Robust harvest helps bring Kissabel’s unique colours, profile to UK retailers

Produce Business staff and wire report

It’s been a banner autumn for the star of all apples, Kissabel, in the UK.

British partner Worldwide Fruit was the first to begin harvesting, ahead of France, Italy, Germany and Switzerland. And it also marked the start of marketing campaigns to get the word out on the red Rouge, pink flesh and yellow and orange skin varieties.

Given their unique look, they are an easy sell.

“For the yellow skin varieties we have had the best fruits to date, with excellent internal colour and exceptional flavour,” comments the company’s commercial director Hannah McIlfatrick. “Given the quality of the fruit we are very enthusiastic about the new season.”

That season runs from February through March.

With the completion of the harvest, the marketing campaigns in Europe have been intensifying, starting with Halloween. It was a treat to showcase how to use the Red Inside apple in creative ways.

“The October campaign culminated at Halloween, and now we will continue our activities between November and January,” she said. “We are enthusiastic about the new season. Kissabel is a bold and revolutionary addition to the apple category, a completely unique fruit.”

European counterparts are enjoying the stretched-out harvest and time to increase sales.

Italian members began picking the red variety from the end of October. Alongside the Melinda and VIP Consortiums, this year’s harvest will also be boosted by partner Rivoira, increasing availability and extending the season. Increased production and excellent quality will see the Italy’s Kissabel season run until Christmas.

“The increase in volumes will enable us to expand our presence in the retail market,” said Fabio Zanesco, spokesman of the Kissabel Italian marketing committee. “This is particularly important not only for meeting the high demand of the market but also in order to more broadly analyse the purchasing and consumption methods of such a new and unique apple.”

Jens Anderson, Kissabel marketing manager of the Red Apple Germany Consortium, reported good quality from the harvest. Meanwhile, red varieties will be available to Blue Whale and Mesfruits in France and Fenaco in Switzerland, together with the Kissabel Jaune and Kissabel Orange.



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