Soon, customers in EDEKA stores can look forward to the new harvest of the Magic Star® apple variety, which is grown exclusively for EDEKA. The new variety impresses consumers with its excellent taste, long storage life, and also with the social and ecological commitment of EDEKA and the growers.
Since last year, Obst vom Bodensee Vertriebsgesellschaft has been supplying EDEKA Südwest with the new MagicStar apple variety, which is marketed under the regional brand "Unsere Heimat- echt und gut". This year, the variety will be delivered to EDEKA Südwest and EDEKA Nordbayern-Sachsen-Thüringen stores. A total of 500t of marketable product will be available at the start of marketing in 2021. The marketing volume will continue to grow in the coming years.
Riccardo Bruno (EDEKA Fruchtkontor Süd), Stefan Wagner (EDEKA Purchasing Manager Fruit Region North Bavaria) and Max Noack (EDEKA Fruchtkontor Süd)
Unique shelf life and consistent quality
With its attractive appearance and rich dark red color, the MagicStar® variety is captivating. A bright color is often seen by consumers as a taste cue that encourages purchase. In addition, the quality of the production process is crucial in offering the end consumer a taste experience and ultimately to encourage them to buy again.
While many apple varieties fluctuate in quality and availability during prolonged storage, the innovative MagicStar apple variety retains its crispness, bite and juiciness throughout the year. This is important in order to offer consumers the same taste experience every time - as is typical of a branded product. MagicStar in particular stores well and will therefore be found on store shelves throughout the seasons in the long term.
Happy faces at the pre-harvest meeting at Lake Constance: the Magic Star apples are ready for harvesting
Great demand on the producer side
Not only the appearance and taste of Magic Star are very convincing, but its ecological aspects as well: The new variety is ideally suited to the climatic conditions at Lake Constance. Thanks to regional cultivation and the associated short transport distances between the grower, packing station and retailer, it is environmentally friendly. In addition, regional contract farming offers the producers at Lake Constance a long-term economic perspective. This social responsibility that EDEKA assumes for the producers is very important for the MagicStar project. The trust it builds with the producers also explains the great demand on the producer side to want to be part of the MagicStar partnership.
For more information:
Obst vom Bodensee Vertriebsgesellschaft mbH
D- 88046 Friedrichshafen | Bodensee
T +49 7541 97028-38
F +49 7541 97028-51