Red Moon Ltd confirms the prediction made in September: with
the conclusion of the harvest of RM-1 (harvest video), the later red-fleshed cultivar, which together with RS-1 is marketed under the brand Red Moon®, the available quantities for the 2020/21 campaign are around 3,000 tons.
The increase in harvested volumes goes hand in hand with the increase in quality, characterized this year by an excellent pack out (about 80-90% of category I and Extra apples, i.e., intended for fresh consumption), perfect color of the flesh, balance of the sour taste with greater emphasis of berries aroma and a long shelf-life. The supply of organically grown apples, managed by the Italian Bio Meran, has also grown, reaching 10% of the total, for which the new 4-fruit tray has been created.
The start of the 2020/21 commercial campaign took place as usual in occasion of Halloween with the special edition for a German chain of the RS-1 apple, which ripens before Golden Delicious.
Sales in Italy are now in full swing, as well as in Germany, Benelux and the Scandinavian countries, markets to which the largest quantities are destined. In the portfolio not only large-scale distribution brands and wholesalers, but also niche distribution realities, as is (now) the red flesh apple.
As recalled by Jurgen Braun of KIKU Variety Management, partner company of Red Moon Ltd., responsible for the marketing activities: “Red moon® polarizes a lot, you either love it or hate it. Here, we try to grow with those who love our apple and embrace the project. More and more operators are asking us to have the apple, driven by the demand from their customers, who have seen Red Moon® on our social channels. We work a lot on Facebook and in particular on Instagram, facilitated by the extraordinary aesthetic of our apple and the shots we take in the field as in the studio, but also of those of our followers, who send us amazing photos of the dishes made with Red Moon®. This activates a phenomenal word of mouth, online and offline, so we no longer need to carry out large promotional actions in support.”
Simon Clementi, handling the sales of red-flesh apples, comments: “Every operator activated has seen in Red Moon® a particular chance, a truly new product, an “eye-catcher” and therefore an apple capable of attracting the end consumer and create additional sales. Red Moon®, in fact, does not compete with the apple category, which is already crowded. It is another fruit or rather a super-fruit halfway between an apple – for ease and convenience of handling and consumption – and berries and pomegranates – for flavor, enjoyment and healthiness.
For more information:
Gabi Oberhauser
Red Moon LTD
Tel: +39 0471 661 734
www.RedMoon-apple.com