Dutch apple specialist celebrates new harvest with charity donation and nationwide marketing campaign highlighting local origins across Superunie retail network
Dutch company FruitMasters has heralded the start of a new season for Morgana apples, the first volumes of which have gone on sale exclusively in Superunie stores in the Netherlands.
To celebrate the launch, the group presented the first crate of freshly harvested fruit – along with a cheque for €2,500 – to the ALS Foundation, which raises funds to tackle the fatal neuromuscular disease ALS.
In March, Morgana will also sponsor the fifth annual ALS Sunrise Walk through Utrecht, an overnight charity event it has supported from its inception.
On the day, thousands of participants will receive a healthy energy boost from its apples, and in the run-up to the event, special Morgana packaging will promote the campaign.
“We are proud that Morgana has supported us since the very first ALS Sunrise Walk,” says Limore Noach, director of the ALS Netherlands Foundation. “It is incredibly valuable that they are raising awareness and making resources available for the ALS Sunrise Walk, thus contributing to research into the nerve and muscle disease ALS. Support from brands like Morgana means a lot to us.”
FruitMasters and Superunie aim to give Morgana plenty of visibility in stores, and plan to highlight the apple’s local origins via a nationwide media campaign across radio, retail media, and online channels throughout November.
The campaign will be supported by tastings and in-store activations at branches of Superunie.
