Dutch grower cooperative FruitMasters kicks off its latest marketing campaign and seeks to build on variety’s three-star International Taste Institute rating
Dutch grower cooperative FruitMasters says one bite of its exclusive, trademarked apple variety Bloss is all consumers need to be convinced of its superior taste and quality.
In February, the variety secured a rare maximum three-star rating from the renowned International Taste Institute, and as a new season begins, the company is determined to build on that impressive achievement.
With plenty of freshly harvested fruit available in what is its third year of commercial volumes, the group kicked off its new marketing campaign with a large-scale sampling event at Den Bosch Central Station on what was National Fruit and Vegetable Day.
There, commuters were invited to sample the apple, which is described as “fresh, crunchy, and fruity sweet”.
The idea of this year’s campaign, says brand manager Tim Kievits, is to bring Bloss to the attention of more consumers – both at home and abroad.
“Bloss is the perfect example of the innovative and forward-thinking spirit of Dutch fruit growers,” he explains. “The variety symbolises craftsmanship, innovation, and a passion for cultivation. Growers don’t wait and see, but invest purposefully in varieties that are sustainable and future-proof.”
Under the motto ‘One bite is worth a thousand words’, a series of marketing activities in the Netherlands itself will focus on experience and visibility, with as much on-site tasting as possible, backed by eye-catching presentation materials in store.
According to Kievits, the strategy with Bloss is to sell it in the Netherlands and abroad, and to adopt a market-focused approach aimed at speciality greengrocers and fresh food retailers.
As such, the campaign is designed to combine the power of national coverage with the personal attention of local greengrocers.
“The fact that the apple is so well-received for flavour is a bonus,” he adds. “That’s why this season we’re letting even more consumers, both domestically and internationally, experience that Bloss is truly grown to be loved.”
