The Kissabel® apple harvest has begun in the Southern Hemisphere, with Australian partner Montague ready to organise samplings and tastings, while Chile, Argentina and South Africa are busy harvesting small test quantities.
Kissabel® is the range of coloured-flesh apples, varying from pink to intense red, produced by the IFORED project partners, which in the Southern Hemisphere include Montague (Australia), Unifrutti (Chile), Moño Azul (Argentina), Dutoit (South Africa) and Yummy Fruit (New Zealand).
In terms of harvesting, Montague accounts for the largest quantities: several dozen tonnes are expected, mainly with red skin and flesh, which will see an increase in the next two to three years. Kissabel® apples from the new Australian season are destined for product samplings, storage tests and selected retailers.
From Chile, Unifrutti reports smaller volumes, but with prospects for growth. “We look forward to sending samples to our customers in South and Central America,” explains Cristian Matte, Unifrutti’s sales manager, “so that they can familiarise themselves with the product with a view to future marketing.” In Argentina and South Africa, the harvest is limited to test orchards for now, with actual marketing planned for the coming years.
On the marketing front, it is therefore Australia that is implementing most of the initiatives, with a programme that includes PR activities, collaborations with influencers and ambassadors, and tastings. “The campaign is designed to build brand awareness, excitement and a sense of exclusiveness,” comments Angela Bracken, Marketing Manager at Montague. “Our strategy is to generate demand prior to the nationwide marketing of Kissabel® in two or three years’ time”.
To create this sense of anticipation, Kissabel® apples will be represented by their ambassador Alice Zaslavsky, Australia’s friendliest voice in food, and will be featured at various food events such as the Good Food & Wine Show in Melbourne and Sydney and initiatives at “The Orchard at Montague”, the company’s experiential area.
Expectations are therefore high. “Montague and the lucky consumers who were able to sample Kissabel® last year are very excited about this season’s return,” remarks Angela Bracken. “The retail store at The Orchard still receives inquiries on when it will be available to sample and hopefully to purchase”.
Kissabel® is the brand of different varieties of coloured-flesh apples – from pink to intense red – developed with the aid of exclusively natural breeding techniques thanks to the IFORED programme, an international partnership involving 14 of the world’s largest production and marketing companies.
For more information: https://kissabel.com/