Originating from Germany, Evelina® club apples are a natural red mutation of Pinova apples. They were first introduced in 2006 and are now cultivated on 700 hectares in different European countries (Germany, Austria, Switzerland, Netherlands, Belgium, Slovakia, United Kingdom, Italy and Spain).
Arno Überbacher, director of Evelina Srl, discussed this at Interpoma 2014. "Before we start expanding in the southern hemisphere, where we have already signed agreements with Argentina and will do soon with Chile, we want to focus in Europe. We want to intercept local tastes and rely on growers that specialise in apple cultivation."
The Evelina apple stand at Interpoma 2014.
Evelina has an aroma that can also be enhanced by local climate characteristics and meet the preferences of local consumers. Evelina brokers in the various nations are responsible for sales, marketing, quality management and production.
The director explains that "we will hold a meeting in December with all our brokers to talk about how to deal with the Spanish market and implement quality management. We usually meet 3-4 times a year so our partners can get to know each other better and learn how to work as a team."
From a marketing strategy point of view, the club hired the Cernuto, Pizzigoni & Partners agency, who came up with the pay-off ("Surprisingly apple!") and the claim ("Kissed by Nature").
Barbara Arioli from the agency explained that "we tried to find a concept that could work at a European and international level. We started from the sensory experience that pervades people when they try an Evelina apple - it is fresh, juicy and inviting, yet original!"
Evelina apples are also characterised by high productivity, constant quality and medium/big grades, as well as by their high tolerance to fungi and scab, so they are ideal for organic cultivation.
"We will distribute material and organise in-store tasting sessions all over Europe and we will also update our website, which is already available in 6 languages."
Barbara Arioli (Cernuto, Pizzigoni & Partners agency) and Arno Überbacher (Evelina Srl director).
To conclude, Arno Überbacher said that "I believe that, despite the difficult market situation, club apples can obtain higher prices than the traditional varieties, especially towards the end of the season."