The harvesting of the first Kissabel apples in the northern hemisphere began between late August and early September; nearly ten days earlier than usual.
The first to start harvesting the apples were the French partners Mesfruits, Blue Whale, and the Swiss Fenaco. The UK will market the entire range for the first time thanks to Worldwide Fruit, a producer that will also distribute the Rouge variety, while Greenyard will continue to offer the Orange and Jaune varieties. At the beginning of October, the harvest will also begin in Germany, led by the Red Apple Germany partner, and in Italy, where Melinda, Rivoira, and VIP are responsible for the cultivation of the Kissabel apple. In addition, the first commercial campaign of the American partner NBT will begin in 2023.
Last season was a success as, once again, demand exceeded supply. As a result, producers are rushing to start the 2022 campaign and have positive expectations both in terms of volumes and sizes, as well as fruit quality and coloration.
European partners expect to achieve the highest sales results in the first months of the trading season, largely because they expect the campaign will be relatively short as a result of high demand and low product availability. In many countries, the highlight of the promotional actions will take place in October, around Halloween, especially for red-skinned apples with red pulp. In any case, the partners have scheduled several marketing actions throughout the commercial period, from tastings to advertising materials for the points of sale (roller displays, panels, etc.) to inform consumers about the peculiarities of the red-fleshed apples.
At the global level, communication and marketing actions are also planned to support the start of the commercial season. The brand will post photos, curiosities, and unpublished recipes on its social channels –Instagram and Facebook–; add new content aimed at consumers on its website, and carry out public relations activities reserved for the specialized press.
Finally, the brand will enrich and complete its marketing campaign by participating in Fruit Attraction, from 4 to 6 October 2022 in Madrid (at stand F02F, pavilion 8). The fair, which takes place in the middle of the harvest season, is an essential place to showcase its products, promote their tasting, and create awareness and knowledge among consumers and customers about the exclusive characteristics of the range. Visitors will also be given promotional materials and gadgets.
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