As Cosmic Crisp becomes Europe’s first year-round apple, South Tyrolean association says club varieties are at centre of its commercial plan
Apple varieties sold under protected marketing licences are now a “fundamental” strategic priority for Val Venosta-based company Vip, according to the group’s variety manager Kevin Trafoier.
“After the decision made in the past to further intensify investments in club apples, we expect further growth in the coming years,” he comments, adding that this continued expansion process will allow the producer association to focus on market development and new business opportunities. Vip has built a strong following for a range of club apples throughout Europe and beyond.
This season, apple trademarks including Kanzi, Ambrosia, and SweeTango are all credited with opening new markets and attracting new customers.
“These results confirm Vip’s ability to respond effectively to global trade dynamics, consolidating the presence of its club apples on an international scale,” the group stated.
Wide coverage
One major advantage of the club-based strategy is an ability to cover different marketing windows through the course of the year.
In terms of Italian fruit, the commercial seasons for SweeTango and Kissabel have already finished, while stocks of Yello and Envy are approaching their end. But for Cosmic Crisp, Kanzi, and Ambrosia, sales will continue until the summer.
Furthermore, there are opportunities to develop year-round programmes. Yello, for example, will soon be produced by Montague in Australia, by CMI in the US, and by San Clemente in Chile. Cosmic Crisp, meanwhile, is already a flagship product for several growers worldwide, and is apparently on track to be the first European club apple that is available all year round.
And preparations are already underway for the next SweeTango season, which resumes at the end of August. Good weather conditions in the South Tyrol, as well as the “constant commitment” of Vip’s member growers, are said to have produced a high-quality harvest this season.
However, there was one slight concern over production of Envy. The variety suffered “significant” volume losses due to marked russeting this year, prompting the association to reduce available volumes significantly.
