THE FLAVOUR OF SÜDTIROL APPLES AT FRUIT ATTRACTION

After an intensive communication campaign in Spain with initiatives aimed at professionals and consumers, Marlene® apples return to Fruit Attraction to repeat their 2009 success.

Marlene® apples are still discussing with professionals and trade partners and for this reason they will be present once again at Fruit Attraction, the Spain’s foremost showcase for the fruit and vegetable sector. The seven apple varieties cultivated by the VOG Consortium in the heart of the Italian Alps will be returning to Madrid this year to attend the second edition of the event taking place from 20 to 22 October. 

The appearance of Marlene® apples at Fruit Attraction is just one in a line of many initiatives to be carried out in Spain over the next few months as part of an intensive communication campaign which includes activities aimed not only at professionals but at the final consumer also. The objective of the new plan is to intensify the actions developed in past year culminating in the TV campaign which brought the Marlene® ad into three million homes during the beginning of 2010. An initiative, which together with the amusing seals of approval and the sponsorship of some episodes of programmes by celebrity chefs Karlos Arguiñano, Eva Arguiñano and Bruno Oteiza, noticeably contributed to reinforcing the brand identity with the Spanish public. A result which was also achieved thanks to an intense promotional calendar in 145 sales points throughout Spain.

“The growing interest by professionals and consumers is a strong boost for intensifying our investments in Spain” - explained Gerhard Dichgans, Director of the VOG Consortium. “Our participation at Fruit Attraction since its first edition is a sign of confidence in a market we believe in and which is proving to be very satisfactory” – he added.

Since its launch in 2008 until now, the activities developed by the VOG Consortium in Spain to promote their seven varieties have produced excellent results. After the first phase characterised by the attention given by sector professionals, a full calendar of promotions and initiatives has permitted Spanish consumers to know and appreciate the freshness and individual flavours of each variety of Marlene® apples.