In a European campaign with volumes that have gone back to normal levels, compared to the record ones of 2018, the Ambrosia apple has returned with an overall production of 23,000 tons. There is therefore a slight increase compared to last year, which is to thanks
to the entry into production of new plantations.
According to representatives of Rivoira, the company with the license to produce and market this variety, "the quality and color are very good this year. The weather conditions have been ideal during the harvest, and the calibers are consistent; a little smaller than in the previous season. In any case, this will allow us to supply all markets. Spain prefers larger calibers, of which we have a good supply, so we can expect a positive campaign until it comes to an end somewhere between late March and early April 2020.
The campaign has also started well in terms of sales in the Spanish market. "We have the necessary supply in the sizes that customers want. Also, the first promotions and tastings have confirmed that the Ambrosia has a flavor that is appreciated in Spain. On a commercial level, we foresee good sales this season. The product's advantage is that it always arrives at the points of sale at its best when it comes to presentation to the consumer."
"Spain has a very dynamic and differentiated fruit market, so there is room not just for club apples with a higher value, but also for more price-oriented products, and without this segmentation creating any problems. Spanish consumers are certainly familiar with the Ambrosia, a really sweet product that has remained very successful for years."
The Rivoira Group has an exclusive licence to plant in Europe until 2034, and it has sublicensed a part of the plantations to VI.P. Today there are 600 hectares that are already planted or which are currently being planted, with volumes that will grow as the trees become between 3 and 4 years old. For the time being, we have decided for the plan to address the actual needs of the market. In the future, it may be possible to do more, no doubt, but we will only consider that when the time is right. The goal is always to grow with a clear plan and logic.
"The competition between brands always makes things difficult, both in Spain and across Europe, but we are not afraid; competition is also a positive thing. It helps us to improve, as well as to enhance the value of an apple as special as the Ambrosia. We are familiar with the characteristics of the product that we have, and we also know where we want to go with it, so Rivoira and VI.P continue to invest to achieve those objectives," says a representative of Rivoira.
Today, the main destinations where this apple is marketed, besides Spain, are Italy, Germany and Scandinavia. "We are also making good shipments to Asia with the aim of building a new market for the future," they say.