Madrid wholesale market was the launch pad for the new Spanish marketing campaign for Ambrosia apples.
Spain is a key strategic market for Piedmont-based group Rivoira and South Tyrolean cooperative VI.P Val Venosta, the two companies that hold the European licence for the club variety.
Directed primarily at traders and wholesalers, the campaign will once again seek to position the apple as a premium offering for the whole family.
Traders at Mercamadrid had the opportunity to sample the variety this week and were given information on its properties along with promotional materials and consumer gifts.
Promotional activities are planned for across Spain’s wholesale market network throughout the season.