Morgana conquers Madrid

Previewed at Fruit Attraction “the juiciest apple ever”!  “Morgana” is the new apple presented to the International Trade press today in Madrid at Fruit Attraction, one of the main fruit […]
Tue 30/10/2018

Previewed at Fruit Attraction “the juiciest apple ever”!

 “Morgana” is the new apple presented to the International Trade press today in Madrid at Fruit Attraction, one of the main fruit and vegetable exhibitions in the world, chosen as the ideal location for an event of this importance.

Result of the partnership between the four companies that make up the Morgana Apple Group – MAG (Fruitveiling Zuid Limburg Margraeten – Holland, BFV – Belgium, Krings Obstbau Vertriebs GmbH & Co. KG – Germany and Melinda – Italy), Morgana is the brand name chosen for the marketing of the Kizuri cultivar. This new variety was born in Belgium thanks to the work of the breeder Better3Fruit. The 4 partners have tightened during this year an agreement with ABCz, the company holding the license, obtaining the exclusivity for the sales in Europe.

Morgana is an inviting apple with a particularly juicy pulp. It has an intense red skin, bright and slightly yellow-tinged. It satisfies even the most demanding palates through a crunchy bite with a balanced aroma, characterized by tropical and spicy notes (reminiscent of anise). It is a healthy fruit, rich in Vitamin C, refreshing and thirst-quenching.

The chosen brand name is not casual or dictated by simple aesthetic parameters. It contains deeper and sensory images, linked to the organoleptic characteristics of the apple. The concept of Fata Morgana for example refers to the optical illusion  of seeing water in the desert that tells the concept of juiciness and freshness typical of this apple.”! Morgana also recalls the famous fairy protagonist of the legends of King Arthur by wrapping this apple in a magical and fantastic aura, which raises its perceived value. Morgana is a classy, sophisticated, high quality apple, mainly dedicated toa target of consumers between 20 and 50 years, particularly oriented towards premium quality products.

Both for consumers and for the trade, the competitive advantages of this apple are countless: in addition to the excellent shelf life (12 months) and the hardness that makes it almost bruise-free, the communication language stands out: in fact, Morgana presents a highly distinctive packaging, structured through a mix of colors and innovative elements that remind the drops of water, evoking freshness. Everything is enriched by gold details that underline its high-end positioning and reminds of refinement and luxury. The logo is completed by the claim “The juiciest”, direct and explanatory.

By the end of 2019 there will be about  600.000 trees planted in Europe and a significant presence on the market will be achieved starting from 2021.