Just in time for the first week of November, customers in EDEKA stores can look forward to the new harvest of the Magic Star® apple variety, which is grown exclusively for EDEKA. The new variety is impressive with regard to its excellent taste, long shelf life, and also regarding the social and ecological commitment of EDEKA and the growers.
Since 2020, Obst vom Bodensee Vertriebsgesellschaft has been supplying EDEKA Südwest with the new MagicStar apple variety, which is sold there under the regional brand "Unsere Heimat- echt und gut". This was followed in 2021 by the launch in the EDEKA North Bavaria-Saxony-Thuringia region, under the EDEKA umbrella label. For the marketing launch in 2022, MagicStar from Lake Constance will now also be delivered to the regions EDEKA Southern Bavaria and EDEKA Hessenring. A total of over 1,000t of marketable product is available. The marketing volume will continue to grow in the coming years.
From left to right: Jürgen Deiser (EKL O+G EDEKA Südbayern), Martina Mattes (Obst vom Bodensee), Max Noack (Fruchtkontor Süd).
To be found on store shelves throughout the season
With its attractive appearance and rich dark red color, the MagicStar variety is truly captivating. A bright color is often seen by consumers as a taste indicator, encouraging them to buy the fruit. In addition to this, quality is crucial: consumers should experience an excellent taste, encouraging them to buy again. While many apple varieties fluctuate in quality and availability due to prolonged storage, the innovative MagicStar apple variety retains its crispness, bite and juiciness throughout the year. This is important in order to offer consumers the same taste experience every time - as is typical for a branded product. MagicStar is particularly easy to store and will therefore be on retail shelves for many seasons to come.
From left to right: Martina Mattes (Obst vom Bodensee), Thomas Siegert (EDEKA Hessenring), Rainer Schulte (Fruchtkontor), Dr. Markus Bestfleisch (BayWa)
Regional apple enjoyment
Not only the appearance and taste of Magic Star are enticing, but there are the ecological aspects as well: The new variety is ideally suited to the climatic conditions around Lake Constance. Thanks to regional cultivation and the accompanying shorter distances between producer, packing station and retailer, the product is more environmentally friendly. Also, regional contract farming offers the Lake Constance producers a long-term economic perspective. This social responsibility, that EDEKA enacts towards these producers, is very important for the MagicStar project. The trust it builds with the growers also explains the great demand from growers to be part of the MagicStar partnership.
Ripe MagicStar apples at Lake Constance, with their vibrant red color.
For more information:
Obst vom Bodensee GmbH
Merkurstraße 7
D- 88046 Friedrichshafen | Bodensee
T +49 7541 97028-38
F +49 7541 97028-51
www.obst-vom-bodensee.de