Articles
INTRODUCING NEW APPLE CULTIVARS THROUGH A COORDINATED APPROACH FROM CONSUMER TILL BREEDER
Article number
940_62
Pages
433 – 438
Language
English
Abstract
The introduction of new apple cultivars into a worldwide full market can only be successful if all parties of the entire production-market chain cooperate closely together according to a mutually accepted strategic plan.
In 2001 such a strategy was developed by Inova Fruit BV in close cooperation with Applied Plant Research (WUR-PPO) of Wageningen University and Research Centre, fruit extension specialists, and the Dutch Fruit Growers Organization.
Consumer preferences were the starting point for selecting new cultivars from the hundreds of cultivars tested by WUR-PPO during the last decades.
With the consumer preferences in mind, cultivar profiles were developed listing the attributes desired by nurseries, growers and sales organizations.
To remain successful in the market both production and quality of the apples should be under strict control to continually meet the consumer demands.
This also creates the best guarantee for good prices for the growers.
To achieve these objectives the selected cultivars were introduced as club varieties. This implies the use of specific brand names, controlling numbers of trees produced and planted, and organizing the sales and marketing of the apples.
Initially, four apple cultivars were selected matching the preferences of different groups of consumers.
These cultivars were introduced to the growers.
In 2003 pilot-orchards were established in the Netherlands and Belgium.
These pilot-orchards served to develop the guidelines for cultivar-specific cultivation protocols.
Further, these pilot-orchards were used to optimize cultivation practices and post harvest storage conditions.
In 2004, four cultivars, Diwa, Civni, Delcores and CPRO-47 were released and given the brand names Junami®, Rubens®, Autento® and Wellant®, respectively.
The first commercial orchards were planted in 2005. Autento® was withdrawn in 2006. Up to 2010 about 1.53 million Junami®, 1.3 million Rubens®, and almost 520,000 Wellant® trees have been planted in the European Union.
Cultivar specific marketing and promotion campaigns have been carried out and contributed significantly to the success of these new cultivars within Europe.
In 2001 such a strategy was developed by Inova Fruit BV in close cooperation with Applied Plant Research (WUR-PPO) of Wageningen University and Research Centre, fruit extension specialists, and the Dutch Fruit Growers Organization.
Consumer preferences were the starting point for selecting new cultivars from the hundreds of cultivars tested by WUR-PPO during the last decades.
With the consumer preferences in mind, cultivar profiles were developed listing the attributes desired by nurseries, growers and sales organizations.
To remain successful in the market both production and quality of the apples should be under strict control to continually meet the consumer demands.
This also creates the best guarantee for good prices for the growers.
To achieve these objectives the selected cultivars were introduced as club varieties. This implies the use of specific brand names, controlling numbers of trees produced and planted, and organizing the sales and marketing of the apples.
Initially, four apple cultivars were selected matching the preferences of different groups of consumers.
These cultivars were introduced to the growers.
In 2003 pilot-orchards were established in the Netherlands and Belgium.
These pilot-orchards served to develop the guidelines for cultivar-specific cultivation protocols.
Further, these pilot-orchards were used to optimize cultivation practices and post harvest storage conditions.
In 2004, four cultivars, Diwa, Civni, Delcores and CPRO-47 were released and given the brand names Junami®, Rubens®, Autento® and Wellant®, respectively.
The first commercial orchards were planted in 2005. Autento® was withdrawn in 2006. Up to 2010 about 1.53 million Junami®, 1.3 million Rubens®, and almost 520,000 Wellant® trees have been planted in the European Union.
Cultivar specific marketing and promotion campaigns have been carried out and contributed significantly to the success of these new cultivars within Europe.
Authors
F.M. Maas, G. Heijerman-Peppelman, M.J. Groot, F.W. Schoorl, K. van der Linden
Keywords
consumer preferences, pilot orchards, cultivar profiles, marketing, Malus × domestica, Junami®, Diwa, FAW5878, Rubens®, Civni, Wellant®, CPRO-47, Autento®, Delcoros. Tentation®, Delbush, club variety
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