A new brand identity and market-oriented strategy may prove the catalyst for Austrian export company EVA to take Fruit Logistica by storm this week.
The marketers’ organisation EVA is a major international apple supplier and hope its new brand identity and strategic development of the market will give it a further boost in the export market.
The most popular apples in Austria come from Styria, the southern region of Austria, in which the climatic influences of the Pannonian area, the Alpine belt and the Mediterranean region come together.
This region offers continued sunshine and high differences in temperature between day and night concurrently.
Around 140,000 tonnes of the finest quality apples are harvested every year. Around half the apples are shipped to more than 30 countries all over the world under the brand names EVA and Mozart. Their most important export countries are Germany, the UK, Spain, Scandinavia and Eastern Europe with Russia and North Africa soon to follow.
EVA chief executive, Roman Seligo, said: “Our sales figures have grown five-fold since the mid-1990s. In order to develop our market shares even further in the future, it is now time to address the needs of the individual markets in a more differentiated way.
“We are identifying the optimal sales markets for the different varieties and qualities. In doing this, we are paying particular attention to a market-orientated policy on varieties and sounding out new opportunities, especially in Eastern Europe. In addition, it is important to sharpen the profile of our brands and anchor them in the minds of consumers.
”We have emotionalised (sic) the apple and put it in touch with human feelings and situations. Visitors to the trade fair will be amazed at just how much the Austrian apple can do - our apple has probably never before played to the gallery with such self-confidence and such innovative ideas.”
EVA will be exhibiting at Fruit Logistica from 4 - 6 February in Berlin with Golden Delicious, Gala, Braeburn and Idared as well as the new varieties Kiku and Evelina on display.
No comments yet