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Green light to VIP’s marketing campaign

Ready to face the challenges of the next months

An efficient service for our clients has proved to be the winning card. A 15% sales increase for organic apples.

VIP’s 2020/21 harvest ended with a contraction of 20% compared to the previous year with volumes of about 250,000 tons, 32,500 tons of which are certified organic apples.

“We registered positive developments on both the Italian and European market for traditional varieties and club varieties in the premium segment during the first two months. In extra-EU countries, however, we initially had a slow start due to a combination of the health emergency and a prolonged season of the Southern hemisphere but the situation normalized with a more stable demand during the last weeks,” explains Fabio Zanesco, sales and marketing manager VIP.

The general situation on the apple market further reinforces this optimism: “Now that the harvest in France and Spain has been confirmed to be below expectations, we expect a stable market with dynamic consumption for the next months,” confirms Zanesco.

As far as the unprecedented growth in demand for packaged apples due to the pandemic is concerned, Zanesco specifies: “We are currently able to handle the demand, even though we have bottlenecks now and then. It remains to be seen if this trend stabilizes. If it should do so, we can adapt accordingly, as VIP has always distinguished itself by its great flexibility.”
VIP’s marketing strategy is based on highest product quality combined with an excellent service. The VIP association thus becomes a particularly reliable partner for the retail sector in such times of uncertainty.

The market development for organic apples from Val Venosta has also been positive so far. "The sales rhythm of our organic apples exceeded all expectations,” says Gerhard Eberhöfer, sales manager Bio Val Venosta VIP. “We registered a 15% increase compared to the same period last year and are optimistic about the next months.”

“We obviously notice an increase of competitors on the organic market,” underlines Eberhöfer. “For us, however, this is just a further incentive to work even harder and better. We aim at expanding this market in partnership with our clients, especially in Italy. I see growth potential on the Italian market and a generally increasing interest in this segment, which could lead to even more professionalization and interesting opportunities."


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