November marks the arrival of the Candine bio on the market. It is the second marketing season for this new apple offered by Blue Whale, but it is the first year for the brand to be launched. “We used to market the apple under the brand Element Terre Bio. Now, it has its own brand, its own world. Whenever we feel that a variety has potential and specificities, we give it a preferential place with a dedicated brand,” explains Benjamin Vincent, organic market manager at Blue Whale.
“We are expecting more than 3,000 tons of Candine Bio this year”
Blue Whale started in organic arboriculture in 2002. But it was really in 2016 that the group decided to reinforce its position within this sector. In 2017, Blue Whale introduced the Candine Bio variety in the orchards, mainly in the organic orchards. “We selected it and observed it for several years. Nearly all the Candine volumes are organic. This season, we’ve also been impacted by the frost, but we are still expecting significant volumes with more than 3,000 tons of apples thanks to the new orchards entering in production. It is a variety we wanted to grow organically because it is predisposed for it. It is a cross between the Fuji, which gives it a sweet side, and the Ariane, a slightly flatter variety resistant to scab.”
“The Candine Bio is a hit with everyone”
Tastes tend to differ, but the Candine Bio already seems to satisfy quite a few markets. “It really is a global variety, in the sense that everyone seems to like it. It has conquered the Asian market, as well as Scandinavia and South America. The variety is slightly acidic and very sweet. It is predisposed for export because its juiciness and sugar content are maintained throughout the season. We can market it until June and it travels well in containers. Visually, it is a truly bicolor apple.”
“We opted for a communication based on youth and dynamism”
For this new addition to the Blue Whale organic range, the group opted for a dynamic communication approach. “Contrary to most organic products on the market, we preferred to focus on the youth of our producers and their dynamism rather than the obvious environmental aspect of an organic production. This does not mean that we do not work on this axis, but we wanted to leave the usual codes by putting the emphasis on the men and women behind this apple.”
The Candine Bio is produced in three production basins: the Provence, Garonne Valley and Berry. “This helps us start the season early, extend the season and bring the production closer to the consumer.”
Blue Whale sells the Candine Bio in cardboard trays of 4,6 or 8 fruits in accordance with the Agec law. The apple is also available in 60x40 trays of 13kg with 2 rows and 50x30 trays of 4 kg in 1 row.
For more information:
Benjamin VincentBlue Whale Phone: +33 (0)5 63 21 56 56
[email protected]
