European trademarked apple variety Rubens is on an expansion course in the UK for next season, and is on the path towards becoming a mainstream variety.
A cross between Elstar and Gala bred by Consorzio Italiano Vivaisti (CIV), the variety is in production in nine European countries, as well as South Africa, Chile, and Washington State. All are linked through the exclusivity of an apple club.
Last year, the UK became the latest member of the club when, following trials, major English top-fruit marketing group Norman Collett Ltd signed an exclusive contract with CIV allowing its members to plant commercially.
Since then, 75,000 trees have gone in the ground, followed by a further 80,000 last winter. This planting momentum is expected to continue, with a further 70,000 scheduled over the years ahead.
This coming season will see 700-800 bins (230 tonnes-265t) picked in September and marketed from late October. Fruit will be in selected stores, and there have already been very favourable responses from buyers, technologists and consumers.
Sarah Calcutt, Collett’s business development manager, said: “We have already been working on some bespoke packaging concepts, as well as a range of events to celebrate the expansion of the English apple industry into something new.”
Andy Sadler, managing director of Collett’s, added: “Growers will be able to judge for themselves this autumn why we are so confident - Rubens has just been awarded its own class at the National Fruit Show.”
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