A new campaign backed by Interfel aims to highlight the quality of French apples, including red-fleshed variety Kissabel
A range of marketing activities to promote French apples will target consumers in India over the coming months, with the fruit set to be sold by all of the country’s major supermarket chains.
Interfel, France’s fresh produce association, brought a range of apples to Mumbai earlier this week for a special event to launch the new campaign.
According to the group, recent investment in sustainable farming practices such as precision irrigation and eco-friendly pest management have helped the country to maintain its quality premium in the market.
The country has also avoided any major disruption from frost this season – producers in eastern Europe were not so fortunate – and therefore expects a similar crop to last season at around 1.46mn tonnes (-3 per cent).
Interfel’s retail marketing programme will highlight a number of varieties, including Red Delicious, Golden Delicious, Royal Gala, Granny Smith, and red-fleshed Kissabel.
