Sales have commenced in Australia while production in Argentina and Chile is in the early stages and New Zealand and South Africa are testing new varieties
Red-fleshed apple brand Kissabel has highlighted the development of its Southern Hemisphere offering as its strong campaign in Europe and North America ends.
French breeder IFO said it has partnered with growers Australia, Argentina, Chile, New Zealand and South Africa, through the IFORED programme, to bring the a range of apples with flesh that varies from pink to intense red to the region.
“Kissabel is fortunate to be able to count on high-calibre international partners,” said Emmanuel de Lapparent, head of the IFORED programme.
Producers in the Southern Hemisphere are focused on testing the different varieties in their respective climates and markets. In terms of increasing the availability of our range on the global market, we are definitely heading in the right direction.”
Australia is at the most advanced stage of development with Montague Farms harvesting its first commercial crop in 2024. The 2025 crop will see yellow skin and pink flesh varieties, and varieties with both red skin and flesh harvested. The harvest will be supplemented with new varieties which have been tested over the last few years to deliver high flavour and red-coloured flesh.
Though marketing is still at the early stages in terms of volumes, Montague Farms has invested in growing the brand.
It has been promoted on national TV and was sampled by over 50,000 people at the Melbourne International Flower & Garden Show, where TV presenter and author Alice Zaslavsky hosted a sold-out Kissabel cooking demonstration.
Michelle Hau, marketing manager of Montague Farms, said more sampling events involving influencers and food outlets were planned.
“The goal is to construct a strong brand, so we are ready to increase volumes in the next few years,” said Hau. “We are particularly interested in young foodies, the perfect target audience for an innovation product like Kissabel.”
Kissabel has also made progress in South America thanks to the work of partners Moño Azul in Argentina and Unifrutti in Chile.
“The main objective this season is to confirm which varieties adapt best to our land so we can open new commercial plantations,” explained Marcelo Galardini, sales director of Moño Azul.
“In the meantime, we will begin promoting Kissabel apples on the local market to raise their profile among our customers.”
Argentinean production is mainly focused on the varieties with red flesh and skin. This is also the main variety in Chile, where different cultivars are currently being tested.
“This season we will send product samples to one of our customers in Brazil with the aim of expanding commercial production,” comments Cristian Matte, commercial manager of Unifrutti Chile.
In South Africa Dutoit Group began planting its first semi-commercial orchards in 2023, focusing on red skin and red flesh varieties and achieved its first harvest of Kissabel apples this year.
“We are very excited about the quality of the harvest: the apples developed an intense and vibrant red colour, especially in warmer regions. A pleasant surprise was the change in texture when apples reached maturity, also allowing the flavour to fully develop. This result was met with great enthusiasm by both our marketing team and local retailers,” says Willie Cotze, technical manager at Dutoit.
“We will be introducing Kissabel apples to a group of local media, influencers and retail customers to test the visual and tasting experience of this unique product.”
The IFORED programme has also commenced the testing phase in New Zealand with the partner Yummy Fruit.
