Val Venosta moved its “Apple Paradise” to the Fruit Attraction fair in Madrid, where the cooperative association (VIP) took the opportunity to showcase its high agricultural specialisation and cutting-edge technology. Despite the low production volumes in 2020, due to the late harvest, the fruit has optimal quality and colouring. Hence, Val Venosta has managed to maintain its position in the Iberian market, a key pillar for the company for some time, according to Christiane Gfrei, area sales manager for Spain.
The objective for the 21/22 season is to maintain the volumes of conventional product and increase sales of the organic range, always one of its strengths. While significant volumes are already available of the Ambrosia ™, Envy ™ and Kanzi® varieties, Val Venosta used Fruit Attraction to present its first SweeTango® apples, a sweet and juicy apple with a tropical touch and fruity notes. With this launch, the company plans to have growing volumes for Spain in the coming years. Cosmic Crisp® will also be marketed for the first time in the Spanish market from 2022, after having obtained, together with VOG, the exclusive cultivation rights for Europe. Other niche apples such as Yello® and Kissabell® will also be of interest to Spanish consumers this season, to complete the Apple Paradise taste experience.