Australian-grown Modì apple sales have excelled at home and abroad this year, according to licensed Australian grower-marketer Freshmax.
The group said it has successfully grown sales programmes of the proprietary apple brand “exponentially” in both domestic and overseas markets this season, which marked Australian-grown Modì's export debut.
This year saw more than 35,000 units shipped to a leading Asian supermarket chain, with a constant demand for more due to good arrivals and great feedback on fruit quality throughout the season, Freshmax said in a press release.
“This year was always going to be a critical one for the brand,” said Freshmax Australia’s GM sales, Will Snell, “and we are pleased with the rate of uptake it as experienced in all markets where we have run it.”
An agile and strategic sales strategy combined with high-spike OOH media buys ensured that the brand flew when it needed to and maintained momentum the rest of the season, Freshmax said in its statement.
“What is even more impressive is that in its debut export year, Modì managed to drive the acquisition of significant market share, making it the largest proprietary export variety from Australia this season – accounting for more than 6 per cent of overall Australian Apple exports,” the group said. “This is thanks to the extensive network and rate of play that Freshmax subsidiary Valleyfresh continues to demonstrate.”
Italian nursery consortium CIV launched commercial European production of its proprietary red apple brand Modì in 2007.
CIV appointed Freshmax Australia, based in Victoria, as its first international Modì production and marketing partner.
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