Exclusive market launch for MagicStar at Edeka Südwest:

Contract farming as partnership model of the future

From this moment onwards, customers in the Edeka Südwest stores can look forward to a new apple variety on the shelves, scoring high with its taste, long shelf life and, apart from this, it is backed by the social and ecological commitment of Edeka Südwest and the producers of the fruit.

MagicStar is one of the new varieties for which the producers from Lake Constance have high hopes. Cultivated exclusively for Edeka, this variety will initially be sold at Edeka Südwest from November 2020 onwards, under regional label "Unsere Heimat - echt & gut". Some 60 tons of marketable product will be available for the start of marketing. Starting next season, more Edeka stores, in other regions, will be added.

MagicStars,ready to be harvested at Lake Constance, sporting a captivating red color

Available at the PoS in all seasons
With its attractive appearance and rich dark red color, MagicStar is a captivating product. A bright color is often regarded by consumers as an indication of great taste, encouraging sales. For cultivation consultant Arthur Müller (Marktgemeinschaft Bodenseeobst), the quality of production is crucial with regard to offering consumers a taste experience and ultimately encouraging them to buy more.

While many apple varieties fluctuate in terms of quality and availability during prolonged storage, the innovative MagicStar apple variety retains its crunchiness, bite and juiciness throughout the year. This is important, in order to offer consumers the same taste experience every time. The MagicStar is particularly easy to store and will therefore be available on store shelves throughout the seasons in the long term.

Partnering with Edeka Südwest desirable among producers
Cultivation consultant Arthur Müller from Marktgemeinschaft Bodenseeobst is looking forward to the joint contract farming project and sees a new way of producing table fruit in the future. In the pome fruit segment, this contract model, with guaranteed purchases from traders, is not yet widespread. Within greenhouse cultivation, however, this partnership arrangement has been in place for a long time.

The regional contract cultivation offers the producers at Lake Constance a long-term economic perspective. This social responsibility that Edeka Südwest assumes for the producers is the icing on the cake of the MagicStar project, says Stefan Heinzmann, head of the Fruit & Vegetables department. The widespread desire from producers to be part of the MagicStar partnership speaks for the high level of mutual trust in the project.

Raphael Janitschek, Purchasing Manager Fruit and Vegetables, Edeka Südwest (left), and Stefan Heinzmann, Department Manager Fruit and Vegetables, Edeka Südwest, are vouching for the excellent taste of the variety.

Scab resistance
But MagicStar is also sustainable from an ecological point of view: one of the biggest challenges facing Lake Constance is scab infestation of the fruits there. The fact that the new variety is scab-resistant means that significant savings can be made on pesticides. The short transport distances between producers, packing stations and retail outlets are also environmentally poisitve.

The materials for the plastic-free MagicStar packaging are sourced via sustainable, FSC®-certified forestry practices and are fully recyclable.

For more information: www.obst-vom-bodensee.de  

Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber