KURT RATSCHILLER’S INTERVIEW, VIP COMMERCIAL DIRECTOR CHALLENGES AND OPPORTUNITIES FOR THE NEW YEAR
To introduce this interview, it is worth looking at past results and comparing them with VIP's projections for the near future. To do this effectively, Kurt Ratschiller also focuses on the current market, which is the reference context for VIP.
What prospects does VIP foresee for the upcoming year? Can we count on market stability?
“We are starting this season with empty warehouses, both in Val Venosta and internationally. This is a significant advantage: it allows us to place the new harvest without any residual pressure.There is no prospect of oversupply in Europe, which is favourable for price stability and a more harmonious distribution across the various markets.” Speaking of advantages, one of VIP's strengths has always been the high product quality. Can we
confirm this?
“The portion destined for the fresh market shows superior quality compared to the previous year. The selections show fewer flaws, less bruises and better colouring than last year. These are fundamental elements in confirming our position as a reliable, superior quality supplier in our markets.”
EVOLUTION IN INTERNATIONAL MARKETS
To continue the interview, here are a couple of questions about the markets in each of the main countries where VIP operates, with a particular focus on the constantly growing organic segment.
QUALITY AND RELIABILITY
At the end of this interview, VIP's ability to guarantee the availability of apples 365 days a year is highlighted, offering continuity, variety and reliability, characteristics that make VIP an ideal and efficient partner throughout the supply chain. One of the most popular variety is undoubtedly Golden Delicious. How is production going?
“Golden production is perfectly aligned with market needs. This is a very positive sign for one of our main varieties.”
Generally speaking, did the eather affect quality?
“The month of July was particularly cold, slowing down fruit growth. As a result, we are looking at a harvest with a smaller calibre than last year. Markets such as overseas, India, Eastern and South-Eastern Europe can easily absorb these small to medium calibres, but the availability of 80+ ones will be reduced.”
VIP Val Venosta is approaching 2026 with the aim of consolidating its role as First Class Apple Partner, thanks to a wide range of products, careful market management and consistently excellent overall quality, capable of responding to the needs and demands of large-scale retailers.
The strategy outlined by Kurt Ratschiller confirms that quality remains the key to standing out and growing: a value that will guide every step of the new season.
