A delegation of European officials and apple growers from the Italian Alps has launched a three-year promotional campaign targeting quality conscious consumers in Malaysia.
At a launch event in Kuala Lumpur on 28 May, the delegation outlined its promotional campaign to an audience of Malaysian fruit importers, wholesalers and the media.
The campaign, titled ‘Natural Goodness from the Italian Alps’, will include a series of tasting/sampling events at high-profile Malaysian malls, media outreach activities, as well as influencer and social media engagement initiatives.
Italian apple growers will start supplying the Malaysian market from autumn 2019.
The apples will include well known varieties such Royal Gala, Granny Smith, Fuji, to Golden Delicious and Red Delicious, as well as new club varieties including Ambrosia, Evelina, Kanzi, Modi, Pink Lady and Yello.
These apples will be available at leading retailers nationwide and pricing will reflect the premium quality of the product, the group said.
Maria Castillo Fernandez, head of the delegation of the European Union to Malaysia, said: “Malaysia is a very important market for the European Union. It is our second largest market in South East Asia, while the European Union is Malaysia third largest trading partner.”
“In my time here, I have seen myself how Malaysian consumers are growing more interested in healthy high-quality foods and have an increasing appetite for discovering new products. As such I think this is the perfect time to inform them of the unique qualities of European and Italian apples.”
Cristiano Maggipinto, Italian Ambassador to Malaysia, who was part of the delegation added. “Italian products generally have a strong visibility in Malaysia, but people are not so aware of our historic agricultural heritage. I look forward to seeing more natural Italian and European products in Malaysian stores in the next few years and I am sure Malaysian consumers will also appreciate fresh choices.”