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Italy: Wholesalers and retailers appreciate yello apples

The first feedback on yello® apples has been extremely positive. The first volumes have become available in December and various distribution channels have shown their appreciation.

In late 2017, VOG conducted a number of tests in wholesale markets in Milan, Verona, Treviso, Bologna and Pagani (Salerno). It then started supplying a chain in central Italy. Both sales channels have proven that yello® works: customers appreciate its sweet and slightly exotic flavour as well as the texture.

"Volumes are still low, but things look promising. We invested in this premium variety part of the supersweet segment and truly believe in it," explains Gerhard Dichgans, Director of the VOG Consortium.

Originally from Japan, yello® is now grown in Alto Adige and distributed in Europe excursively by the VOG and VI.P consortia. The variety registered in 60 countries under the yello® brand is Shinano Gold, created by crossing Golden Delicious and Senshu. The variety made its debut in November 2016.

In addition to Italy, tests were also carried out in Holland, Belgium, Spain and Germany. The VOG and VI.P consortia also sent samples to various European and extra-European countries, where feedback has been good. 

"People appreciate its flavour and excellent shelf-life, therefore things are looking good for next season when quantities will increase," explains Fabio Zanesco, sales manager of VI.P.

Publication date: 1/30/2018


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