"Encouraging outlook for Kissabel harvest volumes and quality"

The Kissabel® apple season has officially started in countries of the northern hemisphere, under the best circumstances. The harvest prospects are very promising, and a host of initiatives are planned to win over consumers. Sales of this revolutionary range of apples with colored flesh - from pink to intense red - began in mid-September, thanks to the IFORED program partners present in each country, with availability set to extend until February for some markets.

The season will feature the Americans from NBT, the British from Worldwide Fruit, the French from Mesfruits and Blue Whale, and the Swiss from Fenaco. They will soon be joined by the Italians from the NovaMela consortium (Melinda, VIP, Rivoira, La Trentina, and VOG) and the Germans from Red Apple Germany, focusing exclusively on the Red variety.

"We are approaching this new season with a great deal of confidence," explains Emmanuel de Lapparent, head of the Kissabel program. "Thanks to the excellent work of our program partners, we are anticipating a high harvest yield, both in terms of volume and quality. Thanks to the many initiatives planned and point-of-sale promotions, we are also convinced that Kissabel will continue to establish itself as a resolutely unique and innovative range of apples."

A promising start to the season
The outlook for harvest volumes and quality is encouraging.

In the United States, NBT is preparing to enter the peak of its third commercial season at the beginning of October with the Yellow and Red varieties. Quantities are in line with expectations, and the harvest looks particularly promising in terms of overall quality, which will ensure a presence on the market until the end of October.

With production focused on the Orange and Red varieties and volumes slightly up, France's Mesfruits and Blue Whale are aiming to expand the presence of Kissabel. Mesfruits is focusing primarily on the European market, while Blue Whale is targeting the French market and Asia. The marketing period will run until November.

Encouraging signs are also coming from the UK partner. "We are very excited about this campaign," explains Hannah McIlfatrick, Worldwide Fruit's sales director. "We are expecting excellent volumes for all three varieties - Orange, Red, and Yellow. Additionally, the appearance of the apples at this stage is truly remarkable. The campaign started in September and will continue until February."

Forecasts are also stable for Fenaco in Switzerland, where the harvest is concentrated on the Orange and Red varieties, with availability that will cover the market until December.

In Italy, the NovaMela consortium will be focusing on the Red variety from the end of October. "The coming season has every chance of being a good one," according to Andrea Fedrizzi, marketing director of Melinda and spokesperson for NovaMela. The Red campaign will be entering its active phase in a few weeks, but the forecasts are encouraging and the quality of the apples is already very high."

Finally, in Germany, our partner Red Apple Germany, also focusing on the Red variety, will be launching its season in late October, with very favorable prospects in terms of quantity and quality.

Tailor-made marketing strategies
In the United States, the brand-building phase is in full swing, according to Brianna Shales, marketing director of Stemilt Growers and NBT spokesperson for the Kissabel project. "It is essential that distributors highlight the distinctive character of Kissabel, namely its colorful flesh, through visual aids at the point of sale, dedicated packaging, displays, and targeted tastings. The aim is to build a solid base of loyal consumers and to boost brand awareness."

In France, the marketing strategy is designed to support development in local and international markets. According to Christelle Bertin, marketing and communications director at Blue Whale, "the aim is to develop the brand's image in France, and to stimulate demand in Asia, where interest in innovative brands like Kissabel is booming."

In the UK, the commercial season will be supported by a bold marketing campaign, combining digital communication and outdoor advertising, designed to highlight the uniqueness and astonishing internal colors of the apple. "Kissabel is an innovative product that is already attracting new consumers," explains Hannah McIlfatrick of Worldwide Fruit. "We want to increase its market penetration and offer this apple to an ever wider audience over a longer period. The ambition is to drive the whole category forward."

In Italy, the campaign once again aims to boost awareness of the product through a series of targeted actions: activations on social networks, integrated communication, tastings reserved for selected clients, and participation in major trade fairs, such as the Fiera dell'Artigianato.

In Germany, following the excellent results of recent seasons, the Autumn-themed point-of-sale campaign is back. This year, it will be enhanced by a competition to reward the best secondary positioning on the market: the winning shop will win a team-building event. According to Jens Anderson, marketing manager for Red Apple Germany, "the Baking Red Event, where consumers can share photos of their recipes featuring Kissabel apples, will be back this year. This promotion, advertised on the packaging, is the ideal opportunity to highlight the aesthetics and unique character of this product in a fun and engaging way."

Finally, in Switzerland, Fenaco is pursuing its strategy based on retail distribution and gastronomy, with a focus on building customer loyalty and the excellent quality of the harvest. "We are closely monitoring market developments in order to strengthen our relationships with our partners," explains Marie Pignat, marketing manager at Fenaco.

Meet Kissabel at Fruit Attraction (Hall 08 - Stand 8A16)