“One of the best apples I’ve ever eaten”, “Excellent”, “We really liked them”. These were some of the reactions to the heavenly taste of Cosmic Crisp® by the crews involved in the International Balloon Grand Prix in Todi (Italy) at the end of July. The Cosmic Crisp® hot air balloon stood out at the event among the 70 teams from all over the world that coloured the skies of the Italian city.

In addition to the presence of the branded balloon, Cosmic Crisp® apples were part of the starter kits given to participants, receiving enthusiastic feedback. This positive feedback was confirmed by trade marketing activities, point-of-sale tastings and the success of the campaign conducted by the VOG and VIP Consortia, which market the apple in Europe.

“The season, which lasted six months for the first time, was very positive,” commented VOG Sales Manager Klaus Hölzl. “Demand was stable until mid-August, when marketing closed again with excellent fruit quality.”

“We have had very good feedback from the corners in selected points of sale, which included a digital display stand and the presence of one of our farmers,” adds Benjamin Laimer, Marketing Manager at VIP. “There has been strong interest from the markets, especially since April.”

Cosmic Crisp® has therefore passed the test of the spring/summer sales campaign, a period in which it stood out for its quality, exceptional crispness, juiciness and aromatic richness that are the basis of its ‘heavenly taste’.” Now the VOG and VIP Consortia are looking ahead to the next marketing season, which will start in February and will see a planned increase in quantities, with new plants entering production.

“Italy, Germany and Spain will remain the main markets for this apple,” explains Hannes Tauber, Marketing Manager at VOG. “In line with the success of this year’s initiatives, such as the Cosmic Crisp® hot air balloon and the TV commercial, heavenly pleasure will be the focus of the campaign. Trade marketing will also be very important, since this variety is highly attractive to consumers at the point of sale.”