Club apple varieties, the key to achieve product differentiation
US: Company to hold exclusive rights over Opal for the next five years
Tim Cavanaugh, Robbin Erickson, Chuck Zeutenhorst.
The variety is described by Chuck Zeutenhorst, of FirstFruits, as very hard and crisp, with a great taste, plenty of natural antioxidants and a bright yellow colour. “We are having an incredible success with it and domestic consumption is expected to increase considerably in both the U.S. and Canada. It has a unique profile in terms of taste and that makes it very exciting.”
According to Chuck, current consumption trends are moving away from aesthetics and leaning more and more towards flavour and this apple certainly fits that profile. “The Opal is not the easiest variety to grow, but easier than some of the new varieties, like the Honeycrisp, which is very successful, but incredibly difficult to grow, pack, ship, deliver, etc.”
Another aspect of the apple that is truly appreciated by consumers is that it retains its hardness and crispness for a very long time after being purchased.
The company plans to continue expanding its Opal acreage as long as it holds the exclusive rights over it and expects to be able to produce approximately a million 40 pound boxes in about three years, all the while without pushing other varieties to the sidelines. “To be successful you need to offer an assortment of different varieties and be capable of supplying all year round, not unlike any other fresh produce company,” assures Chuck.
Differentiation is very important for a company to distinguish itself from its competitors, and that is what club varieties like the Opal bring to the table; however, as with anything new, consumers need to be able to try it, which involves a large expense in sampling and promotion. FirstFruit believes in the importance of this strategy and already has another ten new varieties on the ground pending to be assessed in horticultural and commercial terms.
For more information:
Chuck Zeutenhorst
FirstFruits Marketing
Tel: +1 509 853 4721
Email: [email protected]
www.firstfruits.com
