The apple, which is exclusively grown in France, is already well established in parts of Europe and now Blue Whale have launched the product overseas.
It has been a good start, with already 40 containers of Ariane shipped to Europe and the Middle East and, in particular, 15,000 boxes to Thailand. Ariane is also being sold in Hong Kong.
A Shipload per week is currently heading for the Middle East to supply countries such as Oman and Dubai.
To capitalise on market potential in Thailand, marketing activities have been carried out, like those shown here taking place in supermarkets in the country.
There should be market potential in Europe too, but there is a challenge from dropping consumption.
Marc says that the problem with Europe is that people are just not buying as much fruit as they used to.
There has been much talk about this being the impact of the global financial crisis and people's concerns over the cost of foods - including fruit. However, Marc says that too much is being made of the price of fruits.
He compares the situation with chocolate and confectionery. Many fruit producers, he says, feel they have a challenge on to compete with confectionery brands like Mars.
The problem, as Marc sees it, especially in these turbulent economic times, is that there is a prevailing attitude that says fruit will sell because it is fruit - seen as an essential part of a balanced diet. That being that case, cheap fruits are being turned out which don't look nice and don't taste nice.
"With the crisis, the only answer given by retailers was lowering price – achieved mainly with lower size fruit or lower quality – and the result is a significant decrease of consumption, as a grower we produce kgs of fruit so we need to sell more kgs. If we compare with the USA, the crisis is similar but fruit consumption is increasing – why is this?"
Marc says to compete with confectionery brands, and get Europe eating healthy foods again, fruits need to be well presented and well marketed.
One possibility for the European market is another new apple being supplied by Blue Whale - Joya.
Joya can not be produced everywhere in Europe. Quality of Joya is better than a lot of early apples coming from the southern hemisphere. So Joya could give a good opportunity to retailers in Europe to give a new good product and prove that buying locally is not a marketing communication but a reality!
For more information:
Marc Peyres
Blue Whale
Tel +33 5.63.21.56.56
[email protected]
www.blue-whale.com