Italian crop of branded apples expected to rise significantly this season, as major marketing campaign kicks off across Europe
Italian production of apples sold under the trademarked name Sambóa is expected to increase by 75 per cent to around 7,000 tonnes this season, according to brand owner Rivoira Group.
Harvesting of one variety, Luiza, began this week in the region of Piedmont, with two others – Venice and Isadora – due to follow in the coming months.
Luiza volume is expected to be about 3,500 tonnes, supplemented by roughly 2,000 tonnes of Venice and 1,600 tonnes of Isadora.
That means the fruit is set to return to retail shelves and wholesale markets across Europe very soon, offering consumers what is described as a vibrantly coloured product with a super-sweet, crunchy, and juicy eating experience.
The start of the new season – which began today with shipments to wholesale markets and customers across Italy – will be accompanied by an ambitious B2B and B2C communication and marketing campaign, one designed to strengthen Sambóa’s presence across the continent.
Actitivies planned include: initiatives in a number of major European wholesale markets to engage industry professionals; in-store promotions in major Italian and Spanish cities; and a high-impact outdoor campaign – in September, Milan’s trams will be adorned with advertising to convey Sambóa’s energy of Sambóa throughout the city.
Elsewhere, an extensive digital and social media campaign will aim to build connections and grow the Sambóa community.
The brand will also sponsor major sporting events to reinforce its association with energy, vitality, and health. And there will be high-visibility video spots on Amazon Prime Video.
In addition, Sambóa’s presence at leading international trade fairs, including this week’s Asia Fruit Logistica in Hong Kong, followed by Fruit Attraction in Madrid and Fruit Logistica in Berlin, offer valuable opportunities to strengthen business relationships, present innovations, and boost brand recognition in global markets, the group said.
