Promising global start for Modì® apple

The "Eco-friendly by Nature" red apple looks to international markets and continues its globally orientated marketing and communication activities to the consumer.

Estimated production of Class 1 Modì® in the Northern Hemisphere should reach around 15,000 tons this season. Approximately 70% will originate from within Europe and the remainder from Turkey (Ozler Tarim group), Serbia (Delta Agrar group), and Russia (Sad Gigant group).

North America
This year, US partners of the Modì® Project will begin the first phases of retail cooperation with the North American INN (NAINN). David Rajkovich from Farmington Fresh, the Californian group that is working to develop US production and marketing of the Modi® Apple, says that "Despite a very dry summer that postponed plantings and production, albeit reduced in quantity, the American Modì® apples are of excellent quality, both from the aesthetic and organoleptic points of view. The first local volumes for commercial use will be available in 2016-17, in the interim we will be carrying out trials in the US market with imported European product. "

Europe
Modì Europa has achieved a total production of about 20,000 tons – which is only slightly smaller than last year, despite ongoing problems related to the closure of Russian borders to European products. The company believes that commercial prospects for the 2015-16 Campaign remain positive, a view shared by other global regions. India, in particular, is showing a lot of interest in the Modì® apple – most recently seen during the recent the Asia Fruit Logistica Conference, held in Hong Kong 2-4 September 2015.

Despite the Russian embargo with Europe, partners Ozler Tarim (Turkey), Delta Agrar (Serbia) and Sad Gigant (Russia) came together to work with the main retail customers and enhance the Modì® apple brand value all over Russia, one of the most significant prospective markets for Fresh fruit Imports.

Southern Hemisphere
Furthermore, global attention for the Modì® Apple is supported by the continued involvement of the Freshmax Group that, after entering via its Australian arm, will now also join to cover the New Zealand market. This will mean a significant increase in production and sales for the next three years in the Southern Hemisphere.

The same confidence has been voiced by our Uruguayan partners, Frutec. Although they are still only at the very beginning of the process, working through the propagation and distribution of Modi® plant materials, they have confirmed their excitement to be involved in this original and attractive variety.

The global entity, Modi® International, which coordinates all the partners in matters of strategic marketing, is focusing on the brand development throughout different initiatives. The company believes that a consistent and through marketing commitment of all members is critical. Trade marketing must raise awareness on the distribution of this variety but also capture the attention of the target audience by using a fully integrated marketing mix through both traditional and digital communication. So far, digital activities include the Facebook pages "Modi Apple" (in existence in Italy, Serbia, United States, Australia) which have been used to generate ad hoc content, concerning the apple, its features and different ways to enjoy it.

For more information:
Dario Lezziero
Modi® International
Email: dario.modi@civ.it
modiapple.com
or
Silvia Gilè
CIV - Consorzio Italiano Vivaisti
Tel. +39 (0) 533 399431
Email: silvia.gile@civ.it
www.civ.it