Italians launch Yello apple

The international marketing magazine for fresh produce buyers in Europe
Carl Collen

BY CARL COLLEN

Italians launch Yello apple

New yellow apple distributed in Europe exclusively by VOG and VI.P Consortia has been unveiled at Interpoma

Italians launch Yello apple

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Yello, a new yellow-skinned apple bred in Japan and grown in the Südtirol region of Italy, was officially presented for the first time today (25 November) at Interpoma in Bolzano.

The official launch took place during a press conference that was also attended by an official delegation of administrators from the Nagano Prefecture – the area of Japan where Yello was created in 1993 from a cross between the Golden Delicious and Senshu varieties.

In 2005 the first tree was planted in Alto Adige, South Tyrol, and in 2007 a trial agreement was signed between the Nagano Prefecture and the Alto Adige Variety Innovation Consortium (SK Südtirol), followed in 2016 by the exclusive permanent production and marketing license for all of Europe and the Mediterranean basin, which belongs to VOG, the Association of South Tyrolean Fruit Growers’ Cooperatives, and VI.P, the Association of Val Venosta Fruit Growers’ Cooperatives.

“Innovation is key for the future of apple growing in Alto Adige, South Tyrol," commented Georg Kössler, chairman of VOG.

“The institutions have worked together to achieve this important result," explained Arnold Schuler, agriculture councillor of the province of Bolzano. "The Innovation Consortium has collaborated with Laimburg Research Centre and the Alto Adige Consultancy Centre to coordinate the development of the new apple, which has now become a reality.”

The Shinano Gold variety has been given a registered trademark, Yello, a name that highlights its distinctive colour. The lettering and logo recall the light strokes of Japanese writing while the pay off “The color of taste” reiterates the importance of the combination of colour and flavour. Today the Yello trademark is registered in 60 countries across the world.

“The Shinano Gold is one of the first varieties to be followed by the Variety Innovation Consortium from its creation, from the first pomology tests through to its marketing," said Markus Bradlwarter, Variety Innovation Consortium director. "We are now ready to begin the commercial development phase.”

Between 2017 and 2018 over 150,000 trees will be planted in Alto Adige, the group confirmed.

“We have identified an excellent opportunity; that of breaking new ground in the yellow apple segment, historically the realm of a single traditional variety," added Gerhard Dichgans, director of VOG. "With Yello we also want to write a new chapter in the markets in which the Golden Delicious has for years been left in the shadows, such as in the UK and Germany.”

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