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Producers expect the variety's success in Spain will increase in the next seasons

"SweeTango is not just an apple, it is a project"

The volume of SweeTango apples distributed in Spain this season will be limited because the plantations are still young. However, according to forecasts, they will grow in the next few years. This increase and the investment plan that the company is carrying out in the country will allow this apple variety to become more and more successful. In the rest of Europe, SweeTango is increasingly distributed, mainly in the producing countries: Austria, Germany, Italy, and Switzerland.

The SweeTango is an apple variety resulting from the natural crossing between the Honeycrisp and Zestar apple varieties. The volumes produced in 2020 were generally very good, taking into account the recent start of the project, and demand from retailers was higher than the availability of the product, which indicates strong consumer interest.

“SweeTango is not just an apple, it is a project,” stated Paolo Gerevini, the newly elected president of SweeTango Europe. “The choice to implement a variety that is so different from the other varieties forced us to thoroughly analyze the positioning phase, first by correctly identifying the target and then by sharing an investment plan in communication with our partners. We wanted to build a world around the apple, precisely because we believe that the consumer can become fond of the SweeTango brand, a different brand that is recognizable at the fruit counter, with bright colors that refer to a fresh image, and that consumers associate with summer. The entire communication campaign can be summed up as 'Summer in an apple', from the packaging to the point of sale equipment, through merchandising," Gerevini stated.

"There is still a lot of work to be done, at the European level in terms of positioning," concludes Paolo Gerevini. However, the sector has had a positive reaction, and demand hasn't stopped growing. Three years after its debut, this apple continues to be positioned in the premium segment and consumers recognize its unique characteristics and taste.

 

Source: financialfood.es 


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