ISAAQ® apple enters Europe, UK and Asia
Kröpfl (Austria), Fratelli Clementi (Italy), Bio Express (organic, Italy), Bio Meran (biodynamic, South Tyrol – Italy), Pickmee! (New Zealand) and KIKU Variety Management (global manager) got together at ISAAQ Global Meeting.
“The apple is the perfect snack apple”, explains CEO Jürgen Braun, “because of the combination of its appealing red colour, the crunchiness, the balanced taste with good sugars and acidity, the good storage characteristics and especially the incredible shelf-life. It´s an eye-catcher, and consumer are enthusiasted when they bite the fruit.”
Braun continues: “Today ISAAQ® is grown on some hectares in Austria (Kröpfl company), Italy and South Tyrol (Fratelli Clementi, Bio Meran, Bio Express), with testing sites in more than 40 countries globally. In 2015, first thousands of trees will be planted in New Zealand with a project of total 100 hectares. Our KIKU partner Pickmee! sees great potential in domestic market, and in some Asian markets where projects of the snack apple ISAAQ® with some retailers soon will become a reality.”
“Our grower are enthusiasted,” explains Luis Clementi, technical manager of Fratelli Clementi group. “as it is really grower friendly: the productivity is amazing, and the packout is very high, which helps recup the higher picking costs. But being a scab resistant variety, it is environment friendly, reduces the costs and gives our growers a very nice remuneration, important to have them producing quality fruits and be ready for innovations.”
Jürgen Wieser, technical manager of Kröpfl, underlines: “Fruitlogistica showed the quality of the fruit. The conservation characteristics and shelf life are stunning. Once on the shelf, this apples is like no other, keeping it´s characteristics for a long time. This makes the variety simply perfect for retailers, also because it does not bruise and is extremely easy in the handling. Obviously, the apple itself must be good, and I can tell you, it is: consumer love it because it is handy and an eye-catcher, with a super nice taste. A great piece of fruit!”
John Altham of Pickmee!: “The Braun brothers have proven to be smart and fair variety manager with the global KIKU®. Years ago, we came across the ISAAQ® snack apple, which fits perfectly into the strategy with some Asian retailers. We plan to plant, together with other NZ partner, 100ha in the next years. There is really a space for handy apples like ISAAQ®: people love the small portions, are ready to pay a good price, and if we run a smart concept for single piece sales, we end up with even higher renumerations for our growers.”
Martin Siller, CEO of Bio Express: “We do sell online organic fresh fruit and vegetables, are very strong in the Italian market. Our surveys show a 90%+ acceptance of ISAAQ® amongst our clients, as the variety reminds them old small varieties."
Dietmar Franzelin, sales manager of biodynamic coop Bio Meran: “Bio Express took some of our apples, and the success was amazing. As well as all the other trials we did in garden centers for deco, here and there. Also hotels and gastronomy would like to get it. There is still lots to be discovered, but the whole group of Partner is trialling every day new ways of offering this handy ISAAQ, as well as with prototypes of new packaging. We want to go the “natural snack” from A to Z, trying to avoid plastic, and do only recyclable materials.”
Jürgen Braun: “ISAAQ® is probably the most underestimated brand of the moment. People argue with us why we won´t succeed, that small apples have negative associations. We know that the world is changing, that people have less money in the pocket, that there is a need of small portions, not limited to kids. Other industries do the same, and offer small portions. Why shouldn´t we?
Martin Siller (Bio Express), Jürgen Braun (KIKU Variety Management)
On the other side, the same people are concerned about the low consumption of apple, arguing there is competitor products, that the Russian embargo kills the market.
"We think that it´s the right time to raise new concepts and motivate people to consume apples, with new trends. We must find new ways to present the apple to the consumer, the places where to offer it, new packagings, new ideas. We must invest more in telling people that apples are probably, in the combination, the most practical and healthy fruit to go. That´s our philiosophy and a big challenge. But we know that ISAAQ is simply too good for everybody in the supply chain. Consumer are asking this fruit, for the retailer it´s almost undestroyable, and the grower is satisfied as we are raising a concept which improves their financial return. Still a lot to do, also in terms of promo, but we started a facebook site www.facebook.com/isaaqapples, and collaborate with bike brand Ghost presenting ISAAQ® at bike events. A perfect apple for athletes, too, on their way and afterwards.
Maybe we even include farmer´s markets, strong in Germany and Austria: they can really be a good multiplicator in the introduction of the variety.”