ENVY® apple to take spotlight at Fruit Logistica

Originally from New Zealand, this apple stands out for its innate sweetness and intense fruity and aromatic flavour. In addition to a crispy and juicy pulp, it has an attractive appearance thanks to the large size of the fruits and the elegant red streaks on its skin.

Created from the cross between the Royal Gala and Braeburn and with unique organoleptic characteristics, the ENVY® was subject, from its first tastings, of a most favourable reception from consumers in many countries around the world. This motivated ENZA, distributor and owner of the rights to the brand, to launch a global project of which VOG forms an integral part. In 2012, the consortium acquired the rights for the cultivation of ENVY® apples in Italy. The tree transplant operations, undertaken by the VOG in recent years, are now starting to bear fruit with the first "commercial" volumes finally available for sale: three hundred tonnes this season, which will reach five thousand when the fields reach their full productivity.

"This year, we will again devote our participation in Fruit Logistica to the presentation of this innovative apple, which fully meets the tastes of modern consumers," stated Gerhard Dichgans, director of the VOG. "Thanks to the agreement reached with the ENZA, our consortium stands at the forefront for the development of the Italian and Spanish markets, as well as for the supply to markets in northern Europe through partnerships with ENZA. Fruit Logistica is the ideal place to raise awareness about this extraordinary fruit and to get it to gain the favour of an international audience."

Throughout this season, the VOG has carried out a series of promotional initiatives to present the ENVY® to wholesalers and supermarkets. It was found that the apple is especially appreciated for its organoleptic characteristics, unique in the sweet apple segment. In the context of this campaign, they have printed over twenty thousand information leaflets, which have been distributed during the tastings accompanied by a tasty gift: an ENVY® apple in a custom packaging. Seventeen Italian and Spanish wholesale markets have been involved in the promotional events carried out during the first half of December. From mid-January, the crop's second batch will reach the markets and traders are already eagerly anticipating it.