Apple variety management company will focus on clubs, commodities and services to unlock value in the category
Kiku Variety Management has rebranded as Adema after 25 years in the business of developing and managing high-quality apple varieties.
The South Tyrol-based company unveiled its new corporate identity this week at Interpoma, the binennial apple industry event, which takes place in Bolzano, Italy.
According to chief executive Jürgen Braun, the new company will continue to focus on club apples – including globally recognised premium variety Kiku and the snack brand Isaaq – as well as other trademarked commodities like Golden Parsi da Rosa, Alnova, and King Fujis.
And its services division will cover research and development into new varieties, branding, and the creation of marketing and distribution concepts.
With a quarter-century’s experience in the international apple business, Adema’s goal is to identify new varieties and lead them to commercial success.
“From the start, research and development have been at the heart of what we do,” Braun comments. “New apple varieties are rigorously tested in a global network and the selected varieties go through a strict approval process before they reach the market. That way, we can ensure that consumers will find only top-quality products on the shelves and producers are rewarded for their sustainable cultivation efforts.”
The development of branding and marketing concepts will also be a key part of the renamed company’s activities. “Through a vertically integrated approach, each step is strategically planned – from variety creation and product market readiness to shelf placement,” Braun continues.
“This process includes the creation of technical manuals for fruit growers, marketing strategies, and global management.”
