With a culinary journey that explored the flavours, fragrances, textures and characteristics of its range of varieties and brands, at Fruit Attraction 2023 the VOG Consortium presented its recipe for a new way of communicating apple culture and promoting the segment.

This theme took centre stage first and foremost at the VOG stand, with a display that showcased the Consortium’s range of products and brands and the new Aroma Wheel, and was also in the spotlight at the special event reserved for clients and partners held at the magnificent La Quinta de Jarama on Tuesday 3 October, where guests were able to fully immerse themselves in the “Home of apples” world.

Leading the way was Marlene®, the Daughter of the Alps apple, which with the Aroma Wheel and the culinary journey concept of the 2023/2024 campaign took on the role of apple culture ambassador. The culinary journey was also extended to the Consortium’s other brands, such as Kanzi®, Sweetango®, Giga®, RedPop®, Cosmic Crisp® and the organic Natyra®, in an experiential happening that explored the apple in all its complexity.

“Madrid was an example of how apple culture can be presented in a rich, engaging and positive way,” explained Hannes Tauber, VOG Marketing Manager. “To revitalise fruit and vegetable consumption we need to engage consumers and then encourage them to find out more and choose the apple that best fits their tastes and needs – an apple they will definitely be able to find among our range right throughout the year”.

The exclusive culinary journey was divided into six stages with three islands enabling guests to learn more about the three elements that make up the Home of apples: origin, expertise and sustainability. The fourth theme, products and brands, was explored with a culinary and sensory experience on the other three islands – flavour, aroma and texture – following the indications of our Aroma Wheel.

To help guests enjoy a complete apple-based sensory experience, chef Norbert Niederkofler, a son of the Alps just like Marlene® and winner of three Michelin stars and a green star for sustainability, created specific pairings for every variety, championing the different characteristics of each apple.
A few examples? At the flavour island, the acidity of the Granny Smith was paired with the bittersweet notes of dark chocolate. At the aroma island, the fruity fragrance of the Royal Gala was used to enhance the intense flavour of mushrooms. Last but not least, at the texture island the crunchiness and spicy notes of the Fuji were accompanied by smooth yoghurt.

But the Madrid culinary journey was also a comprehensive exploration of apple culture that spotlighted the work of VOG’s 4600 growers and of all the people that work in the cooperatives and departments of the South Tyrolean Consortium. There was also plenty of focus on organic apples at Fruit Attraction with the presentation of the new Marlene® Bio image.

“Fruit Attraction takes place just when our farmers are harvesting and the first apples of our range are returning to the markets,” adds Walter Pardatscher, CEO of VOG. “This added an extra layer of significance to our descriptions of the world we inhabit every day at the trade show. Customer response to our new products has been excellent and we look forward to continuing our work with them and making the fruit and vegetable segments even more attractive”.