It's almost that time again. In two weeks, the new European Kanzi apple harvest will fill the shelves again. "This season is very special, because Kanzi celebrates its tenth anniversary," Urs Luder says enthusiastically. "We can conclude that this apple has certainly proven itself these past years. Starting from scratch, we have become a product known the world over. The harvest will get started next week, and we are looking to the future with confidence."
The manager of GKE also sees the top fruit market is currently going through turbulent times. "But Kanzi has survived more tough years. We have built something: the market knows us. If a consumer wants Kanzi, he will buy Kanzi. Of course, we're not operating in an easy market, and we shouldn't underestimate anything, but we also shouldn't forget that Kanzi is of perfect quality. Also, up to now we've had a shortage each year, and there's still a lot of potential for growth. We are looking at this from an entrepreneurial point of view, and we're not about to stand still. The challenge now is to market Kanzi in difficult times as well, and to prove ourselves once again this year."
50,000 tonnes
The harvest has started, and will be in full swing next week. "We are expecting a normal volume in Europe, with a little over 50,000 tonnes. Worldwide, there is already more production, and the moment of year-round availability for the entire European market is drawing ever closer. This year, we had a relatively modest volume from the southern hemisphere, but for 2015 we're expecting quite an increase. The great thing is that the quality in both parts of the world is comparable, so we're always offering the same Kanzi. That breeds confidence."
Like every year, GKE will once again significantly invest in marketing this season. "Marketing is just part of a brand. But in a market situation like the current one, it's doubly important to do well. We are prepared for an all-encompassing campaign on the various markets, including advertising on radio, TV, social media, internet and POS at retailers. The entire communication mix is coordinated well, and responds to the current situation."
Highlight
According to Urs, the entire ten-year period was one big highlight. "We are very happy with the fact that we've grown to this volume, and Kanzi has grown globally on an acreage of nearly 2,500 hectares. Together with our partners, we've worked hard to establish Kanzi. It all started in Belgium, and Kanzi has gone global with the precision you would expect from a European product. We have all put our back into it, and the collaboration in our global team has been great."
He undoubtedly expects to grow further in the next ten years. "There are still quite a few growth markets. The initial focus is on supplying to Europe year-round, then we want to expand further into other markets, including America, Latin America, Asia, the Middle East: in short, the whole world. There's still work to be done, we haven't stopped growing by any means!"
For more information:
Urs T. Luder
GKE NV
Tongersesteenweg 152
B- 3800 Sint-Truiden
Tel: +32 116 706 11
Fax: +32 116 727 76
www.kanziapple.com
www.greenstarapple.com