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Novadi presents three new brands of apples

Novadi, a company created in 1995 by French nurserymen, specializes in varietal creation and the development in France and abroad of varieties of apples that are resistant to pests and diseases like scab. Pioneer in the selection of resistant apple varieties, Novadi is known for varieties such as Story® Inoredcov or Arianecov Les Naturianes®. This year, Novadi is presenting several new apple varieties and three new registered trademarks.

Presentation of the varieties and new brands: 10 meetings in France and Italy
In order to introduce the new varieties to the interested parties, Novadi organized variety presentation visits throughout France, and at the Agrion experimentation station in Italy, between August and October 2021. “We presented the Galy® Inobicov, Lory® Inogocov and Mandy® Inolovcov varieties. All three are resistant to the common strains of scab, and present interesting agronomic and organoleptic qualities. For each of these apples, a registered trademark is provided, namely Galy®, Lory® and Mandy®, as well as related communication tools,” explains Clarisse Auvinet of Novadi.

The red Galy ® Inobicov apple is interesting for its production potential, with an early ripening window (one week after the Gala). “The fruit, sweet and firm, has a good coloration potential, even in Mediterranean areas. This apple also has good storage capacity.”

Lory® Inogocov is a yellow apple variety. “It has a good behavior overall from productivity to management, storage and taste quality. Its flesh is firm and juicy.”

The bicolor Mandy® Inolovcov apple is adapted to all traditional production zones. Clarisse Auvinet adds that it is popular due to its taste quality and because it is easy to manage in the orchards.

These visits were the opportunity for Novadi to reveal the new brands and explain the strategy associated with those brands. “We want to support our clients in their development of new varieties by setting up promotion tools, facilitating marketing and promoting high-quality fruits thanks to a strong identity. The Galy®, Lory® and Mandy® brands are addressed and accessible to all producers and marketers of the Inobicov, Inogocov or Inolov cov varieties, through an annual brand license. This brand license includes concise specifications related to the respect of the graphic charter and the quality of the fruit.”

Rustic apple more particularly suited to organic farming
Garance® Lespincov was the last variety presented by Novadi. This apple identified with the GRAB is rustic with a low sensitivity to scab, powdery mildew and woolly adelgid. The colored fruit is very firm with fragrant aromas.

Ambitious selection program
For over 25 years, Novadi has been working in cooperation with INRAe on a common varietal selection program. Novadi then organizes the development, marketing and implementation of the marketing strategy adapted to each new variety. 

“The pillar of our program is the resistance to pests. We also focus on the organoleptic quality, productivity and the adaptation to different types of land. The development of a new variety can take between 15 and 20 years. Therefore, it is necessary to anticipate the future needs of producers and consumers. The program’s main lines, such as the integration of resistance to pests, the improvement of taste quality, regularity of production or shelf-life extension, will remain major objectives of the program. Another great challenge will be the adaptation to climate change with, for example, varieties that also get a nice coloration with warmer temperatures.”

The Novadi varieties are marketed by the company’s 13 French nurserymen shareholders. They are also distributed through a network of licensees throughout the world. “The development of our varieties is very dynamic in Europe and begins actively at our licensees, in South Africa or the United States for instance.”

For more information:
Clarisse Auvinet
Novadi
www.novadi.fr 


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