According to Ignasi Argilés, director of production and trade at Nufri, "we are going to market some 20 million apples under the Livinda label, one of the most popular brands in our country. This is twice the volume we sold last year. Furthermore, we have also planned promotional activities in the wholesale and regular markets and we will continue inviting our customers to visit our farm in the town of La Rasa."
For Argilés, it is clear that the competition from other fruits, which are doing very well, results in a lower apple consumption, and that its recovery, as has happened in other countries, relies on the consumer being offered a product they perceive as familiar and which also has a great flavour.
"We came to Soria in search of the right 'crunch' for the apple, and we also found an incredible sweetness. We're talking 16-18 degrees Brix, when apples usually reach 12-14 degrees. These features are only achieved with a suitable altitude and climate, especially in extreme conditions, with sharp temperature changes between night and day."
Such a climate also poses threats and the plantation in La Rasa is completely covered by mesh. According to Argilés, "this is not just to protect the value of the apple itself, but also the future of the business."
Currently, the plantation in La Rasa has 150 permanent employees, but during peak times, like last week with the harvest of the Golden, there can be 500 labourers.
Nufri is facing the new campaign with the production expected to continue growing and with the prospect of an optimal taste quality, as well as with a market that, despite the Russian veto, should ensure greater stability.
Envy, the main novelty
The Envy apple is this year's main novelty in La Rasa, since 100% of the 60 new hectares planted this year on the farm correspond to this variety, which will reach the market in the coming years.
Envy is an apple variety with a great taste of which only 360 hectares will be planted across Europe: 120 in Italy, 120 in France and 120 in Spain. All of the Spanish ones will be produced by the plantation in La Rasa, in the province of Soria.
For more information:
Montserrat Corderroure
Nufri S.A.T.
T: +34 973 600229
Ctra. el Palau, Km1
25230 Mollerussa, Spain
[email protected]
[email protected]
www.livinda.com
