"100% organic, 100% yellow, and 100% addictive" is how Alice Gianola, marketing and communication manager of Innatis Group, described the new club variety unveiled during Fruit attraction. The Lubee was displayed via its yellow arch on the Group's stand, among the other varieties Honey Crunch, Lolipop, Choupette, Juliet, and Zingy.
The launch was already promising and lived up to expectations: "The stand was really crowded. Our customers were in attendance and we received a lot of positive feedback following the tastings, but also regarding the name. In fact, we had two orders directly after the presentation.
Lubee is the result of 20 years of research by the breeder Gradilis and 5 years of reflection on the marketing and sales strategy to make this apple the new star of the organic yellow apple section. "When we approached Gradilis, we were looking for an organic yellow apple to complement a very under-supplied shelf. But what immediately won us over was its taste. Under its rustic apple appearance, it concentrates absolutely all the qualities sought by the young generations. When you bite into it, it is a real explosion of flavors. It is very sweet, between 17 and 18 degrees Brix, with notes of exotic fruits, and very crunchy and juicy. It was a real favorite and we are convinced that it will win over young consumers."
On the production side, it is an apple relatively "easy to produce", according to Matthieu Bouniol, product manager/developer at Gradilis. This apple is perfectly suited for organic farming, as it is resistant to scab and other diseases and pests such as aphids.
Although the new yellow apple has excellent storage characteristics, which is a positive point for export, it is for the moment only intended for the French market. 250 tons are already available for this first year of marketing. The product launch day ended with a festive evening attended by 130 people: "We all had a lot of fun, we ate well and danced well, the atmosphere was light, it was a real success!"
For more information:
Alice Gianola
Innatis
[email protected]
