The 2018/19 Ambrosia apple marketing campaign is proceeding smoothly, with around 45 per cent of the 21,500-tonne crop sold as the season enters its central phase.
“In a challenging apple market due to the larger European production we can be satisfied with how the campaign has gone in the autumn, which has been in line with expectations,” said Marco Rivoira, executive manager of the Ambrosia Apple group.
Ambrosia apples are sold principally in Italy, Germany the Iberian Peninsula and Scandinavia.
Fabio Zanesco, commercial director of VI.P Val Venosta, said work to introduce the variety into new channels was yielding positive results.
“With the proliferation of club varieties on supermarket shelves, we’re focused on supplying an organoleptically excellent product, with the quality and taste to build consumer loyalty.”
The group said sales of organic Ambrosia were also advancing at a brisk pace, both in the European market and further afield.
Asia, in particular, is showing strong demand, creating high expectations for future campaign for Ommifresh, the commercial alliance created last year by leading Italian producers to target the Asian market.
In Spain, meanwhile, the variety’s roll out is being supported by various activities including tastings at point of sale, and a social media campaign.
The Ambrosia season is expected to end between the end of April and mid-May.