MELE MARLENE: WHAT CAN WE LEARN FROM A SUCCESSFUL STRATEGY?
If we want to understand how a brand can build a strong relationship with consumers, it is worth looking at the example of VOG and its Marlene apples. Their approach goes beyond sales; it focuses on market education, quality improvement, and building long-term trust.
A GOOD STORY STARTS WITH A VISION
Branding is not an immediate process – it develops over time. At VOG, they compare their strategy to cultivating an orchard: first, you plant the seed, then you nurture it, and only after several seasons do you reap the first fruits. Even though they have already achieved significant results, it continues to learn and adapt to consumer needs.
As Hannes Tauber, VOG’s Marketing Director, explains, true success comes when a brand is consistent and communicates its values. This is not always easy, especially in times of global challenges such as economic crises, supply chain disruptions, and rising costs. However, as he points out, what can be controlled – product quality and the relationship with consumers – must always be a priority.
WHY IS THE CONSUMER SO IMPORTANT?
One of the most common mistakes in selling agricultural products is focusing solely on the product itself rather than on consumer needs. VOG has changed this approach: “We can have the highest quality apple, but if we don’t understand what the consumer wants, it won’t be enough,” says Tauber.
Modern consumers do not buy just for taste – they want to know where the product comes from, how it was grown, and what impact it has on health and the environment. For this reason, VOG does not just produce apples but presents them as part of a healthy lifestyle.
HOW TO ADD VALUE TO A NATURAL PRODUCT?
One of VOG’s most innovative projects is the “Aroma Wheel” – a tool that allows consumers to discover the variety of flavors and aromas in apples. This concept encourages people to understand different apple varieties better and learn how to choose the one that best suits their eating habits.
This strategy is part of a broader approach that VOG applies – instead of simply selling a product, they are building a culture of fruit consumption. This is an excellent example for all producers who want to achieve long-term market success.
LOOKING TO THE FUTURE
The year 2025 will be significant for VOG as they will celebrate 30 years of the Marlene brand. This anniversary will be an opportunity to celebrate and reflect on what they have learned and how they will continue to evolve.
“We don’t need a crystal ball to know what the future holds. We have clear goals, and we will continue to achieve them,” concludes Tauber.
For everyone working in agriculture and fruit processing, the story of Marlene is an important lesson: Success does not come only from a good product but from understanding consumers, the ability to tell the right story, and creating added value.
