(Rimini, 23 April 2026). At Macfrut, held from 21 to 23 April in Rimini, VOG – Home of apples is back in action with a team ready to tackle the second half of the season: a spring-summer lineup designed to precisely meet the needs of consumers and customers. The Consortium’s strategy centres on listening to the market, with the aim of highlighting a broad and diversified product range and bringing value to the entire apple sector.
The trade show was also an opportunity for VOG to reaffirm its commitment to ensuring supply continuity, consistent quality, and operational flexibility, even in today’s complex and evolving environment. This goal is achievable thanks to a well-organised team, in which every variety, brand and packaging type has a defined role, and to ongoing collaboration with our business partners.
“The current geopolitical climate undoubtedly presents a challenge for our sector,” comments Klaus Hölzl, Sales Manager at VOG. “Despite this, we continue to work closely with our customers, maintaining the strong relationships we have built up over time. The sales campaign is progressing as planned, and we are now in the second half of the season, ready to tackle it with confidence and with a well-structured offering that meets the market’s needs.”
This vision is underpinned by the Consortium’s new strategic concept, which guides its communication with consumers and customers. Based on a football metaphor, this approach makes it easier to present the product range and position the brands, simplifying decisions regarding product selection, timing and category management. This new game plan comes during a positive sales season, underpinned by a high-quality harvest and year-round availability, confirming one of the VOG team’s key strengths.
A dynamic and well-structured team took centre stage at Macfrut, designed to cover all consumer segments. Looking at the line-up, the Lene brand varieties are in goal, designed for price- and promotion-conscious consumers who buy apples mainly based on the availability of special offers. Marlene®, a long-standing brand that has always been part of VOG’s tactical line-up, is positioned in defence. It is a benchmark for traditional varieties such as Gala, Granny Smith and Golden Delicious, as well as for consumers who value tradition, viewing the apple as a classic, everyday food, often bought for the whole family. With its wide range of flavours, it provides a solid foundation on which to build the campaign, further supported by the new “I’m the fruit of your creativity” campaign, featuring in-store, digital and media initiatives designed to strengthen direct dialogue with consumers.
In midfield, VOG combines initiatives linked to sustainability and local heritage with highly recognisable brands. In defence, products such as Gala Bio, Natyra® and Inored Story® are appreciated by consumers who prioritise a sustainable lifestyle, seasonal produce and environmentally friendly products. Meanwhile, in attacking midfield, we have distinctive brands with strong positioning, designed for consumers who pay close attention to quality, origin and product appearance, such as Pink Lady® and Kanzi®. Kanzi®, the super-refreshing apple and natural source of energy, has been the focus of a targeted activation plan, with initiatives in university and sporting contexts, bringing “Power to Go” to the most dynamic moments of consumption.
The most innovative varieties are in attack, perfect for tapping into new tastes and consumption opportunities, aimed at consumers who care about trends and new products, viewing apples as a convenient snack between meals. These include Cosmic Crisp®, the game changer apple with its distinctive taste and appearance, which has revitalised the category, also appealing to younger, urban and contemporary consumers. It is joined by Giga®, which stands out for its size, firmness and naturally generous flavour, remaining delicious even in the latter part of the season: crispy, intense and balanced, designed to accompany social moments of sharing. This year, it is once again joining forces with the legendary superhero Superman, with whom it shares its most important values such as strength, generosity and the ability to forge bonds. The trio is completed by RedPop®, the little rebel with a sweet heart. Practical, juicy and incredibly sweet, it is ideal as a snack and perfect to carry with you for a healthy break. This year, RedPop® is also joining the world of superheroes, alongside Supergirl, for the film’s release at the end of June: just like the heroine, this apple combines character and sweetness, embodying authentic and contemporary strength.
“At Macfrut, we are unveiling our strategy for spring and summer, based on consumer feedback: segmentation allows us to identify evolving tastes and preferences and adapt our range throughout the season,” explains Hannes Tauber, VOG Marketing Manager. “The aim is to offer a range that meets the needs of each target group, creating value throughout the supply chain and simplifying purchasing decisions. In this process, the football metaphor helps us to clearly communicate our offering, supporting customers in their product range and point-of-sale promotion decisions.”
Just like in a winning team, every role is essential: from a solid defence to a creative attack, with a midfield that dictates the game. This strategy enables VOG to play a leading role throughout the season, pursuing a clear objective: to win the game at the point of sale alongside its partners, earning consumers’ trust every single day.
Press Contacts
VOG - Home of apples: Hannes Tauber | hannes.tauber@vog.it | +39 0471 256 721 Via Jakobi 1/A 39018 Terlano (BZ)
Press Contacts
fruitecom: Jessica Sabatini | jessica.sabatini@fruitecom.it | +39 338 730 7649 Sofia Berselli | sofia.berselli@fruitecom.it | +39 338 728 6158