The Kanzi Council launched a pan European PR campaign co-ordinated by Greenstar Kanzi Europe this week.
Each country will have brand manager or licence holder to co-ordinate activities and manage the ‘Kanzi concept’ in their respective area.
Consumer interest the premium apple is “unprecedented” ahead of the new season, according to one supermarket supplier.
James Simpson, managing director of the fruit’s UK licence holder Adrian Scripps Ltd, said demand for the apples, which it supplies to Tesco and Sainsbury’s and The Co-operative, was exceptional.
He said: “We started picking Kanzi last week and expect to begin marketing in November; however, we have already had letters, phone calls and emails from consumers who remember the fruit from last season and are asking when and where it will be available.
Eleven selected growers will this season produce some 1,300 tonnes of Kanzi apples for Adrian Scripps.
A sizeable crop of around 18,000 tonnes is expected across Europe as producers look to capitalise on the fruit’s popularity.
Increasing yield from young orchards and new plantings both with existing and new growers over the next couple of years will see over quarter of a million trees planted in the UK.
Simpson added: “We are also seeing increased demand from other sectors, with the apple proving popular with caterers. The flesh is a bright white and remains this way longer than many other bi-coloured apples, making it popular in salads.
“So far, the quality looks to be excellent, with the taste and texture of this season’s fruit expected to the give consumers the classic Kanzi champagne fizz when they bite into it. Kanzi is an incredibly attractive apple with a vibrant red/pink skin, which consumers have commented and which makes it one of the most eye catching and seductive apples in store.”
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