Fresh Produce

yello® – The New Yellow Apple Returns To the Market

By Steve Wynne-Jones
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There are high expectations among the VOG and VIP Consortia about the apple discovered in Japan and grown in South Tyrol (Südtirol) – a distinctive fruit that has won over the most demanding customers and consumers.

This new yellow-skinned specialty in the apple segment has returned to the market to satisfy the most demanding consumers. Since the end of October, the yello® apple, produced exclusively in Europe by the VOG and VIP Consortia, has been available again with its abundance of tropical aromas, juiciness and strong, attractive colour.

The sales season has opened with high expectations among the two South Tyrolean Consortia – the 2,500 tonnes of apples harvested, in line with previous years, have exactly what it takes in terms of quality to meet the expectations of apple lovers and win over new customers looking for a distinctive, top-quality product.

“yello® is much more than just an apple: it is a fruit that improves the quality of the entire category,” explains Klaus Hölzl, sales manager of VOG. “It is no coincidence that it has already won over a niche of consumers highly attentive to quality and flavour. Discovered in Japan and grown in South Tyrol, yello® is a genuine speciality for connoisseurs.”

'A One-Of-A-Kind Apple'

“We are really enthused about bringing this unique apple to the Italian and European,” adds Fabio Zanesco, head of protected varieties at VIP. “Its yellow-alabaster colour, juicy and crunchy flesh and exotic and tropical notes make it a one-of-a-kind apple, an exclusive experience in the yellow apple segment.”

To mark the start of the season, promotional initiatives got underway with a week of video postings, accompanied by a product distribution activity that took place on 22 October in Corso Vittorio Emanuele, right in the centre of Milan.

This was the ideal location for communicating the apple’s positioning as a premium product and, thanks to five hostesses, enabling passers-by to taste as many as 2,500 yello® apples. As for the trade, the 'yellow weeks' – the initiatives designed to encourage the fruit markets to purchase the yello® – are back, together with sampling activities, promotions, in-store tastings and direct email marketing initiatives.

On the market since 20 October, yello® will be available until April with all its sweetness and incomparable taste.

© 2022 European Supermarket Magazine – your source for the latest fresh produce news. Sponsored content. Click subscribe to sign up to ESM: European Supermarket Magazine.

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