Apple brand set to make debut in France and UK this season, as it lines up market expansion in Italy, Germany, Spain, and Asia
Premium apple brand Sambóa is ready to enter a “more ambitious” commercial phase and to steps up its expansion across Europe and overseas, after it revealed this season’s European crop will be more than 40 per cent larger than it was last time around.
Production of its extra-sweet apples is expected to be 12,200 tonnes this year, more than 5,000 tonnes more than it had available for its 2025/26 campaign, and its first major step up in volume.
As a result, the group expects to enter a new phase of international development, with Spain and selected Asian markets now identified as priority areas for growth as a new marketing campaign gets underway.
“The larger crop gives us the scale we need to develop strong commercial programmes and provide our customers with even greater continuity throughout the season,” says Giulia Montanaro, general manager of Sambóa.
“Timing is another important advantage: Sambóa is the unique premium extra-sweet apple to first reach the market in the new season, enabling our partners to put a distinctive branded apple on shelves from day one.”
Building markets
With further growth in production expected in the near future, Sambóa’s expansion plans are steadily coming to fruition.
At its core are three varieties that offer consumers a distinctive and consistent experience, while providing retailers and importers with a product that can retain quality throughout the commercial season and over long shipping distances.
Italy remains the brand’s leading market, and Germany, its second-largest market, will be a key focus for further consolidation.
But it’s Spain which is expected to emerge as a key growth priority in 2026/27 – a country with “significant potential” because consumers tend to prefer sweet, crisp, and juicy apples.
Beyond Europe, Asia will also be a major focus of the new campaign. Following last season’s commercial trials, which were described as “encouraging”, Sambóa aims to step up its development in the region, with Vietnam and Hong Kong high on the agenda.
More favourable market access conditions are expected to support growth in Vietnam, while Sambóa’s long shelf-life means the product can be shipped to both countries from afar without compromising quality, says Montanaro.
“We see great potential in Spain and selected Asian markets. Consumers in these markets show a strong preference for extra-sweet apples and Sambóa has the right profile to meet that demand.
“Our goal is to establish a consistent market presence, increase visibility and build demand now, ahead of the significant growth in production that we expect over the next few years.”
Market debuts
Initial commercial trials are also planned in France and the UK, while in Brazil a structured development programme is being developed, supported by targeted marketing and communication activities.
The group’s global strategy also extends beyond sales, with the brand working to broaden its production base and ensure continuity of supply.
“From the outset, our goal has been to create more than a seasonal apple programme,” Montanaro adds. “We want consumers to enjoy the same distinctive Sambóa experience throughout the year, both in the Northern and in the Southern hemispheres.”
The project’s European development plan targets annual production of more than 66,000 tonnes by 2036, making the early development of new markets a strategic priority.
This season, Sambóa’s commercial expansion will be backed by a stronger brand activation programme. In Italy, it will launch the season with targeted wholesale and retail activities, followed later in September by a first wave of new consumer-facing initiatives.
Its aim is to increase brand awareness and bring Sambóa closer to consumers through campaigns and consumer activations that go beyond traditional apple marketing.
Further ideas and initiatives will be unveiled at Fruit Attraction in Madrid, as the brand moves into a new phase focused on turning growing supply into stronger consumer demand.
