Since the start of the Joya apple campaign on 11 January, the level and speed of sales has exceeded expectations, according to French grower-exporter Blue Whale.
The company’s Marc Peyres attributed the exceptional performance to the good condition of the European crop, as well as the efforts put in by the group’s growers.
Volumes of Joya apples have been up, while quality has been excellent, the company revealed, with the fruit reaching an optimal level of quality with decent sugar levels.
Production currently stands at 4,500 tonnes, but due to the young age of the orchards, Blue Whale expects volumes to double in the next four or five years.
Given the excellent quality of this year’s crop, the company is intent on opening new markets for Joya this season, according to Peyres.
“Joya is the last apple variety to be harvested,” he said. “So for anyone who prefers a fresher product, Joya is a perfect replacement for Galas, Reds and Goldens that have been in storage for a long time.”
Blue Whale is also positioning Joya as a fresher, closer-to-home alternative to Southern Hemisphere apples during the second part of the season.
“This variety has to play a key part on the European market from February to July, in competition with apples from the South Hemisphere,” the company stated.
According to Blue Whale, sales of Joya in its northern European markets accelerated rapidly last month, in part since the variety’s sweet-tart balance perfectly matches such consumers’ taste preferences.
The company is equally targeting the Spanish market for growth, with in-store promotions planned for various cities in the coming weeks.
