French export group Blue Whale is celebrating the successful launch of its premium Red Gala-hybrid brand Novablue in markets across Asia this season.
The firm rolled out a raft of promotions in retail and wholesale outlets in China, Singapore, Vietnam, Malaysia and Thailand, which started in late September 2017 and are scheduled to end in late-February, early-March.
Promotions consisted of Novablue tastings, leaflet distribution and free gifts (an apple container for every 1.5-2kg Novablue pack purchased).
Participating stores included RT Mart (China), FairPrice (Singapore), Aeon Mall (Vietnam), Village Grocer, Bens Independent Grocer (Malaysia), and Tesco (Thailand).
“The aim of the campaign was to introduce Novablue into most of these markets and supply them with the best quality fruit,” says Blue Whale export manager Marc Peyres.
“The purpose of the campaign wasn’t to supply high volumes to Asia, it was about building our premium quality Gala segment in this market. We achieved that this year. Next season will be about increasing volumes.”
Novablue currently accounts for 3 per cent of Blue Whale’s Gala sales volumes. Yet its share is projected to increase to 10 per cent within three years, and 25 per cent in six years.
“We are pushing Novablue in Asia first, because consumers in those countries are interested in premium apples, and are willing to spend their money on them,” says Peyres.
“In addition, Novablue’s qualities are particularly suited to Asian markets: it is a bright, shiny, red apple, with a sweet taste and crunchy, juicy texture.”
Novablue is exclusively grown in specially-selected Blue Whale French orchards, and is produced and packed under rigorous quality controls, he adds.
“The hybrid-Gala Galaval is grown in other areas, but probably not to Novablue standards!” says Peyres. “We are trying to build the best brand of this new Gala-hybrid.”
Novablue, and indeed most other French apples, have much higher brix levels this season, resulting in a particularly good eating quality, thanks to the weather over the production months, he adds..
“The result is that, despite higher prices [due to the short European supply], we saw very dynamic consumption this season – above average,” says Peyres.
“Eating quality is not always under our control: the weather is the main factor. But the only way to build sales of a product is to satisfy the end-consumer,' adds Peyres. 'Sometimes, in the fruit business, we forget this: we forget that someone has to consume our fruit and must get enough pleasure out of eating it in order to buy it again. In the competitive apple market today, guaranteeing taste is key. That is our philosophy.”
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