The launch of the Maylen®, a new brand of black seedless grape that is associated with the Chilean Iniagrape-one cv variety, was attended by authorities of the Ministry of Agriculture, CORFO, INIA, and the president of Fedefruta, Luis Schmidt. It is currently being registered in nine territories and will have its official debut in the markets during the 2018/19 season.
The official launch of the Maylen® brand was carried out within the framework of the ExpoVid 2018, an event organized by ANA Chile that was attended by more than 200 people.
On the occasion, Andres Valdivieso, the commercial manager of ANA, spoke about the development of the Iniagrape-one cv. black seedless variety since its inception in INIA La Platina. Subsequently, this table grape was worked in the INIA-Biofrutales Genetic Improvement Program to obtain its license through ANA Chile. Finally, it was subjected to a process of brand determination that involved different players in the table grape industry, such as producers, marketers, and final consumers.
According to Valdivieso, the use of the Maylen® brand - which in Mapudungun means princess, powerful, noble and intelligent woman - aims to differentiate the fruit of the Iniagrape-one cv. variety that reaches an optimum quality and flavor, to be positioned as a homogeneous and high quality product in the market.
The variety has already been licensed to 72 producers in Chile, and in just four years 375 hectares have been established from the III to the VI region. During the 2017/18 season the country exported around 370,000 boxes of the variety, and little by little it has started to have presence in the main markets of North America, Europe, and Asia.
The Maylen® brand is initially being registered in nine territories and will have its official debut in the markets during the 2018/19 season. This launch has already generated great expectations in producers and licensed companies, who will be responsible for marketing the variety.
Source: A.N.A Chile