Over the last 10 years, Magnum®, the flagship variety of Earth Market, has become a premium round strawberry in 31 European and American countries. "It has been unanimously accepted from the very first tasting in all the countries where we have introduced it. In terms of taste and visual aspect, the Magnum® ticks all the boxes. With an average sugar content of 9.5 degrees Brix, this strawberry is sweet and very fragrant. Another characteristic that pleases a lot is its high level of firmness (with 83.5 Durofel firmness index), combined with a melting texture. It is a bright red strawberry, full-bodied, very juicy and fragrant from the tip to the base. It also has the advantage of keeping well, which allows it to remain beautiful and fresh on the shelves for several days,” explains Mathilde Paignat, marketing manager at Earth Market.
The Magnum® is well established abroad but still needs to make itself known in France
Angus Soft Fruits, a Scottish supplier of red fruits, now has exclusive rights to produce Magnum® strawberries in the UK. In recent years, the company has established Magnum® as a leading premium variety on the market. But while the round strawberry has already conquered England and Northern Europe, where it is appreciated for its cone shape and “unique taste”, it remains a niche market in France.
“Today, the challenge is to make it known and promote it as a brand on the French market. The act of re-purchasing is better when consumers associate this unique flavor with the name of the Magnum® variety.”
A flexible strawberry that needs to be tamed
In terms of production, this premium strawberry also has its advantages. But according to Joris Combe, sales director of Earth Market, in order to reach its optimal potential, the Magnum® needs to be tamed. “Producers appreciate it because it is a strawberry that requires very little labor and has a good resistance over time. This gives flexibility to the producer. But to fully express its potential, precision is required when feeding, so we want to publish a technical guide to help our producers grow the variety even better. It is a full season strawberry that can be harvested over 5 to 6 weeks.”
For more information:
Mathilde Paignat
Earth Market
Mobile: +41 79 403 16 57
mathilde.paignat@earth-market.com
https://earth-market.com/varietes/magnum/