This achievement has been made possible by a cutting-edge logistics and storage system, ensuring a constant supply without compromising product quality.
"The warehouse stocks are well-structured and carefully planned. Thanks to meticulous dispatch management, we are able to supply the market continuously and reliably," emphasises Peter Stricker, Head of Production at the Val Venosta Fruit and Vegetable Cooperatives Association.
Planning, therefore, proves to be an essential element in offering a quality product all year round. Kurt Ratschiller, VIP’s Commercial Director, highlights: "It is no longer enough to simply wait for apples to be available in storage and for customers to place their orders. We operate in an increasingly demanding, complex and competitive environment where good planning is key to success".
Technology and innovation serving quality
VIP’s commitment to customers goes beyond ensuring the availability of the product; it translates into the constant offer of excellent fruit throughout the year. This is also thanks to the adoption of state-of-the-art storage technologies, such as dynamically controlled atmosphere systems.
Peter Stricker explains: "In recent years, there have been significant developments in apple storage and processing. From harvesting to packaging, every stage of the production process has been optimised through the introduction of the most modern technologies to guarantee the highest quality standards for the market”. The cooperatives have progressively upgraded their facilities, further refining DCA, CA, and ULO storage methods, which use gas-tight rooms to precisely control oxygen and carbon dioxide levels. In terms of processing, investments have focused on advanced automation systems and delicate packaging technologies, such as water-based grading, designed to preserve the integrity of the fruit. A particular point of pride for the Association is the installation of modern automated vertical storage warehouses dedicated to finished and semi-finished products. The packaging departments are also equipped with the latest technologies, consistently aimed at offering customers a product of the highest quality.
Technological Modernization: Tangible Results for the Current Season
The current season is proof of how the efforts towards technological modernisation have borne fruit. Peter Stricker reports: "The envy™, Ambrosia™, and Gala varieties are almost sold out. KANZI® and Braeburn are also approaching the end of their commercial season. Even at this advanced stage, the fruits are in good condition. Currently on the market are the Pinova, Cosmic Crisp®, and Golden Delicious varieties, which have proved well-suited to long-term storage. We place particular emphasis on maintaining the freshness of these varieties to ensure high quality even during the summer months".
The smooth transition from one season to the next is made possible by optimal stock management, enabling the market to be supplied with consistently fresh apples. It is expected that the Pinova variety will be available until the start of the new Gala harvest, while Golden Delicious and Cosmic Crisp® have been stored in sufficient quantities to guarantee availability until the next production season.
The effective planning by VIP and the high quality of the product ensure that Val Venosta apples maintain a consistent presence in international markets and along the year not always covered by competitors.
Kurt Ratschiller highlights: "Thanks to the quality of the Gala variety, we were able to cover the month of March well again this year. Moreover, in markets such as Germany and the Czech Republic, where local product was absent this season, we recorded a good increase in sales".
Varietal shift and global horizons: export sales on the rise
However, growth in foreign markets was not limited to these cases. "We saw growth with our club apples across all our markets. This is a positive result, also due to the varietal renewal initiated in Val Venosta in response to new market demands", Ratschiller points out. "In the past, our focus in Spain was mainly on the Golden Delicious variety, which still remains the most widespread in the country. Recently, however, we have seen a significant increase in sales of other varieties. Positive results also came from Egypt, where we recorded an increase compared to last year, despite not yet reaching historical levels due to high inflation". One challenge this season involved the Golden Delicious variety, which showed a smaller calibre.
While this favoured price trends, it made meeting demand more difficult, particularly in Italy and Spain. Nevertheless, the season got off to a good start last autumn. Kurt Ratschiller concludes: "In December, we saw further positive developments, which continue to this day. Overall, we are satisfied with sales results so far, especially from the beginning of 2025, both in terms of the quantity distributed and the price levels achieved. The same holds true for organic apples, where we have successfully confirmed our position as market leader in Europe".
VIP’s apples on display at Macfrut
Val Venosta apples and their guaranteed year-round quality will be showcased at Macfrut, taking place in Rimini from 6th to 8th May, at the Assomela stand (B3 – 037). The event will offer visitors the opportunity to discover the excellence of a product available all year round, the result of careful planning and the adoption of cutting-edge cultivation, storage, and distribution techniques.
