Thousands of visitors to the apple fair in Val di Non (Trento).

Italian brand Melinda presents new apple varieties

Alongside the traditional varieties which made the Melinda brand famous worldwide, new-concept apples have now been presented. On Saturday 12th and Sunday 13th October, not far from Trento,  Pomaria 2019 took place. It attracted thousands of visitors, also thanks to the beautiful weather.

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"Through our booth and our participation in the fair we want consumers, producers and operators to get to know our new varieties and their names," explained marketing manager Andrea Fedrizzi. "The new apples will be produced alongside the Melinda traditional offer, such as the popular Golden. But because we know that the taste is constantly evolving, we have several varieties that, with different timelines, will replace the old plants, which are already being broken down".

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Melinda has planned an increase of 15% for these varieties over the next four years. They are: SweeTango, Tessa, Gradisca, Morgana, Galant, Isaaq, UEB6581.

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"Each new apple variety", explained Massimiliano Gremes, Melinda's quality manager "has its own characteristics, both from a productive and from a market point of view. Some are suitable for the low and middle valley, others for the middle and high valley. Some are for an autumn consumption, others for a spring-summer consumption. We also have an example of apple snacks for a new kind of consumption: we call it natural snack".

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SweeTango (see photo above) is a bicolor, very crunchy and juicy apple. It produces a fresh sensation thanks to its sweet and acidulous taste.

Tessa (see photo above) is a brilliant red apple, with a fine, sweet and juicy pulp.

Gradisca (see photo above) is pink-red, very sweet and crunchy, with strong floral aromas.

Morgana (see photo above) is a bicolor, very juicy apple, with a balanced flavor and a fruity aroma.

Galant (see photo above) is red purplish, with a slightly astringent taste and a complex aromatic profile. It is resistant to apple scab.

Isaaq (see photo above) has a medium-small grade, an acidulous taste and a fine pulp. Ideal as an appetizing snack.

UEB6581 variety (see photo above) is characterized by a high Brix level and a uniform red colour.

"Managing the varieties by a club mode," concludes Fedrizzi, "makes it possible to govern the offer and to implement marketing strategies targeted for each kind of market. The proposals are really good: we now have to "dress them up" properly and communicate them to the costumers in the best way possible".

For further information:
Consorzio Melinda SCA
Via Trento 200/9
38023 Cles (TN)
Phone: +39 0463 671111
Fax: +39 0463 671121
Email: melinda@melinda.it
Web: www.melinda.it


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