"Every year closer to year-round Kanzi"

The European Kanzi season will start again in mid October. According to Urs Luder, CEO of GKE, the number of Kanzi trees has almost reached 5 million. Despite the difficult growing season he expects a good year. "Kanzi did relatively well and started flowering at exactly the right moment. The fruit had a good setting and hangs well. Despite the fact that the calibres started a little more difficult this year we expect a good variety of size for Kanzi. The colour of the Kanzi has now started well. This year we are about two weeks later in North-western Europe than in 2012, but Kanzi will be available in abundance on the shelves from week 43." In Europe, Germany (Obst von Bodensee /Elbe Obst) and the Netherlands (Fruitmasters) are the leaders, followed by Italy (VIP/VOG), Belgium (Veiling Haspengouw), UK (Scripps) and Switzerland (Tobi/Fenaco).

Increasing volumes
Urs mentions that volumes are satisfactory. "By definition we have more than last year. Each season we grow in volume, because every time more trees come into full production. All goes according to plan beautifully, every year there is more on the tree and that will continue during the coming years." "Despite the increasing production, also from abroad, we do not supply all year. In 2014/2015 we will really get good volumes and then we can work reasonably fully. It is not clear as yet which year will become the year of year-round Kanzi, but I can say already that 2015 will be a very important year, because the hectares on the Southern Hemisphere will really come into production. 80% of the trees are in Europe at the moment. According to plan more will be planted during the coming three to five years, especially in the areas of North America and the Southern hemisphere."

Urs mentions that Kanzi still has the unique position of an exclusive product. "There is more demand than supply. We are growing fast, but also not too fast. The product remains special, that is the basis of the entire plan. The market has reacted very positively to our apple and consequently we experience good growth. Since the start in 2006 we have even become one of the fastest growing apple brands. In 2006 we started with about 2,500 tons and that has now grown to more than
50,000 tons on an area of 2,100 HA. I do not think, that there are many, who can say this as well. It is a good feeling to see the growth of a brand and we had beautiful peaks in these past years. Nevertheless one has to prove oneself every year again. The advantage is that we know the product and learn more every year. We know where to grow the apple and where not. The combination of passionate growers, good sales partners and enthusiastic clients and consumers have made a success of Kanzi. In order to strengthen Kanzi in the market every selling country in Europe has arranged a solid campaign for the 2013 and 2014 seasons."

Price reflects the value
The CEO mentions that the largest share of Kanzi goes to retail. "Most of the volumes are sold on the basis of programs. The advantage of a club variety is that the price is reasonably stable, it will not have many peaks and dips as with a 'public' variety like Jonagold. The price of Kanzi is formed in the market and shows the value of the product. The quality is the same all during the season. There is no good or bad Kanzi. That is the strength of this apple," Luder concludes.

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