Mumbai-based produce importer Yupaa officially launched Truval-branded Belgian apples and pears on the Indian market today (12 November), with a ribbon-cutting ceremony presided over by Karl van den Bossche, consul general of Belgium in Mumbai.
Yupaa plans to sell 1,000 tonnes of proprietary Truval Joly Red apples and 100 tonnes of Truval conference pears in cities across India this season at an introductory retail price of Rs160-Rs180 per kg.
Today's launch follows an exclusive supply agreement between Yupaa and Truval supplier BFV, Belgium’s largest fruit-growing cooperative.
Commenting on the launch, Yupaa's Parth Karvat told Fruitnet: 'We are very happy with the launch and are delighted BFV has joined hands with us to market Truval apples and pears. Yupaa has a history of introducing new varieties and new country of origins in India. We have an extensive marketing network across india and this will help us promote these varieties all over india.'
Yupaa has planned extensive and phased promotional campaigns to familiarise Indian traders and consumers with these two products, which are new to the market.
'We are currently in phase one of promotions with wholesalers. Phase two is to retailers and consumers,' Karvat explained.
'Conference pears in particular are not known to many Indians. They look very different to the pears currently on the market. Meanwhile, the Red Joly apple is a club variety exclusive to Truval, so also new in India. We are therefore doing a lot of promotional work to educate traders, retailers and consumers about these varieties.'
Karvat added that Truval topfruit is noted for its sweet taste, long shelf life, antioxidants and great quality.
'Truval fruit will compete on the quality, taste, packaging and the value it has to offer to customers,' he said.
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