Changes in apple advertising:

Fruit farmers from the Altes Land battling declining per capita consumption

With new marketing concepts, fruit farmers from the Altes Land want to increase the German appetite for apples again. The reason is that their per capita consumption is declining. For the first time in 25 years, the humble banana relegated the apple (with 15.5 kilos per capita) to a second place, selling 16.3 kilos per capita, announced the state farmers' association on Thursday in Hanover. In 2017, 18.4 kilos of apples per capita were bought. The summer of 2018 helped German fruit growers to harvest just under 1.2 million tons, 310,000 tons of which in Lower Saxony.

Top position in fruit purchasing
However, significantly more apples came onto the market from Lake Constance and Poland, the good harvest in private orchards also caused a lower demand, said the fruit-growing expert of the farmers' association, Ulrich Buchterkirch. This amount also pushes prices down. With exclusive club and brand varieties, the apple could regain its leading position.

Christian Maack's concept for this that has just been given an award at the Norddeutsche Obstbautagen. He recommends an apple mix box, in which four different apple varieties from the Altes Land are offered, containing a flyer with information about the apples and the history of the growing area. "We need to highlight our region to make the consumer aware of us, and should include gripping stories about what makes the Altes Land unique," Maack said. He called on producer organizations such as Elbe-Obst and Marktgemeinschaft Altes Land and fruit trade to act together.

Source: DPA

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