Melinda making inroads in Asian markets
Italian apple brand Melinda continues to establish itself in Asia, after entering the region less than two years ago. Now, the brand has teamed up with Naturitalia, one of Italy’s largest fresh produce exporters, as it attempts to become the market leader for traditional and licensed apple varieties from.
Key to achieving that goal is a strategy that targets major retailers in some of Asia’s most important markets. Naturitalia’s export coordinator and marketing R&D manager Augusto Renella said that the quality, origin, and sustainability of Melinda apples have started to win over customers in the region. The Enjoy variety has already proven a hit with buyers in Singapore, where it is now sold online and in stores, in distinctive tube packs, by the country’s largest supermarket chain NTUC FairPrice.
In Malaysia, Enjoy, Morgana and Tessa are all now being marketed. In Hong Kong, a full campaign of licensed club varieties as well as non-licensed varieties like Red Delicious, Golden Delicious and Granny Smith, have secured shelf space in ParknShop, one of the region’s two major food retail chains. And Melinda-branded apples are also reaching retail customers in Thailand.
Renella said: “Our aim is to be the point of reference for Italian apples in Asia. Hong Kong and Singapore are very much acting as the shop window for our brand, which hopefully means other buyers in the region will see it and appreciate its quality.”