Since 21 October 2013, GKE NV's Kanzi apples have again been available in supermarkets, hypermarkets and greengrocers in Italy, Spain and the rest of Europe.
Kanzi production volumes this season are estimated to surpass 50,000 tonnes, with 10% of that cultivated in Alto Adige/South Tirol, Italy, by the VOG and VIP consortia. Italy is the third largest producer in Europe, after Germany and the Netherlands.
"The 2013 Kanzi harvest is looking promising. Despite a difficult season because of the weather, the quality is excellent and the anticipated production volumes should be reached," explains Urs Luder, managing director of GKE NV. The Kanzi variety is cultivated on 2,100 hectares worldwide, 80% of which are in Europe.
"Kanzi plantations still manage to meet most demand, but we are observing a progressive growth in the interest for this apple variety, which will make it necessary to increase productivity even more," confirmed Luder.
Every European country where Kanzi apples are distributed has prepared promotional campaigns for the 2013/2014 season. Trading partners will manage the resources and target their activities along with GKE within the framework of the global campaign.
Promotions will be carried out at points of sale, by means of traditional public relations, banners, classic and on-line advertisements, as well as initiatives on social media. "One of our goals is to integrate a series of national and global tools, both in a physical and digital form, into our campaigns, in order to get the most out of the notoriety and positioning of the Kanzi brand," stated Urs Luder. "I am very proud of the work carried out by Kanzi's team, which demonstrates strength and unity."
In Italy and Spain, Kanzi is commercialised by the VOG and VIP consortia. According to Josef Wielander, director of VIP, "the variety consolidated its position in these markets last season, and this year we will continue working on numerous promotion and communication campaigns, on-line and offline."
VOG director, Gerhard Dichgans, confirms the positive trend. "We expect production volumes to continue increasing this season, and we are consequently going to focus our efforts on improving the distribution in Italy and Spain. We had very good results in the Iberian peninsula, so we will work on strengthening the brand's position even more."
Source: interempresas.net