Assomela Societa' Cooperativa in Trento, northern Italy, yields a significant part of Italy's apple production and has been an established player in the European export market for many years. The cooperative represents the interests of its growers (including VOG and VIP) in the national and international arena. According to spokeswoman Giulia Montanera, speaking at this year's ICOP producer congress in Weiz, the cooperation is trying to counteract the declining demand by means of targeted marketing measures and well thought-out decisions regarding the selection of varieties and production.
Due to the constant overproduction in the European growing countries, it is particularly difficult to open up new markets, she said. "Production volumes are still growing, while per capita consumption is stagnating across Europe. We are also seeing this trend in our most important export markets, Germany and Austria," Montanera said. The current challenges, such as cost increases and the increased focus on regionality in times of Corona, make the situation even more difficult.
The key question for the near future, she says, is how best to respond to the decline in consumption and how to attract new consumers to apples. According to Montanera, the origin, organoleptic characteristics and cultivation methods of the time-honored varieties need to be emphasized. After all, these varieties will continue to account for the largest share of total volume in the future. At the same time, however, niche items need to be expanded with purpose. "Innovative, red-fleshed varieties are finding increasing acceptance, especially among younger consumers. But forgotten, old varieties for regional markets as well as mini and snack apples for children are interesting niche products as well."
Increasing quality rather than quantity
Montanera also points to the interesting position of organic production. "We continue to see organic as the sales driver of the future and we are still looking to expand organic production. At the same time, however, we realize that the current production volume is far too large, compared to demand. That means we need to invest in increasing quality rather than quantity."
According to Montanera, sensible marketing measures at the point of sale are the key to success. "Especially in light of the rapid differentiation of supply in recent years, it has only become more difficult for consumers to make purchasing decisions. That's why at Assomela we have classified our varieties into six different categories to make the variety of offers clear. We also offer courses and seminars for grocery store personnel to provide expert guidance to consumers at the point of sale."
