Apple brands will be in the spotlight

There will be a wide range of new offerings on show at Asia Fruit Logistica. Following their successful debut at the Fruit Logistica in Berlin, BayWa and T&G Global will partner again at Asia Fruit Logistica to present their apple varietal range from both Northern and Southern Hemispheres, including the Jazz and Envy brands as well as popular varieties from German orchards.

Jazz and Envy will be the focal point of the joint stand, together with T&G Global’s latest offering, Jazz Snackers, a smaller apple designed as a snack. Positioned as the ‘little sisters’ of the New Zealand-bred Jazz apple, Jazz Snackers are sold in fun-sized pre-packs featuring Jazz cartoon characters.

“T&G Global saw an opportunity in its Asian markets to increase sales of smaller apples and grow the brand,” said Jodi Reddell, director of category and marketing at T&G Global. “We launched Jazz Snackers in several key Asian markets in June this year, with positive results. With a focus on families and children, Jazz Snackers offer portability and convenience along with the Jazz taste.”

Another New Zealand-bred apple variety – Dazzle – will have its own stand at Asia Fruit Logistica for the first time this year. “Last year, Dazzle apples were introduced to Asia Fruit Logistica by some of the licensed marketers, but now that we have commercial quantities of fruit available from New Zealand, we will have an increased presence at the show,” said Steve Potbury, manager of Dazzle’s master licensee Fruitcraft. Dazzle is the latest in a long line of varieties to come from New Zealand. “They’re ideally suited to Asian markets,” Potbury explains.

Intellectual property (IP) varieties are driving the development of fruit brands, and Australasia-based Freshmax Group, which launched an IP business, Innovar, last year, will be showcasing a wide range of proprietary varieties it grows and markets. These include Gold Nugget mandarins, Modi and Dazzle apples, Honey Belle and Piqa Boo pears, and Eureka blueberries. “Asia Fruit Logistica is an opportunity to promote these brands to our target markets of Asia and South-East Asia, Europe and the Americas,” said Matthew Crouch, general manager of branding and communications at Freshmax Group. “It’s also an opportunity to showcase the work that Innovar does.”

While apple brands will be in the spotlight, citrus brands will also feature prominently. Global group Capespan will once again showcase Outspan Gems, its soft citrus brand launched at Asia Fruit Logistica last year, alongside its established Cape and Outspan brands.

ClemenGold, the registered trademark for a selection of Nadorcott mandarins, will also be exhibiting at the show. “Our company is positioned to match the growing global demand for soft citrus,” said Charlene Nieuwoudt, brand specialist at ANB Produce and Marketing, the commercialization and marketing arm of South Africa-based ANB Investments Group, which owns the ClemenGold brand. “ClemenGold has found favor with various establishments and consumers in China over the past few years.”

For more information:
Susanne Tschenisch
Global Produce Events
Tel: +49 30 3038-2295

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