A group has been established to back a new apple variety which is hitting the shelves of European retailers for the first time.
The Rubens Club is made up of members from different stages of the production chain to promote the new Rubens variety on the international market.
The apple, a natural cross between a Gala and an Elstar and developed in Italy, is noted forits unique, easy-to-bite flesh that has earned it the nickname 'easycrunch' apple.
'It is not easy to find a position on the market for a new special apple variety,' said Rubens Club managing director Herbert Knuppen. 'The introduction of this variety needs experience, professional skills and management besides adequate financial means.'
Rubens apples are grown in the north of Germany, South Tirol, Austria, Switzerland, the Netherlands, Belgium, Denmark and the UK.
The members making up Rubens Club are Consorzio Italiano ortofrutticole Societá cooperativa agricola (Italy), Consorzio Italiano Vivaisti consortile A R.L. (Italy), Danks Kernefrugt A/S (Denmark), Efko Gesellschaft GmbH (Austria), Elbe-Obst Erzeugerorganisation r.v (Germany), Fruitmasters B.V. (Netherlands), Inova Fruit B.V. (Netherlands), Iseppi Frutta S.A. (Switzerland), Norman Collett Ltd (UK), TC Frutta S.r.l. (Italy), The Greenery B.V. (Netherlands), Unacoa S.p.A Consortile (Italy) and VOG Verband der Südtiroler Obstgenossenschaften Gen.Landw.Ges (Italy).
