Ambrosia™: A brilliant start and sustained demand
The 2020-21 campaign promises to be full of new features
Absent from the shelves since last April, the end of the previous season, Ambrosia™ apples have been back on the European market for a couple of weeks with the processing of Rivoira Group's Piedmontese apples, to which are added in these days those harvested in Val Venosta.
"Production is stable, overall, we have 24,000 tons of Italian goods available," - says Marco Rivoira - "which will allow us to manage marketing for the next six months. The quality is very good, even if the heat of the first part of September had worried us, then the arrival of colder currents allowed the product to color, which will therefore satisfy customers and consumers. The calibers are medium-large and ideal to satisfy the Mediterranean areas, in fact the strong start in Italy and Spain surprised me. We worked at full speed at the end of September, but we still could not satisfy all the demand, it was really incredible".
"A start like this year's Ambrosia™" - continues Fabio Zanesco, Sales & marketing Manager of VIP - "confirms the consumer's search for sweet, premium-positioned apples that give a superior taste experience. As far as we are concerned, we have processed the first apples with excellent results, and we are gradually starting with deliveries to the various channels and customers; in addition to what Marco said, for the goods processed in the Gold Rosé brand we expect greater availability, especially for Italy which has now consolidated the presence of sweet and crunchy products, although with less color and therefore more competitive prices. Finally, Ambrosia™ organic is also growing and is already available, with a campaign that will extend until January 2021".
At the moment commercial programs are being launched in the various European countries, so Germany and the Scandinavian area in addition to the already mentioned Spain, and the first volumes shipped to Asia are already on their way. Processing continues steadily and therefore availability is guaranteed until March/April, depending on calibers and predefined commercial channels. Certainly an increase in production volumes is planned for the next few years, especially from 2022-23, so today a solid base is being built for the expansion of the number of points of sale where consumers will be able to purchase Ambrosia™.
From a marketing and communication point of view, the season of Ambrosia™ will bring strong news this year: we have decided to increase investments in the B2C direction to directly involve our end consumers. This is an important but natural evolution compared to previous years, today we are adding new activities to the usual actions organized with the trade.
In November we will present an important step forward for Ambrosia™ and we can anticipate that in Spain we will go on television for the first time with a commercial that we are finalizing in these days, a first important step that shows once again how Ambrosia™ is in the front row among the new apples that are winning consumers' taste and attention!