New apple range returns to Madrid

The market is flashing a green light for Kissabel®. Following last year’s successful debut at the Fruit Attraction trade fair in Madrid, the brand’s three licensed varieties return to the show on 22-24 October 2019, with some of Europe’s leading retailers preparing to participate in a second year of commercial testing.

“We are quite happy with the fruit harvested this fall in term of color and taste,” reveals Marc Peyres, Commercial Export Director at French supplier Blue Whale. “We plan to sell the fruit in several markets across Europe, and some will be sent to our customers outside Europe. The objective is to test its potential in a wide range of individual markets. Our customers have a lot of expectation and excitement for Kissabel®.”

This season’s Kissabel® crop – which now extends to France, Germany, Italy, Switzerland and the UK – is larger and more promising than ever. The range features three varieties: Rouge, with red skin and flesh; Orange, with orange skin and pink-red flesh; and Jaune, with yellow skin and subtle pink flesh. Those trialling its production believe this colourful collection’s prospects are very bright indeed.

“We expect a very good quality. Red-skinned Kissabel® are really promising in German growing conditions,” says Dirk Zabel, Head of Variety Innovation at the German Fruit Variety Consortium, DOSK. “The incredible berry flavour and intense red flesh are something really special. The Fruit is reminiscent of an apple from grandma’s garden: rustic and genuine”.

In the UK, meanwhile, Orange and Jaune are both doing well, according to Jeremy Linsell, Technical and Performance Development Officer at Worldwide Fruit: “We have found these two selections perform incredibly well under UK conditions. In the UK, our picking is later than mainland Europe, and we think this contributes to the exceptional flesh colour we achieve.”

Luca Lovatti of NovaMela, which represents the group’s five Italian partners, says more Kissabel® Rouge is being planted in the country. As a result, the consortium is stepping up its own efforts during a second year of commercial testing: “The quality of Kissabel® Rouge seems quite good in terms of size and internal color. With the quantities available we will organize promotions in supermarket stores to explain the fruit’s key features to consumers.”

In Switzerland, consumer tests are planned with the country’s two biggest retailers, Migros and Coop. Christian Bertholet, Category Manager for Fruit at Fenaco, is happy with the company’s new crop of Kissabel® Orange. “The apples are very nice this year in terms of size and visual, external aspect,” he comments. “The sugar is also very high, with about 13° Brix.”

Don’t miss out on the excitement! Come and join Kissabel® during Fruit Attraction on 22-24 October 2019 at the Madrid Exhibition Centre – Hall 8, Stand 8F01F.

For further information:
Luca Speroni and Jessica Sabatini
Tel: +39 345 405 7012

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