The international marketing magazine for fresh produce buyers in Europe
Mike Knowles



Friday 15th August 2008, 10:34 London

Easy-peel Navel project begins to pay off

Exporter of Australian easy-peel Navel introduced in the UK this week says launch represents once in a lifetime opportunity

Easy-peel Navel project begins to pay off

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Australian citrus supplier Belvedere Fruit Growers and export marketing firm JAK Fruit say their launch of a super-sweet, easy-peel Navel orange in the UK market this week represents a once in a lifetime opportunity to generate new interest in the fruit among consumers.

Leading UK-based importer MM Global Citrus introduced the variety on Wednesday as part of a month-long trial through UK supermarket chain Sainsbury's, with the product marketed under the retailer's Taste the Difference premium label.

JAK fruit marketing manager Tony Cassone told that major investment in developing the oranges, which are sold in Australia under the Koala Easy Peel brand, have now started to pay dividends thanks to the great support Belvedere and JAK Fruit have received from the Australian citrus industry, UK supermarkets and the category management team behind MM Global Citrus, a joint venture between Fresca Group and Spanish group Martinavarro.

“The success to launching a product like this has come down to everyone putting their cards on the table and being open and transparent in all dealings and selecting the right customer in the right market,” he commented. "You only ever get one chance at a marketing opportunity like this and early indications have shown a huge interest in this unique piece of fruit."

According to JAK Fruit, the Australian Navel is a unique piece of fruit which has low acid, high sugar and is easy to peel, making it a sure winner with the aged, children and sportsmen and women.

JAK Fruit will exhibit at this year's Asia Fruit Logistica in Hong Kong, alongside the Horticulture Australia Limited stand.

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