“When new apple varieties arrive on the market, the grower is looked at first, and only after that the consumer is considered. Although the grower is an important link in the supply chain, the consumer is the one who has to buy the product. That’s why consumers’ wishes should be considered more,” says Wilfried Krings of German trade and production company Krings. With Veiling Zuid-Limburg, Melinda and BFV, Krings is part of the Morgana Apple Group (MAP). “If Morgana is seen as an alternative for Jonagold, there will be plenty of room for this apple on the market. We’re even convinced we could reach the same levels as Pink Lady with Morgana.”
“Seventy-five per cent of the Morgana apples are class 1. We made a conscious decision not to carry a second variety of poorer quality or colouring. With MAP we developed a packaging completely free of plastic, to respond to the sustainability trend,” Wilfried explains. Krings’ biggest sales channels are the major German supermarkets, including Aldi and Edeka. “In the 1960s we started with 20 to 30 hectares of apple production, and nowadays we have about 120 hectares. Besides production, sorting and packing, we also take care of our own transport. We have around 120 employees, and we work at two different locations.”
Wilfried Krings talks about the plastic-free Morgana packaging
“Our customers prefer apples from our own soils, so we import very few apples. In the past, we imported some from Belgium and the Netherlands, but we stopped doing that for apples. We have to import pears, because very few pears are grown in Germany. That’s why we get Conference from the Netherlands and Belgium. The standard Elstar is preferred by many German consumers, but mutant PCP is also planted a lot in Germany,” says variety coordinator Herbert Knuppen of Krings after the NFO company arrived at the orchard. Krings has its own Elstar mutant called Elstar Krings, which looks a lot like the standard Elstar.
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