"The Morgana apple is a premium variety that must compete with other premium apples. With it, we provide a regional alternative to overseas apples," says Ad Pollux, General Manager at Fruitveiling Zuid-Limburg. His colleague, Gerard Kievit, is responsible for auctioning these apples. Gerard says there's an increased need for locally-grown products. That's due to the coronavirus pandemic.
Fruitveiling Zuid-Limburg is near the Dutch border. That means parts of Belgium and Germany fall under the local market. "We can cover a large part of the Euroregion with the Dutch Morgana harvest. That makes it a truly regional product," says Ad. While developing this apple, the entire chain was mapped out. They ensured that it fitted in with all the links in that chain.
Gerard says the Morgana is easy to grow and less sensitive to sun damage. This apple meets consumer demands too. It has a sweet aromatic taste and is juicy and crunchy. The trade sector particularly appreciates the Morgana's long shelf life.
The cooperative uses these properties to stimulate repeat purchases. This year, the apple will be tested in various sales channels. Ad is convinced consumers will want it. He adds that, unfortunately, there's not yet sufficient production to supply these apples to shoppers year-round. The Morgana orchards - where harvesting starts at the beginning of October - are still young. So, there's still limited yield this year.
Legitimacy
Four partners are rolling out the Morgana in Europe. Melinda in Italy, Krings in Germany, BFV in Belgium, and Fruitveiling Zuid-Limburg in the Netherlands planted these apples. In the Netherlands, around 30 hectares of Morgana have been planted. Fruitveiling Zuid-Limburg deliberately considered geographical distribution. "The variety has been planted from the Zeeland coast to Nijmegen. Its core is in Limburg, so we have sales security in the trade sector," says Gerard. The aim is for the variety to expand every year.
Attention
Ad and Gerard see room in the apple market for both club and free, traditional varieties. The club concept can be a steering mechanism, especially when introducing new varieties. It can keep yields at the correct level, says Gerard. "If you introduce something new to the market, it needs vision and structure. You must steer the club variety in line with quality and a singular approach." That doesn't alter the fact that free variety growers also have their place in the apple market. Ad points out that Fruitveiling Zuid-Limburg pays equal attention to both types of sales.
Fruitveiling Zuid-Limburg
Aan de Fremme 33
6269 BK Margraten
Tel: + 31 43 458 8553
www.veilingzl.nl
www.morgana-appel.nl
Ad Pollux
[email protected]
Gerard Kievit
[email protected]
