{"id":123306,"date":"2026-03-06T08:32:56","date_gmt":"2026-03-06T07:32:56","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=123306"},"modified":"2026-03-06T08:32:56","modified_gmt":"2026-03-06T07:32:56","slug":"benjamin-laimer-vip","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2026\/03\/06\/benjamin-laimer-vip\/","title":{"rendered":"Benjamin Laimer (VIP): “With our new varieties, we offer apples that perfectly match the demands of young consumers”"},"content":{"rendered":"

Benjamin Laimer<\/strong> is the marketing manager of VIP<\/strong>, the Association of Fruit and Vegetable Cooperatives of Val Venosta. Founded in 1990, VIP is a cooperative responsible for the worldwide marketing of apples grown in Val Venosta. The organization brings together more than 1,500 member growers<\/strong> across seven cooperatives in the region, combining integrated and organic farming methods with a strong commitment to premium quality and respect for nature. Since September 2019, the Juval cooperative has been dedicated exclusively to the processing of organic apples and has established itself as one of the most advanced organic apple storage and packaging facilities in Europe.<\/p>\n

\"Benjamin
\u00a9Bio Eco Actual. Benjamin Laimer, marketing manager of VIP, at BIOFACH 2026<\/figcaption><\/figure>\n

How to adapt apple varieties to the new consumer?<\/strong><\/p>\n

One of the most interesting topics at the moment is the new varieties for organic consumers, because we see a big advantage in offering organic consumers a new taste experience. We are currently facing a challenge in the organic segment. In most retail stores, consumers primarily encounter traditional varieties. To strengthen the position of organic products, we need to adjust this dynamic and create greater visibility and differentiation for organic offerings.<\/p>\n

From the outside, apples may all look the same, but in reality they are very different fruits \u2014 and this is something we also need to communicate more clearly to organic consumers. That is why we are broadening our target group and increasingly addressing younger consumers. This generation is often more attracted to berries and tropical fruits, which are perceived as more exciting and trendy. Apples, on the other hand, are not always seen as a particularly appealing or \u201ccool\u201d choice for younger consumers \u2014 and this perception is something we need to actively change.<\/p>\n

And what about communication?<\/strong><\/p>\n

With our new varieties, we offer apples whose characteristics are closely aligned with the preferences of younger consumers. These apples are exceptionally crunchy and juicy \u2014 qualities that this target group actively seeks.<\/p>\n

At the same time, our communication strategy is fully tailored to their expectations. We go beyond highlighting origin and the farmers behind the product. Instead, we position our apples as lifestyle products, integrating them into new contexts such as the fashion world and other trend-driven environments.<\/p>\n

I think this approach is very important, also in terms of how we communicate outside and inside the point of sale. All these new tasting experiences that we can offer to the consumer.<\/p>\n

“One of the most interesting topics at the moment is the new varieties for organic consumers, because we see a big advantage in offering organic consumers a new taste experience”<\/p><\/blockquote>\n

\"VIP\"
\u00a9Bio Eco Actual. VIP booth at BIOFACH 2026<\/figcaption><\/figure>\n

What can be done, from a brand’s perspective, to be more relevant for the consumer outside of the point of sale?<\/strong><\/p>\n

There are various communication channels available to us \u2014 from print media and out-of-home advertising, such as bus branding, to television campaigns. While consistent external communication is essential for building awareness, it is equally important to ensure that this messaging is reflected at the point of sale.<\/p>\n

Consumers should immediately recognize in-store what they have previously seen in external campaigns \u2014 directly at the shelf and in close proximity to the product.<\/p>\n

We are standing in front of three different apple varieties. At first glance, they may appear quite similar. However, once you taste them, the differences become immediately apparent \u2014 each variety represents a distinct product with its own sensory profile.<\/p>\n

Let us begin with the sweetest variety, Envy\u2122. Apple tasting can be compared to a wine tasting: first, we focus on the aroma. Bringing the apple closer, we notice intense notes, including hints of banana. Taking the first bite, we concentrate on texture. Envy\u2122 is a distinctly modern apple \u2014 exceptionally crunchy, with a firm skin and crisp flesh that interact in perfect harmony. This texture profile aligns precisely with what younger consumers are looking for today.<\/p>\n

The second variety, Cosmic Crisp\u00ae<\/sup>, offers a completely new taste experience. Its strength lies in balance \u2014 neither too sweet nor too tart. In terms of texture, it differs significantly: it is notably juicier and delivers a refreshing bite. The finish is characterized by a pleasant, lingering sweetness. Cosmic Crisp\u00ae<\/sup> combines two strong unique selling propositions: a well-balanced flavor profile and a distinctive, refined texture.<\/p>\n

“We are talking about lifestyle products. We are bringing our apples into new worlds through new varieties and new tastes”<\/p><\/blockquote>\n

Let us now turn to the third variety, Kanzi\u00ae<\/sup>, which is closely linked to the season of consumption. While the first apple, with its pronounced sweetness and intense aroma, is ideally suited to the winter months, Kanzi\u00ae<\/sup> offers a completely different sensory profile. Its fresh, vibrant character makes it particularly well suited to spring. The variety stands out for its refreshing juiciness and its balanced interplay of sweetness and acidity, with subtle notes reminiscent of lemon and a hint of pineapple.<\/p>\n

\"\"
\u00a9Bio Eco Actual. Benjamin Laimer (VIP) and Oriol Urrutia (Bio Eco Actual) at BIOFACH 2026.<\/figcaption><\/figure>\n

Which one would you recommend to a retailer in Spain to have?\u00a0<\/strong><\/p>\n

We should provide stronger support to retailers in selecting the right assortment for their stores. A well-balanced portfolio should include both established standard varieties and carefully chosen premium options.<\/p>\n

As a solid foundation, varieties such as Golden Delicious, Royal Gala, and Fuji remain essential. In addition, it makes sense to complement the range with one new premium variety. It is also important to consider the appropriate consumption period for each individual apple.<\/p>\n

Kanzi\u00ae<\/sup>, as mentioned earlier, is particularly suitable for autumn but also performs well in spring due to its fresh and vibrant character. Overall, I would recommend including at least one of the new organic varieties alongside two or three established organic standards.<\/p>\n

Our role is therefore to work closely with retail partners to help them build a coherent, well-balanced portfolio that performs successfully throughout the entire year.<\/p>\n

How much weight does organic production have in VIP?<\/strong><\/p>\n

Organic production is extremely important to us; it accounts for 20% of our total volume. We are the largest organic apple producer in Europe, and all of our production is located in Val Venosta.<\/p>\n

Val Venosta is also the highest apple-growing region in Europe, with orchards situated at altitudes ranging from 500 to 1,100 meters. What does this mean in practice? The higher the altitude, the more compact, flavorful, and crunchy the apples tend to be.<\/p>\n

In addition, the valley\u2019s dry and windy climate creates ideal natural conditions for cultivation. All of these factors enable us to produce in close harmony with nature.<\/p>\n

Author:<\/strong>\u00a0Oriol Urrutia, Bio Eco Actual Co-Editor<\/p>\n

Subscribe<\/a>\u00a0to Bio Eco Actual Newsletter and be up to date with the latest news from the Organic Sector<\/strong><\/p>\n

Bio Eco Actual<\/strong>, International Organic Newspaper
\n<\/em>Read Bio Eco Actual<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Benjamin Laimer is the marketing manager of VIP, the Association of Fruit and Vegetable Cooperatives of Val Venosta. Founded in 1990, VIP is a cooperative responsible for the worldwide marketing of apples grown in Val Venosta. The organization brings together more than 1,500 member growers across seven cooperatives in the region, combining integrated and organic […]<\/p>\n","protected":false},"author":419,"featured_media":123359,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8356,5210],"tags":[],"class_list":["post-123306","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-leaders","category-latest-organic-news"],"yoast_head":"\nBenjamin Laimer (VIP): "With our new varieties, we offer apples that perfectly match the demands of young consumers" - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Benjamin Laimer is the marketing manager of VIP, the Association of Fruit and Vegetable Cooperatives of Val Venosta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bioecoactual.com\/en\/2026\/03\/06\/benjamin-laimer-vip\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Benjamin Laimer (VIP): "With our new varieties, we offer apples that perfectly match the demands of young consumers"\" \/>\n<meta property=\"og:description\" content=\"Benjamin Laimer is the marketing manager of VIP, the Association of Fruit and Vegetable Cooperatives of Val Venosta.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bioecoactual.com\/en\/2026\/03\/06\/benjamin-laimer-vip\/\" \/>\n<meta property=\"og:site_name\" content=\"Bio Eco Actual\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BioEcoActual\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-06T07:32:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2026\/02\/benjamin-laimer-vip-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"615\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bio Eco Actual\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bioecoactual\" \/>\n<meta name=\"twitter:site\" content=\"@bioecoactual\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bio Eco Actual\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2026\\\/03\\\/06\\\/benjamin-laimer-vip\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2026\\\/03\\\/06\\\/benjamin-laimer-vip\\\/\"},\"author\":{\"name\":\"Bio Eco Actual\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/#\\\/schema\\\/person\\\/43c1f0817cbc73f37ce66f2978084ceb\"},\"headline\":\"Benjamin Laimer (VIP): “With our new varieties, we offer apples that perfectly match the demands of young consumers”\",\"datePublished\":\"2026-03-06T07:32:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2026\\\/03\\\/06\\\/benjamin-laimer-vip\\\/\"},\"wordCount\":1157,\"publisher\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2026\\\/03\\\/06\\\/benjamin-laimer-vip\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.bioecoactual.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/benjamin-laimer-vip-2.jpg\",\"articleSection\":[\"Industry Leaders\",\"Latest Organic News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2026\\\/03\\\/06\\\/benjamin-laimer-vip\\\/\",\"url\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2026\\\/03\\\/06\\\/benjamin-laimer-vip\\\/\",\"name\":\"Benjamin Laimer (VIP): \\\"With our new varieties, we offer apples that perfectly match the demands of young consumers\\\" - 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