The Dutch Junami apples are picked in September, but the marketing season will have already started in the coming months. "In terms of volumes, the season has not really started. The Junami apples are already on the supermarket shelves from November, but the real volumes are sold from April / May, often when the Elstar season has come to an end ", says Inova Fruit director Philip Smits. For this reason, Junami's Variety Manager conducts a special kick-off in week 9 in the run-up to the apple promotion campaign with World Compliment Day on 1 March as the start date.
Local apple
The Dutch Junami is available from November to September - and while supplies last. "This makes the Junami the only Dutch apple that is sold almost all year round," says Philip. "We deliberately don't let the Junami grow in the southern hemisphere, because there is absolutely no need for that in view of the excellent shelf life of the apple, they would only get in the way of Dutch apples. It is almost impossible to become more sustainable, consumers can enjoy a home-grown apple all year round. "
Within Europe, the Junami apples are mainly grown in the Netherlands, Germany, Denmark and the United Kingdom. The proportion of German Junami apples has risen to a volume of around 5,000 tons. As a result of the hail damage, the Dutch Junami harvest was 1,500 tonnes lower this year. "The majority of the Dutch Junamis are sold on the domestic market. Depending on market developments, no more than 15% is exported with the German market as the main market, "says Philip. In response to the demand for plastic-reducing packaging, the Junami apples are also offered in a cardboard sleeve for four, six or eight pieces.
Those who walked around at Fruit Logistica in Berlin earlier this month saw several new apple varieties being introduced. Yet Philip is not worried about the position of the Junami apple. "In both the Netherlands and Europe, apple consumption per person does not increase. We are therefore entering a displacement market, where distinctive character is becoming increasingly important. Let's offer that with the Junami. This apple has been on the Dutch shelf for fifteen years. If you have acquired that position and the customer is satisfied, then I am not at all concerned about the arrival of new varieties. "
Independent taste research
"If I see what we have invested in marketing over the years, then a million-dollar budget is needed to position a new apple properly and then the apple must also appeal to consumers," Philip continues.
"We know that the Junami succeeds. We recently had Wageningen University carry out research into nine apple varieties, mainly club varieties, and the taste of the Junami apple came first. Combined with the unique shelf life, the Junami therefore has two exceptional properties. "
"We therefore try to position this unique apple in a special way.
With the Junami we aim at the active consumer, from young to old, physically and mentally given a boost from a Junami break.
This campaign stimulates multiple eating moments per day from this thirst quencher. This campaign is popular with the public, because the recognition is great, "says Philip. A nice combination was found with the World Compliment Day on 1 March. "The Junami apples have been getting stickers with compliments for the consumer for about three years. The World Compliment Day is a sympathetic kick-off for us, which can also be used internationally by our partners in other countries."
"Every year on this day we compliment everyone on the fact that they make a smart choice for a healthy break. In addition, promotion for the Junami apple is made on social media such as Facebook, Instagram and YouTube. "We will go viral this year with a video, again aimed at the active consumer," says Philip, enthusiastically. "Later this year, a follow up will be given to this promotion through various playful sampling activities."
Special attention will be paid this year to the vegetable specialty shops at the Junami sales. "The majority of the sales of fruit and vegetables are in the hands of the supermarkets, but we see that the core fruit and vegetable specialty stores are able to maintain a position in the market.
We are not yet on the shelves of every retailer. That is why we have become a member of, among other things, the 'Friends of ADN' who have joined forces to support fruit and vegetable specialists in the Netherlands. We hope to support our familiarity with these specialists by doing this and through our sales partners - The Greenery, Auction South-Limburg and FruitMasters - we would also like to cooperate with the wholesalers who serve these specialty shops."
For more information:
Inova Fruit
Veemarktkade 8 (Kade M)
5222 AE ‘s-Hertogenbosch
The Netherlands
info@inovafruit.nl
www.junami-apple.com