VOG leans into legacy and innovation

With around 4,000 apple farmers involved, apple producer and marketer VOG has officially inaugurated the 2025 harvest. In the midst of the Fruit Attraction 2025 conference in Madrid, Marketing Manager Hannes Tauber told FreshFruitPortal.com that the South Tyrolean firm is working on the fall campaign, highlighting the high quality and abundant yields.

VOG’s broad product selection and innovation have been key to its success, the consortium says. Marlene®, one of the company's star brands encompassing tried-and-true varieties like Gala, Golden Delicious, Red Delicious, Granny Smith, and Fuji, celebrated its 30th anniversary this year, an occasion also highlighted during the fair.

During a press conference organized by VOG at Fruit Attraction, the consortium retraced the “circular journey” of Marlene® apples, which originated in the orchards of South Tyrol-Südtirol, embodying all the richness and goodness of the fruit and its native land. 

“Marlene®’s values, story, and area of origin have always been central to its narrative, an all-important common thread that continues to be a vital part of its success,” said Tauber.

Global reach and sustainability as VOG’s pillars

The apple consortium is present in over 70 countries, with primary markets including Italy and Spain. Its Marlene® brand alone is available in more than 30 countries.

The company aims to reach new consumers and occasions of consumption through these products, emphasizing sustainability and waste reduction.

For VOG, sustainability also means utilizing residual apple materials. Peels, for example, are used to make fruit leather and paper, with some commercial applications already in sight, such as interior car materials and designer accessories.

Building deep connections

The company underlines the importance of storytelling and maintaining a direct link with consumers. Reconnecting people with the origin of their food is vital for cultural preservation and industry growth, Tauber adds.

“We need to add value to what fruits and vegetables can be, making the story approachable and personal,” he says.

VOG’s communication strategy includes positioning its brands as part of a broader “Home of apples” concept, fostering a community among partners, farmers, and consumers, and telling the story of apple cultivation across generations.

VOG’s outlook for 2026 

With a strong focus on innovation, sustainability, and consumer engagement, VOG is preparing for a dynamic 2026.

“Today’s apple-growing sector offers an increasingly wide and diverse range of products. This is why our job is to plant, foster, and harvest brands with clear and distinctive identities that speak directly to their target audience,” Tauber adds. “It’s important to move forward, to innovate. And it’s crucial to get the story and the values behind the apple out there.”

*All photos courtesy of VOG.

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