VOG takes to the field at Fruit Logistica 2026 with a new strategic approach
At Fruit Logistica, the VOG Consortium unveiled a new strategic concept inspired by the findings of an in-depth European study commissioned by YouGov that analyzed consumption, shopper behaviour, trends, and personal interests.
A new game plan that uses sporting analogies—and soccer metaphors in particular—as a universal and immediately comprehensible language: the VOG team, with its large squad of varieties and brands, is ready to work with its clients to win the retail store battle, guaranteeing the ideal products for every consumer segment.
This is a strategic change of pace in terms of communications, but the ultimate goal remains the same: to put the needs and preferences of consumers at the center and tap into the expertise of the entire VOG team and the apple industry as a whole.
“We have chosen the soccer metaphor because it allows us to communicate our identity, how we construct a wide and diversified portfolio and how we deal with the different challenges of the season, always listening to the wishes and requests of our most important fans, the consumers, and working together with our commercial partners who help us to train the VOG team,” explains Walter Pardatscher, CEO of VOG.
The executive added that the aim of the new communication approach is to gradually create a genuine language, distinctive and shared with all VOG’s partners, to support decision-making on the product range, timing, and activities. This, he said, will enable the company to manage every phase of the season smoothly.
Apples: always in the hearts of consumers
As well as guiding the strategic actions of the consortium, the research commissioned by VOG to YouGov and carried out in October 2025 in 11 countries, confirmed the importance of apples in the lives of European consumers.
According to the study, in three representative countries, 84 percent of Italians, 85 percent of Germans, and 81 percent of Swedes say they regularly buy apples, with a weekly consumption frequency of over 70 percent in Italy and Germany, and 62 percent in Sweden. An impressive strike rate, as confirmed by high satisfaction levels, which are based on common factors across the different markets, such as constant availability, healthiness, ease of consumption, and value.
The study also identified five consumer groups that inspired the soccer concept at the base of this new journey: these are the target groups that VOG aims to attract by selecting the most suitable team and adapting its formation to suit the market and demand.
Apples are therefore a constant in the daily lives of consumers, just like their passion for sport: a universal language that unites and consolidates.
From tactics to goal: a strategy that hits the back of the net
VOG has responded to a dynamic and multifaceted European scenario with a winning strategy. In fact, the soccer metaphor makes it possible to quickly translate research insights into tangible portfolio and category management choices.
Just like in a soccer team, where the goalkeeper, defenders, midfielders, and forwards have distinct but complementary roles to play, variety, brands, price segments, and packaging solutions have their own clearly defined functions in the apple category.
The clear segmentation and structured management of the category make it possible to field a winning team that meets the different needs of consumers and shoppers.
The aim is to win the game and excite the fans, offering the right product range at the right time, facilitating purchasing choices, and creating value both for clients and end consumers.
In this scenario, to stay competitive, it is essential to keep playing until the final whistle— guaranteeing the product range year-round and always fielding the best team in every phase—and to invest in quality and innovation. At the same time, just as different leagues require different tactics, to prepare for every match, it is important to adapt both portfolio and category management to different distribution formats.
VOG takes an innovative approach to consolidating its long-standing objectives of acting as the point of reference for the apple sector, putting the consumer first and promoting a broad product range - strengths that have always enabled VOG to achieve its goals.
“At Fruit Logistica, we have launched a new pathway that brings innovation also into the sphere of language and communication. An evolving strategy, but one that remains faithful to the principles of teamwork, respect for different roles, seasonality, and the ability to react to changes in the market,” explains Hannes Tauber, VOG Marketing Manager. “The soccer metaphor isn’t just a creative exercise but a concept designed to leave a mark: an approach with a long-term vision, capable of turning the ‘soccer' analogy into a useful and functional tool, facilitating internal and external communication and creating bridges between different skills, origins and roles.”
Season review: Strong performances home and away
The launch of the new strategic approach comes during a positive sales season, with performance remaining strong since the opening months. Results that strengthen belief in VOG's innovation and diversification process in the markets.
In Italy, the consortium has consolidated its role as a market leader with around 40 percent of total turnover. Demand is constant in the apple market, and there is a growing openness to new products and brands: fertile ground for promoting its portfolio and ability to innovate.
In Germany, the competition is fierce due to the presence of local producers and a wide array of products. In this scenario, diversification, the quality of the product range, and planning with partners are key to standing out from the other contenders and becoming the number one choice of consumers.
In Spain, the trend remains stable and confirms the strategic importance of this market both for traditional varieties and for the new products that continue to gain traction and visibility.
The Nordic countries confirm their strategic importance to the consortium, while the non-European markets maintain their historic role. These destinations are becoming increasingly key with the structural growth of sales in countries where exports are possible, underlining the importance of a global approach tailored to demand.
“The changing geopolitical spectrum is resulting in growing costs, strain on the workforce, and market volatility: the championship is therefore hotting up but VOG remains steadfast in its commitment to creating balance and continuity,” comments Klaus Hölzl, VOG Sales Manager. “A team effort alongside our partners to transform challenges into opportunities and drive growth together.”
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