Recent success with new club varieties has strengthened Dutch marketer The Greenery’s belief in the power of innovation, according to Bert Wilschut, product manager for apples and pears.
The company, which began marketing three new varieties – Rubens, Junami and Wellant – last year, says the club system is breathing new life into the segment because it offers a more targeted approach to consumer marketing.
“By marketing new types as club varieties, producers like The Greenery are able to grow and market them according to strict rules relating to quality, taste and positioning,” Mr Wilschut told Eurofruit Magazine. “It shows that a well-defined concept, with strict quality and taste specifications supported by marketing and communication efforts, is able to revitalise the apple segment.”
The Greenery has since begun growing two new pears, Sweet Sensation, a red variety related to Doyenne du Comice, and Gold Sensation, in limited volumes to perfect cultivation guidelines and carry out consumer tests. “These taste tests have shown promising results.” Mr Wilschut reveals. “A few UK retailers have also conducted tests and the red pear has been shown to be a welcome addition.”
With 160,000 Sweet Sensation trees already in the ground, The Greenery expects to market large commercial volumes in 2009/10, with 420ha of production expected by 2013.
Last year was an exceptionally good season for apples and pears, with Dutch orchards having an above-average yield. This year, however, two nights of frost during the budding period limited budding, although water spraying did prevent further damage.
As a result of these weather conditions, this year’s harvest will be about 5-10 per cent down and pears up to 25 per cent down on last year.
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