Consorzio Italiano Vivaisti (CIV), owner of the apple brand Modì, has signed a major new deal with Californian grower-exporter Farmington Fresh and the North American branch of International New Varieties Network (NAINN) that will kick-start production and sales of the variety in the US.
In securing the exclusive rights to introduce, grow and market the variety, which has the technical name CIVG198, NAINN and Stockton-based Farmington Fresh have agreed to plant an initial 200 acres (81ha) on orchards located south of Sacramento in California's Central Valley, with a view to extending that area to 600 acres (242ha) in due course.
'We're very excited about this opportunity,' commented David Rajkovich, founding partner of Farmington Fresh. 'Modì is a fantastic product and a grower-friendly apple with a smaller carbon footprint, something which is important to our customers.'
'It could have a dramatic impact on apple growers in California. The Sacramento and San Joaquin Valley growing region is very hot and dry, unlike the Northwest's apple region of Oregon and Washington, and to that extent CIVG198 is better suited to our climate.'
Rajkovich said the Modì brand identity was likely to help in distinguishing the variety – predominantly red with a hint of yellow – from others in the category.
'The Italian- or European-sounding name will count for a lot when it comes to marketing Modì on the west coast where we are,' he noted.
'We will start by finding a few progressive retailers, focusing initially on the higher-end retail outlets and backing this up with big promotions. However, eventually, we could see the apple sold in the so-called club stores as well.
Valuable opportunity
Rajkovich said he foresaw other opportunities for Farmington Fresh, which is also a key supplier of sliced apples under the Sweet Apple Bites brand, to maximise the value of the Modì crop.
'We would like to take the smaller-sized Modì and even the slightly blemished ones and use them for slicing, something which will further benefit the grower.
'We believe that Modì's superior internal pressures, unique flavours and storage ability will further help distinguish Farmington's Sweet Apple Bites as the highest-quality value-added apple products on the market.'
Modì is owned by Italian breeder Consorzio Italiano Vivaisti (CIV) and marketed by a number of producer partners in countries in both hemispheres.
Global production is currently around 18,000 tonnes per annum, with almost 90 per cent of that volume grown in Europe in addition to small amounts in Serbia, Russia, Turkey, Uruguay and Australia.
Fruit Logistica 2014 in Berlin saw all of the project's partner growers and distributors – including Farmington Fresh – form a new network, Modì International, which will collaborate on a worldwide marketing strategy, sharing information and best practice while supporting sales and promotion.
'The common aim of the Modì International project is to develop the CIVG198 variety, facilitating the exchange of best practices in the production division, and co-ordinating branding policies for Modì in the international market,' commented Marica Soattin, general director of CIV.
'We are really pleased to announce the entry of NAINN and Farmington Fresh into the Modì projects and we are confident that, as major players in US fruit, the new partners will offer their considerable knowhow in production and marketing to the development the brand's development.'
The North American branch of International New Varieties Network is comprised of four separate breeding groups: C&O Nursery, Pro Tree Nursery, Van Well Nursery and Willow Drive Nursery.
