Italian apple marketer Melinda has opted to promote its Melasì brand more heavily this year in Italy after hail damage to a certain proportion of this season's production left it with more class two product to sell on the domestic market.
The Melasì brand, which is used separately to promote six class one varieties sold through the German wholesale trade, marks out fruit that has suffered minor external blemishes as a result of hail but is otherwise the same as its Melinda-branded offer.
Melinda has this week rolled out its Gemelle Diverse (Different Twins) television advertisement to highlight the quality of its class two offer, pointing out to consumers that fruit sold under the Melasì trademark is of the same high quality despite its slightly inferior external appearance.
This season's Italian apple crop is down significantly on the previous year's production, falling by an estimated 13 per cent to just below 2m tonnes.
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