The agreement to grow the Isaaq variety in the Val di Non from 2018 on, has been signed. Melinda hope to market the variety on its taste, resistance to scab, long shelf life and its handy size.
“This is an important collaboration for the Consortium in the Trentino region”, declares Melinda, “The new variety increases our portfolio and will be planted in the Val di Non first time in next spring."
"Isaaq has unique characteristics, making it particularly attractive: this apple is very crunchy, has a beautiful taste because of the nice balance between sugars and refreshing acidity, and an appealing red colour."
"For the trade the strongest arguments are the appealing colour, a real eye-catcher, and an especially a long shelf life. Today the consumer is very sensitive to food waste and the Isaaq is just perfect because it maintains its appearance and taste for a long time, and even resists bruising on the shelf.”
Michele Odorizzi, president of the Consortium, is very happy with the agreement: “With Isaaq we have a double opportunity: on one side a market opportunity because of the particular characteristics of this apple for a big range of consumers. We appeal to small families, singles, active persons, people who tend to eat on their way, people who want handy portions - in fact everybody who wants to consume an apple to go. This perfectly matches the social/ demographic changes, which redefine the consumption itself. The other opportunity is for our growers: because of the scab resistance of the variety, Isaaq is particularly suitable for orcharding in sensitive areas.”
Melinda adds: “ISAAQ is already grown in more than 40 countries globally, in good apple growing areas: the Trentino region of the Melinda brand should not be missing. The consumer will be enthusiastic about this apple, but also the growers and citizen of the valleys Val di Non and Val di Sole. The growers, thanks to its productivity and resistance to scab with a positive signal and impact for the citizen. The fruit production of Melinda goes exactly in this direction: we want to produce high quality apples, respecting the standards of the Consortium, giving good returns and motivation to our 4.000 family members, producing in a sustainable way and respecting the environment and citizen.”
Melinda will show off the apple variety at Fruit Logistica in Hall 4.2 booth B-09.
For more information:
Simone Innerebner
KIKU G.M.B.H.
Tel: +39 0471 661 734
