US: Freshmax Mahana Red makes international debut

American customers now have the opportunity to indulge in the taste of the New Zealand grown Mahana Red apple, after the variety makes its grand entrance to US retail on both east and west coasts.

Mahana Red is characterised by its vibrant red colour, crisp and juicy texture and sweet/tart taste. The variety has achieved a premium in the New Zealand marketplace due to its popularity amongst consumers.

The Freshmax Group has worked closely with US partners Earthsource for over 12 months to ensure the Mahana Red export program runs smoothly. An integrated marketing strategy has been developed and includes point of sale materials, public relations, social media and on-pack messaging.

The export of Mahana Red in 2012 marks the first time the Freshmax Group has launched one of its own exclusive varieties into the international marketplace. "Freshmax are constantly pushing to develop new and exclusive varieties which deliver for both our customers and consumers alike. We feel that Mahana Red is a great fit for the North American market and expect it to succeed as a new variety" says Freshmax General Manager International, Simon Gillett.

2012 volume into US market has been small, but is set to grow in the coming seasons.

For more information:
Simon Gillett
FreshMax
Tel: +1 604 904 9787
[email protected]
www.mahanared.com