Tastes vary – and they change. That is why the South Tyrolean apple sector is always on the lookout for new varieties to add to and extend its range. Three new varieties have now found their way into the South Tyrolean apple growing community, which means they will soon be available everywhere. Apple Consortiums VOG and VIP presented the three new varieties at the International Apple Summit 2021 held digitally on 27 January 2021 in Bolzano with the title “Tasty Trend³”.
From apple variety to brand
Ipador, WA38, CIVM49: The names of apple varieties are not always easy on the ear, but they do serve to categorize them in a first phase at breeding institutes. As soon as an apple variety enters the phase of commercial production, the search is generally on for a memorable and attractive name for consumers. Apples that meet the quality demands of the brand are then marketed under the brand name. This means that consumers will find the brand quality of the Ipador variety on the shelves as Giga®, WA38 as Cosmic Crisp®, and CIVM49 as RedPop®. All three varieties have a separate, clear brand identity and characteristic market positioning. All three varieties are also grown organically.
Ipador –Giga®
Better3Fruit N.V., a breeding institute based in Rillaar, Belgium, is the owner of the variety and brand. The International Pome Fruit Alliance Ltd. (IPA) owns the global master licence for allocating cultivation rights. VOG is the first to introduce Giga® apples in Europe.
This variety is resistant to scab, which has the advantage of reducing the need for plant protection products. The fruit is large and has an extremely good storage ability. Its taste is very intense with a very balanced sweet / tangy taste. The taste is full-bodied with flavour notes ranging from banana to honey to cinnamon and dried fruits.
The flesh is particularly firm. Giga® is stored for several months to reach perfect ripeness. The Giga® brand name reflects the characteristics of the apple and it is presented with a clear, memorable logo and “mighty good” slogan positioning.
WA38 – Cosmic Crisp®
The WSU – Washington State University in Wenatchee, USA – owns this variety and brand. Bruce Barritt is the breeder. Proprietary Variety Management (PVM), from Yakima, USA, owns the master licence for allocating global cultivation rights. Both associations have already started commercial cultivation and will have the first commercial quantities available after the 2021 harvest. Initial tests are being carried out with selected customers during this current season.
This variety has a good storage ability, the fruit remains very crisp and juicy whilst keeping its full flavour, which ranges from exotic fruit to kiwifruit and gooseberry to orange peel. The fruit has a special texture, its cells are about twice as large as in other apples. Cosmic Crisp® has already been introduced in the US and is now entering European market thanks to the partnership with South Tyrol’s apple sector.
The brand logo has been directly transferred from the US branding without change, as has the colour scheme. The imagery, however, has been adapted to European requirements and depicts photos of moments of enjoy. The brand slogan is: “Heavenly taste. With every bite.”
CIVM49 – RedPop®
Consorzio Italiano Vivaisti (CIV) in Ferrara, Italy, owns this variety and brand. The Consortium of South Tyrolean Fruit Growers Cooperatives (VOG) and the Association of Val Venosta Producers of Fruit and Vegetables (VIP) own the master licence for allocating European cultivation rights. VOG is the first to introduce the apple.
This variety is resistant to scab and has a very good storage ability; the fruit grows up to a manageable size and it is an intense red. The flesh is firm, has a very sweet taste and is both juicy and crisp. The flavours range from plum to elderflower to dried fruit and honey sweetness. The RedPop® brand name is based on the properties of the apple – handy, striking in flavour and appearance, and modern. The brand slogan is: “Little big sweet.”
For more information:
VOG
Tel. +39 0471 256 700
Email: info@vog.it
www.vog.it/en/our-apple