For centuries, the apple has accompanied humankind – from the orchard to the table, from a simple snack to the central ingredient in culinary masterpieces. At a time when new varieties are flooding the market, it is precisely the classic apples, such as Golden Delicious and Gala, that once again prove they remain deeply rooted in consumer habits.
Italian producers, especially in Trentino and South Tyrol, have launched strong campaigns over the past decade to highlight the value of traditional varieties. It is not just marketing, but also a cultural mission: to remind consumers that the apple is much more than a fruit.
Research conducted on a sample of 1,500 Italians reveals that the apple remains the country’s favourite fruit. As many as 71% of respondents include it in their daily diet, 19% eat it regularly for breakfast, 32% as a snack, and 16% say that an apple can even replace a whole meal.
The main reason for choice is not price, but rather taste and aroma – 95% of respondents stated that these factors determine which variety they select. This is a strong signal: consumer loyalty can be built precisely on the quality and character of traditional apples.
Production. In 2023, Italy produced 1,878,891 tonnes of apples, of which more than 1.5 million tonnes were destined for fresh consumption. Golden Delicious dominates with more than 700,000 tonnes, followed by Gala (407,000 tonnes) and Granny Smith (193,000 tonnes).
Forecasts for 2024 indicate a slight decrease, with a total of 1,880,999 tonnes expected, but with significant growth in new varieties, such as Cripps Pink (over 124,000 tonnes) and Imperatore (over 155,000 tonnes). Nevertheless, the classics remain dominant: Golden and Gala together exceed one million tonnes, accounting for more than half of total national production.
VOG and Marlene. The VOG consortium of South Tyrol, the largest apple producers’ organization in the world, manages 10,700 hectares and unites more than 4,000 growers. With a production capacity of 500,000 tonnes, VOG is not only an economic giant but also a symbol of the region’s cultural identity.
The brand Marlene, celebrating its 30th anniversary this year, has become the emblem of Italian apples worldwide. With the slogan “Daughter of the Alps,” it offers consumers not only a fruit but also a story of origin, pure air, water, and tradition.
“Marlene is a pioneering brand that opened a new way of telling Apple’s story – as a product that carries the taste and culture of an entire territory,” says Hannes Tauber, marketing director of VOG.
Chefs and the apple. A key role in this rediscovery is played by chefs and gastronomic experts, who use the apple as inspiration for their creations. From red cabbage salad with Fuji, to smoked fish with Granny Smith, and caramelised Golden Delicious desserts – the apple proves to be a surprisingly versatile fruit.
These recipes show that the apple can be much more than a quick snack. It can be the soul of haute cuisine, a symbol of creativity and gastronomic diversity.
📌 Source: fruitbookmagazine.it
