Italian apple brand Melinda is to market its fruit in Asia for the first time this season. The move is part of a collaboration with Italian export marketer Naturitalia. Rising demand for high-quality fresh produce among Asian consumers and the signing of export protocols are opening up growing opportunities for Europe’s leading fruit companies. During this season, Melinda apples will arrive in Singapore, Hong Kong, Malaysia, Indonesia, Vietnam, Thailand and Taiwan – the last three only opened to imports of Italian apples this year.
Marketing and communication manager, Andrea Fedrizzi, said: “We believe the Asian market can offer the right value to a premium brand like ours, and we expect this market will demand premium-quality products like Melinda, which of course will create economic benefit for our farmers.”
Melinda has 4,000 growers producing half a million tons of apples every year and generating €300m in turnover. In recent years, the consortium has looked to open up new markets beyond Europe.