In the increasingly competitive context of club apples, Giga® is carving out a significant space for itself among Italian consumers. This new-generation variety was launched on the market with a targeted marketing strategy and supported by distinctive organoleptic characteristics, and is proving to have the right qualities to succeed. The VOG Consortium strongly believes in its potential, especially for the summer season when freshness and consistency make the difference on the shelves.
Giga apple (Photo supplied by Fruitecom - VOG Consortium Press Office)
From genetics to distribution, Giga is a successful example of varietal innovation and synergy between research, production, and marketing. The variety behind Giga is Ipador and is the result of long and careful genetic selection work conducted by the Better3Fruit Institute in Rillaar, Belgium. Born in 2002 from a cross between COP38 and Nicoter-Kanzi®, Ipador underwent an 18-year research and experimentation process with the aim of combining superior organoleptic qualities and scab resistance, as well as ensuring a long shelf-life after harvest.
"Since its introduction on the Italian market, Giga has been very well received by consumers: several chains, also nationwide, have in fact decided to include it in their points of sale, recognising its distinctive positioning and commercial potential," explains Klaus Hölzl, sales manager of VOG. "Especially during the summer period, this apple stands out as one of the most popular: its ability to keep for a long time, to always guarantee crunchiness and not lose consistency, taste, and aroma are certainly a real advantage."
"In light of the positive market response, we expect good performance again this year, in line with last season. We aim to continue to increase Giga's presence on the market and to continue the increase in sales recorded last year," says Hölzl.
© Rossella Gigli | FreshPlaza.com
Klaus Hölzl (sales manager), Walter Pardatscher (general manager), and Hannes Tauber (marketing manager) of VOG
Each of the VOG varieties responds to different needs and addresses different targets: each has its own identity and positioning. "Giga stands out due to its sensory characteristics such as crunchiness, sweet and balanced taste, aromatic intensity, and extraordinary shelf-life, which are enabling it to achieve excellent results," continues Hölzl. In this sense, the commercial performance of Giga confirms the importance of a wide and diversified assortment, capable of satisfying different tastes and consumption times all year round.
No significant differences have been detected at the moment in the different Italian regions. "Demand for Giga is uniform in the different areas, confirming that its distinctive characteristics are appreciated across the board from north to south."
In-store tasting: A particularly effective tool
In-store tasting is proving a particularly effective tool, as is often the case with the introduction of new varieties. "It not only allows end consumers to get to know the product first-hand, but also stimulates demand actively, through direct sensory experience. These activities are essential to support Giga sales, while at the same time reinforcing its unique positioning and the values it conveys."
For more information:
www.giga-apple.com
