Whereas most growing areas in Europe faced harsh weather conditions during the previous growing season, conditions have been much more favorable in recent months.
Despite a limited number of growers that are being affected by hail damage, the overall picture of the Kanzi® crop is positive, due to a shorter flowering period and the beautiful summer. An upward development of the volume, good sizing and coloring mean good starting points for the coming sales period.
Difficult market conditions
The overall market can be described as challenging. The market will be very price-driven to cope with poor consumer confidence. Nevertheless, expectations are that consumer demand for Kanzi apples will remain at a high level. In fact, the club concept has proven itself by achieving a stable market price and ever-increasing brand awareness and preference in recent years. Figures show that in the important markets, Kanzi has been steadily consolidating its market position as the undisputed number 2 brand apple in terms of volumes sold and market share in recent years.
Yes You Kanzi
The 'Yes You Kanzi' campaign, which was launched last season, was used to sharpen the brand's positioning. The message that thanks to the sweet-tangy taste and juicy crunch Kanzi apples provide the energy to make the most of your day, was frequently communicated to European consumers.
The online Yes You Kanzi platform functioned well last year to engage consumers with the brand. In the new season, this platform will be further highlighted through a media campaign and an attractive consumer activation in several European markets in which SONOS portable smart speakers can be won.
The pan-European Yes You Kanzi theme will also be incorporated in local activation and communication campaigns deployed by Kanzi growers' organizations in their home and key export markets to give the brand local relevance.
Expansion of acreage:
While all the signals from the market for the Kanzi club concept are green, variety manager EFC's focus is also on further expanding its crop potential. EFC and the Kanzi grower organizations calculated that, for the growing customer base, additional plantings are needed to ensure continued security of supply into the future.
For more information:
Jan Willem Verloop
Tel: +32 475 63 02 55
Email: janwillem.verloop@efcfruit.com
www.kanziapple.com