Livinda is the first Spanish apple that is beginning to obtain brand recognition
This Spanish apple is consolidating its position on the supermarket shelves in a year where there has been less pressure from other foreign brands. Fruit Today talked to Jacky Feniello, sales manager for the Nufri Group, on this and other topics.
Has the Livinda apple benefitted from the reduced presence of some well-known European brands?
The truth is that this campaign, particularly the second part, has been influenced by the results of the last European harvest, but, in any event, Nufri is completely committed to Livinda, therefore we are convinced that Livinda is the first Spanish apple, from high regions, with volumes and qualities that can take care of the home market all year round.
What volumes are we talking about?
Around 7.5 million kilos, including the five varieties contained in the range: Royal Gala, Fuji, Red Delicious, Granny and Golden.
In addition to this, you have put all your eggs in the same basket from a marketing point of view.
Of course. From the very beginning of the adventure, the idea was very clear: Livinda represents much more than just an apple: it is a ‘healthy’ product, associated with a healthy lifestyle and, thereby, also linked to sport. Also, our purpose is to support women’s sport, an activity that has not always been recognised at the level it deserves. And, furthermore, our aim has also been centred on consumers recognising Livinda due to its source, as a quality fruit that is grown in an exceptional region of Soria, at an altitude of 1,000 metres.
Regarding the club varieties Envy, Evelina y Opal, what has their behaviour been like this year?
Consumers are asking for apples that are very good to eat. And following Nufri’s philosophy, this year we have started the distribution of the club apples Envy, Evelina and Opal all over Spain, varieties with exceptional organoleptic characteristics: flavour, colour, crunchiness, texture, hardness, etc. In the different actions carried out, consumers have been able to try them and we believe that they have been positively surprised and consumers have liked the apples a great deal.
