Three of four consumers prefer SmartFresh quality Elstar apples
New Independent Studies Confirm Strong Consumer and Retail Advantages Linked to SmartFresh Quality Apples

Newly released findings from European research projects support the strong benefits of the SmartFreshSM Quality System for consumers and retailers concerned with quality and apple sales. An ACNielsen study of apple sales in a large retail chain in the Netherlands found there was a 12 % increase in sales volume for Elstar apples coming from the SmartFresh Quality System. This purchase pattern research for Elstar apples compared during a 3 month test period sales between 12 Dutch retail stores selling SmartFresh Elstar apples with 12 other stores selling Elstars without SmartFresh. After 5 weeks, there was already a slight sales increase of 2 % in stores that were selling Elstar SmartFresh apples compared to the other stores.

Over the following weeks this increase got stronger as consumers seem to realize the difference in taste and texture of the SmartFresh apples and came back to purchase more. Twelve weeks later, the retail stores reported a 12 % increase in sales of SmartFresh Elstar, compared to the other stores. “The study was limited to a 3-months period, but we can assume that the sales increase would have been even more significant, because, over time, more and more consumers would have realized that SmartFresh Elstar are crunchier, juicier and can be kept longer fresh at home,” explained Marc Tielens, the brand’s European retail manager.

The store managers confirmed that the Elstar SmartFresh Quality apples presented "a good image" and looked "fresher and tastier" longer. The Nielsen data also reported a 25% overall reduction in inventory loss during the test period, attributable to the better shelf life of the Elstar SmartFresh Quality apples. These results further support the recognition among consumers that an apple that looks better at point-of-sale is more likely to taste better.

Another consumer study conducted this past spring by Hortkinetix, an independent German research institute, found that shoppers overwhelmingly prefer, by a ratio of three out of four, the Elstar apples that come from the SmartFresh Quality System versus others.  The study involved shoppers in several German cities served by one of Germany’s largest retail chains. The shoppers were asked to make comparisons in the taste categories of crunchiness, juiciness and overall taste in Elstar apples. Jonagolds were subsequently studied in a like test with similar results.

In tests for both varieties, consumers were also asked about preference to buy SmartFresh Quality apples versus others. ”We were excited when we learned that three out of four German consumers who participated in the studies clearly indicated that they preferred the SmartFresh Quality apples compared to others,” said Marc Tielens. He added: “Studies of the nutritional aspects of apples coming from the SmartFresh Quality System have also been very positive.”

Tielens explained that the innovation “acts as a freshness protection system against the natural elements that cause over ripening, so the fruit maintains its just-picked quality and nutritional value, and retains important nutrients like Vitamin C and antioxidants.”  Felix Lippert, Ph.D., managing director of Hortkinetix supervised the taste tests and concluded that:

• Almost two-thirds of consumers said they would prefer to buy apples from the SmartFresh Quality System.
• Over 70 percent of consumers preferred the crunchiness
• More than 60 percent also said they preferred the juiciness of the SmartFresh Quality apples compared to other apples of the same variety.

“It is noteworthy that all apples involved in the survey came directly out of the cold storage room,” added Dr. Lippert. “These results are already extremely positive, but they would be even more significant if the apples had been tested with a certain shelf life or after having been exposed to 20-30ºC during several days – which is usually the case for an apple stored in a fruit basket at home before consumption.  The difference in flavor, crunchiness and juiciness would have been even more outstanding and we can assume that the test results would have been even better.”

AgroFresh Inc. acquired the SmartFresh Quality system in the late 1990s, went on to refine it, and now works with research centers and institutions around the world to further its applications to benefit consumers. The SmartFresh Quality System has been successfully approved and accepted for use in every country in which AgroFresh has sought registration, which is currently more than 25, including the European Union.   As the growth and demand for the SmartFresh Quality System continues to increase, AgroFresh has stated it will continue to seek registrations in other countries around the world.

Contact:
Yvonne Harz-Pitre
Communications Manager
European Region
AgroFresh
Phone: +33 140025302
Fax: +33 1 40 02 50 27|
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