At the beginning of August, VOG, the Association of South Tyrolean Fruit Growers’ Cooperatives, introduced major changes to its organisational structure. The Italian company, which harvests and sells more than half a million tonnes of apples every year, first announced the changes towards the end of last year as part of VOG 2010, a new strategic growth plan centred around a commercial and structural reorganisation of its cooperatives.
The new structure sees four new pools – Bozen Süd, Bozen West, Meran and Unterland – representing the association’s 17 cooperatives, divided according to their geographical production area and coordinated by a central workgroup. The Bio Südtirol cooperative will continue to market organic apples separately.
Starting with this season’s new Royal Gala crop, all sales will be invoiced centrally by VOG, with each group working according to the same delivery, grading and selection rules in order to guarantee informity of quality standards, as well as a continual supply of fruit throughout the entire season.
Fruitnet.com spoke to VOG managing director Gerhard Dichgans about the recent changes.
Can you explain how and why the new VOG 2010 strategy was developed?
GD: Our VOG 2010 project came about two years ago in 2008, beginning with an initial study phase during which we analysed the needs of our customers and our shareholders. We are convinced that in order to meet the challenges of an increasingly crowded and competitive market, it is essential to come up with an even more efficient, flexible, clear and personalised offering. Within our association, it is also important to close ranks and create a solid, simple and streamlined structure, but one which always has the full backing of our shareholders.
The cooperative spirit which has underpinned the success of our members for over 100 years is also essential to our future. It enables us to achieve shared targets which would otherwise be beyond the reach of the small individual producer. With the VOG 2010 project we have managed to adapt to changes imposed by the market and society, without losing sight of the needs of our membership base.
What have been the most significant changes?
GD: The new setup introduces a number of important new changes. First of all, from 1 August 2010, all sales will be invoiced centrally by VOG, which will coordinate the entire sales process. The cornerstones of the new structure are the four pools into which the association’s 17 member cooperatives are evenly divided according to their production zone: Meran, Bozen West, Bozen Süd and Unterland. These pools will take charge of the various harvesting, storage, grading and processing stages. They will work according to the same transportation, grading and selection rules.
Alongside these pools, organic produce will be marketed by the Bio Südtirol cooperative.
The most important body of the entire organisation is the Central Workgroup, formed by a representative from each pool and presided over by the association’s managing director. This team will be tasked with formulating the commercial strategy, establishing monthly stock reduction schedules and defining marketing strategies in support of the association’s turnover objectives.
What, ultimately, do you believe the benefits to VOG’s customers will be?
GD: More efficient services owing to a clear and simplified structure, uniformity of quality standards, continuity of supply and the availability of produce throughout the season. Also, closer alignment with the needs of customers, for an even more personalised service. Finally, simplified administrative procedures and unified billing through the VOG Association.
VOG’s new structure
Management
Chairman Georg Kössler
Director Gerhard Dichgans
Sales Manager Dietmar Pircher
Marketing Manager Hannes Waldmüller
PR Manager Sabine Oberhollenzer
Accounts Manager Helmut Gruber
Quality Control Sabine öttl
Pool Meran (218,000 tonnes)
Coop Lagundo, Coop Cofrum, Coop Cafa Merano, Coop Lana, Coop Lanafruit, Coop Melix Brassanone
Pool Bozen West (125,500 tonnes)
Coop Fruchthof überetsch, Frubona Coop Terlano, Coop Sacra
Pool Bozen Süd (106,000 tonnes)
Coop Dodiciville, Coop Grufrut, Coop Kaiser Alexander, Coop Eso
Pool Unterland (150,000 tonnes)
Coop Neufrucht, Coop Egma Caldaro, Coop Eofrut, Coop Kurmark-Unifrut
Bio Südtirol (20,000 tonnes)
No comments yet