The first batch of Soluna apples grown in Europe is expected to be exported to Asia this year, while Australian volumes are forecast to grow by 15 per cent, as momentum builds for the brand in the region
The second campaign for the Soluna apple is underway in Asia and the Middle East and is going “extremely well”, according to Soluna brand manager Liza Matthews of TopFruit.
“All fruit is currently being supplied from Australia by exporter WA Farm Direct,” she said. “With export volumes projected to increase by 15 per cent, this year is shaping up to be exceptional for the brand.”
As fruit becomes available from “semi-commercial blocks” in Europe, global brand manager TopFruit expressed excitement at the start of trials from Europe into selected Asian markets to complement and extend the existing season. The first batch of European fruit is expected to be exported to Asia this year.
“This season’s fruit is of excellent eating quality, and market feedback has been overwhelmingly positive,” said Matthews. “As more consumers discover and enjoy Soluna, it is anticipated that exports will continue to outpace overall production growth in Australia, which stands at 5.2 per cent.”
Hong Kong importer Top Weal revealed that the Hong Kong market had responded positively to the Soluna apple brand, with demand strong and consumer interest growing.
“Feedback indicates that customers appreciate the brand’s quality and unique offerings, leading to increased sales and a solid market presence,” the importer stated. “Overall, the momentum suggests a promising future as we continue to engage with our audience.”
A fully branded tram and MTR (railway) advertisements could be seen in Hong Kong during September and throughout the mid-autumn festival, and the brand’s reach is rapidly widening.
“Soluna apples are available across Thailand at premium retailers and have firmly established themselves as a top-tier choice in the Thai market over the past few years,” said Matthews. “Season launches were held in all retailers and in-store tastings are ongoing.”
Tastings are also underway in retail stores in Singapore, Malaysia and Indonesia, she said, along with digital marketing activities.
A photoshoot for the brand in Thailand earlier this year highlighted the beauty and allure of the apple, while communication on social media aims to immerse consumers in the brand journey in order to “make them feel part of the Soluna story”.
During the 2024/25 European season, professional tasting panels will be conducted targeting consumers and selected customers. In October, European field days will be held in Italy, Spain and France and again in November in Italy, with visits to orchards, the regional research station trial site and nurseries.
“Fruit quality improvement is at the heart of this year’s trials,” said Matthews, “and climatic factors such as heat and solar radiation are among the most important factors that could impact crop quality.”
Water security is expected to be a key challenge in the coming years, so trials are set to assess the impact of various irrigation management techniques on quality.
“We are testing reduced water supply in certain orchards to evaluate the effects of water stress on trees and the effect on the quality of fruit,” explained Julien Delavaud, technical coordinator at TopStar. “We are using dendrometers to monitor the responses of these trees. The idea is to understand how ANABP 01 trees behave under reduced water intake conditions and to determine the optimal water intake for the variety.”
Various protection methods are currently being tested, including anti-transpirants (to protect trees from excessive water loss), misting systems for excessive heat, UV protection nets and solar protection sprays.
Various storage trials performed this year apparently showed excellent results for the conservation of ANABP 01 fruit under Controlled Atmosphere conditions. “The fruit was stored for up to six months and still retained excellent firmness as well as sugar and acidity profiles,” said Matthews.
