berlin event, VOG will continue its 80th anniversary celebrations over the next few months by casting an eye on the present and the future of the Consortium.