A decidedly positive debut which, following the first tastings, has sparked the interest of the market with levels of demand already high. The first commercial trial campaign for the Cosmic Crisp® , the new apple cultivated and marketed in Europe exclusively by the VOG and VIP Consortia of South Tyrol – Südtirol, has got off to a flying start.
Officially presented in late January at the 2021 Apple Summit, the Cosmic Crisp® is a cross between the Enterprise and the Honeycrisp and stands out for its remarkable juiciness, firm crunch and particularly balanced flavour. A sensory experience perfectly encapsulated by the claim “Heavenly taste. With every bite” and by the faces chosen for the European communication campaign, which mirror the naturalness, luxury and exclusiveness of the apples. All aspects that wholesale market professionals were able to verify and appreciate during the first tastings.
“We are really pleased with the initial feedback we have collected from many expert professionals in the wholesale markets” comments Klaus Hölzl, sales manager of the VOG Consortium. “Cosmic Crisp® is popular for its texture and for the explosion of flavour and intensity apparent from the very first bite”. Thanks to the first trade marketing activities in support of customers, industry professionals have been able to get to know and appreciate the qualities of this new product. “We have organised tastings so greengrocers and specialist wholesalers can try the Cosmic Crisp® . We have also distributed illustrative materials that they can use in their shops to communicate the qualities of this incredible apple to consumers”.
The South Tyrolean consortia have already reserved 500 hectares of land for the cultivation of this new variety and following these first tests will launch greater quantities of the product on the market as of the 2021-2022 sales season.
“Cosmic Crisp® is an apple with an excellent shelf life and is perfect for the second half of the sales season, from February through to August”, explains Fabio Zanesco, sales director of VIP. “This year we began with the first 100 tonnes, a clearly limited amount but ideal for this launch phase which enables us to receive lots of useful feedback, as has been the case in the last few days. As of next season we will gradually ramp up both distribution and sales thanks to the availability of increasing volumes that will enable us to satisfy the already high level of demand”.