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The director of Vog Consortium, Gerhard Dichgans.
Il direttore del Consorzio Vog, Gerhard Dichgans.
advantageous opportunities. The calibres
our production had were welcomed by the
market, guaranteeing to our partners in Alto
Adige the covering of expenses, after the
disappointing sales in 2009/10.
What are the main challenges of this
new season?
During the summer, the left amounts will be
allocated to our best customers by any particular
difficulty. That is also true for the
other areas of production. This is due to the
scanty amounts of apples imported by the
Southern hemisphere, which have been
lower than what we expected. So, this will
let us have a normal transition from 2010
crop to 2011 one, as we will not have the
overlapping of these two consecutive years.
I think this sales season we will have
more normal market conditions, especially
thanks to a more regular production, by
calibres on the average. During last season,
the export market was characterized
by small size apple supply. On the contrary,
this year, we will come back to calibres
of 70/80, sold above all in foodtainer
and alveolus and less in bag. As far as my
information is concerned, such a situation
should be in common with all the other
areas of production in West Europe.
On the other side, this year, in Alto Adige we
will have the opportunity to properly meet
the Mediterranean Countries’ demand, as
we will have the amounts, the calibres and
the right varieties these markets want.
Such a situation, we will give us the opportunity
to be present by competitive prices.
Nearly a year ago, you launched the new business
and organization strategy: Vog 2010.
78 Fresh Point Magazine n.11 – november/novembre 2011
What’s the balance after one year?
In these days, we are concluding the estimates
concerning liquidations, but it is
already possible to draw some conclusions
concerning the applications of the
new strategy Vog 2010.
We briefly have to remember the main
points of our new strategic set up:
1) subdivision in 4 pools of the 16 Vog
coop, in order to improve the efficiency
of our service;
2) quality standardization;
3) planning improvement and availability
of product by means of a unified and
centralized programming of de-piling
and sale;
4) creation of 5 central specific workshops
of coordination for the each
market and customer;
5) a sole invoicing by means of Vog
Consortium.
The central sales office in Terlano has
remarkably increased the volumes of
sales, also by considering that export was
particularly receptive for our produce.
By involving all the directors in the selling
structure, we have been able to guarantee
to our customers trained and competent
business interlocutors. Such a situation let
us go over the transition from the old and
the new system with no difficulty.
Our customers’ feedbacks were clearly
positive. Therefore, we may say that we
got over the baptism of fire and, now, we
have to concentrate on the nearby marketing
season, by considering that basically
it seems to be more difficult than the
previous one.
(English version by Ilaria Nanni)
The crop is expected to be richer than in 2010.
La raccolta si prevede più abbondate del 2010.
Qualche giorno prima dell’inizio della raccolta
delle mele, il direttore del Consorzio Vog,
Gerhard Dichgans, ha svelato alcune previsioni
sull’andamento della campagna di
vendita 2011/12 dell’organizzazione di
Terlano, e ha tracciato un bilancio della
scorsa stagione commerciale e del primo
anno di vita della nuova strategia Vog 2010.
Cosa vi aspettate dall’inizio della nuova
campagna commerciale?
Se i numeri presentati a Prognosfruit sono
corretti, il raccolto europeo di mele dovrebbe
raggiungere i 10,2 milioni di tonnellate.
Anche se non bisogna fidarsi troppo, perché
la situazione di partenza è diversa rispetto
all’autunno 2010. Nelle zone di produzione
dell’Europa dell’Est, così come in Alto Adige,
si parla di un raccolto buono o addirittura
molto buono. In Europa centrale e sudorientale,
invece, alcune gelate hanno compromesso
la produzione di mele, che sarà più scarsa
rispetto agli anni precedenti e per provvedere
alla domanda domestica questi Paesi saranno
costretti a importare mele dall’estero.
Quali sono le ragioni del raccolto più
abbondante nel 2011?
La prima causa è sicuramente la fioritura
precoce delle piante, che quest’anno sono
germogliate con circa due settimane di anticipo
grazie a una primavera mite. Inoltre, le
zone di produzione dell’Europa occidentale
non sono state colpite dalle gelate che
hanno invece afflitto le aree melicole
dell’Europa centrale e orientale.
Ma la ragione più importante dell’aumento dei
quantitativi prodotti è quella legata alla pezzatura
dei frutti. Nel 2010 le mele presentavano