KISSABEL®, EUROPEAN CROP INCREASES BY 40% FIRST SALES SEASON IN THE UNITED STATES

Kissabel^®apples return to the markets from mid September with the Northern Hemisphere crop. European production of the innovative range with coloured flesh in shades from pink to intense red will rise by 40%, with a crop of 3,500 tonnes.

To coincide with the new season, the Kissabel^®partners are preparing to exhibit at Fruit Attraction 2023, where the brand will have its first individual stand and will present the new juices made from the Red Inside apples.

Crop. Harvesting of the pink-flesh Kissabel^®Jaune and Orange varieties was begun by the British partner WorldwideFruit, Mesfruits and Blue Whale in France and Fenaco in Switzerland. In the United Kingdom, where the Rouge apples with red skin and flesh will also be harvested in October, the season will be extended further, running until March.

Rouge apples will also be harvested in Germany by the Red Apple Germany Consortium, in Italy by Melinda, Rivoira and VIP and in the United States by Stemilt Growers. The United States is currently the focus of attention within the project, as 2023 will see the start of the country’s first real sales season. Quantities are also forecast to rise in Europe, where crop quality is expected to be good.

Fruit Attraction. The expansion in crop size is accompanied by a stronger presence at Fruit Attraction, the international fruit and vegetable show to be held from 3 to 5 October in Madrid (Hall 8, stand E13A). The stand will be larger and more attractive, with special interactive sessions for visitors. As well as the new-season Kissabel^®apples, there will also be samplings of the juices produced by a number of project partners.

Kissabel^®apple juices. Fruit juices made entirely or partly from Kissabel^®apples are already available in Italy, Germany and France. Each authorised partner offers the market a different blend of coloured-flesh and traditional varieties, to provide a diversified product tailored to the various countries’ tastes. The project will enable use of fruit not suitable for sale as table apples and thus help to reduce food waste.

“Kissabel^®is growing thanks to the partners’ planning and their commitment to producing the best possible apples,” comments Emmanuel de Lapparent, manager of the IFORED programme. “Kissabel^®is an extremely innovative range and has succeeded in surprising consumers with its appearance and flavour. The juice we are presenting in Madrid this year will enable us to grow the red-flesh apple segment and the Kissabel^®brand further, with new opportunities for consumption even when the apples themselves are not available.”