Fruit Logistica represents a key event for VIP not only for operational business, but above all for strategic dialogue in a complex economic and political environment.
“Berlin is not just a trade fair, but a crucial moment for nurturing strategic networks” says Martin Pinzger, Director of VIP. “This is where the foundations for long-term decisions are laid. Cooperation and international networks are essential to ensure the sustainability and future of agricultural enterprises”
As a global player, VIP focuses on strengthening relationships and defining its strategic direction with a long-term perspective. The presence in Berlin was aimed at consolidating the network and engaging in discussions on a challenging market situation, with differing impacts across European countries. In this context, VIP reports stable consumption volumes.
Germany remains a key market: a strong harvest is accompanied by a period of economic weakness, representing a challenge. At an international level, however, the picture is more nuanced, with markets showing positive signals against the backdrop of a limited European supply.
Alongside international networks, VIP continues to invest in targeted collaborations, particularly in the Club apple segment, where various partnerships contribute to strengthening competitiveness and market positioning.
“Club apples allow us to develop clear and recognisable projects that create new consumption occasions and speak directly to younger target groups” explains Kurt Ratschiller, Sales Director of VIP. “This is a strategic segment that complements traditional varieties and generates new momentum across the entire value chain”.
With this in mind, VIP also places strong emphasis on the consumers of the future. Alongside new varieties, VIP is developing tools such as Apple Pairing, designed to enhance traditional varieties by placing them in new consumption contexts. This approach also includes a more targeted segmentation of Golden Delicious, with tailored solutions for selected sales channels.
At the stand of South Tyrol at Fruit Logistica, alpoma, the APO (Association of Producer Organisations, including VIP), showed its responsabilities and activities, such as enabling more efficient coordination on strategic topics such as variety innovation, research and development, while maintaining the autonomy of the individual organisations.
Through its participation at Fruit Logistica, VIP reaffirms its commitment to building strong relationships and long-term strategies for the international fruit and vegetable sector.
