At the top: Coryphée; at the bottom: Magic Star
Co-creation
These two new apple varieties are a result of collaborations on various levels. The Colruyt Group contacted fruit tree growers who specialise in new varieties. Apart from the stringent quality requirements in the areas of taste, colour and shelf life, the apples also had to have specific technical qualities. They had to, for example, flourish in the Belgian climate and it's soil composition while not compromising the environment. During taste tests, several different varieties of apples were developed and presented to clients, who chose their favourites.
Partnership
For the cultivation of these new apples, the Colruyt Group entered into a agreement with three of its permanent suppliers: Neven Fruits Waremme, Wolfcarius Fruit Markegem and Gebroeders Bangels Gingelom. The Colruyt Group has the exclusive rights to the sale of these apples. The retailer is also responsible for the project's co-ordination and the marketing costs for the launch itself. The growers, in turn, invest in the purchasing of the trees and the cultivation of this product.
The offer was tailored to the Colruyt Group's specifications. In this way, the launch was clear and concise and the group can offer the apples at a price that is acceptable to their suppliers as well as their clients. The fruit farmers also have the guarantee that their "sub-standard" apples that do not sell, will also be taken. The Colruyt Group ensures that these get processed and used for example, as apple sauce.
Exclusivity
The two apple varieties are to be cultivated exclusively for the Colruyt Group. The planting of apple trees in the farmers' various orchards is being done over three years. The Magic Start variety was introduced in November 2016 and will be in Belgian shops that are supplied by the Colruyt Group in the autumn of 2018. The exclusivity of the production of this variety is valid until 2021 and their sale until November 2022. The trees of the Coryphée variety are going to be planted in the autumn of 2017, with the first harvest expected in the autumn of 2021. The sale exclusivity is until 2027.
Goals
With this initiative, the group wants to offer apples that meet their client's expectations in terms of taste, colour and origin. In addition, the Colruyt Group wants to extend the season within which Belgian apples are available, while also highlighting the skill of local growers. Jan Schockaert, fruit purchaser at the Colruyt Group: "We noticed that clients, besides obviously wanting a tasty apple, also wanted to eat local produce. With this collaboration, we have fulfilled both these needs."
Other aims of this project are to reduce the carbon footprint of this product; to establish sustainable partnerships; to sell local value-added produce, thus ensuring producers get a fair price for their fruit. The Colruyt Group wants to play a leading role in sustaining supplier chains and consumer goods are ideal for this.
Other aims of this project are to reduce the carbon footprint of this product; to establish sustainable partnerships; to sell local value-added produce, thus ensuring producers get a fair price for their fruit. The Colruyt Group wants to play a leading role in sustaining supplier chains and consumer goods are ideal for this.
