Large European fruit co-operative VOG has restructured in order to deliver clarity, efficiency and tailored service.
Four pools representing the association’s 17 cooperatives, co-ordinated by a central workgroup, have this month been formed to create a new framework for the Association of South Tyrolean Fruit Growers' Co-operatives.
Starting with the first new crop of Royal Gala, all sales will be invoiced centrally by VOG and under a new production geography which has four areas - Bozen Süd, Bozen West, Meran and Unterland.
Alongside these pools, the Bio Südtirol co-operative markets organic produce. Each group works according to the same delivery, grading and selection rules for the fruit in order to guarantee uniformity of quality standards, as well a continual supply of produce throughout the entire season.
In contrast the sales process is co-ordinated centrally by VOG, whose most important body is the central work group, formed by a representative from each pool and presided over by the association’s managing director, Gerhard Dichgans.
This team is responsible for formulating commercial strategy, stock reduction schedules and marketing strategies in support of turnover objectives.
The directors of the individual co-operatives play a fundamental role within the new organisation. They are incorporated into the sales structure, with precise responsibilities in their relevant market.
Dichgans said: “The launch of VOG 2010 signals the end of a long process of analysis and internal discussion. This new organisation will enable us to increase our competitiveness, reducing internal complexity and keeping a tighter rein on costs.
“The economic climate and international challenges provide us with an important incentive to close ranks. We aim to create a compact organisation which is totally centred on the needs of our customers and on future market changes,” added Dichgans. “The new setup delivers considerable benefits to our commercial partners, who will be able to rely on even more efficient service, consistent quality and availability of produce throughout our entire commercial campaign.”
The acid test will be the first new crop of Royal Gala apples, scheduled for mid-August.
No comments yet