Sambóa is ready to open its 2026/27 marketing season on 1 September with an estimated gross European crop of 12,200 tonnes, more than 5,000 tonnes above last season, as the brand accelerates its expansion across Europe and international markets.
The increase marks Sambóa’s first major step-up in volume and paves the way for a more ambitious phase of commercial development.
“The larger crop gives us the scale we need to develop strong commercial programmes and offer our customers even greater continuity throughout the season,” said Giulia Montanaro, General Manager of Sambóa. “Timing is another important advantage: Sambóa is the only premium extra-sweet apple to reach the market first at the start of the new season, allowing our customers to place a distinctive branded apple on shelves from day one.”
A distinctive eating experience
At the heart of this proposition is Sambóa’s clearly defined product profile: sweetness, crisp texture, juiciness and freshness, combined with excellent storability and a long shelf life.
The aim is to offer consumers a recognisable and consistent eating experience, while providing retailers and importers with a premium apple capable of maintaining its quality throughout the marketing season and during long-distance transport.
Developing markets ahead of future growth
Sambóa enters the new season with a clear international expansion plan designed to accompany the strong production growth expected over the coming years.
Italy remains its main market, while Germany, its second-largest market, will be a key focus for further consolidation. Spain is one of Sambóa’s main growth priorities for 2026/27. The brand sees significant potential in the Spanish market, where consumer preferences for sweet, crisp and juicy apples closely match Sambóa’s characteristics.
Outside Europe, Asia will be one of the main focuses of the new season. Following encouraging results from commercial trials last season, Sambóa will step up its development in the region, with Vietnam and Hong Kong among its main targets.
More favourable market access conditions are expected to support growth in Vietnam, while Sambóa’s long shelf life and ability to maintain quality over extended transit times make the product particularly well suited to these destinations.
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“We see strong potential in Spain and selected Asian markets,” said Montanaro. “Consumers in these markets show a clear preference for extra-sweet apples, and Sambóa has the right profile to meet this demand. Our goal is to establish a consistent market presence, increase visibility and build demand now, ahead of the significant production growth we expect in the coming years.”
Initial commercial trials are also planned in France and the United Kingdom, while work is under way in Brazil to design a structured development programme supported by dedicated marketing and communication activities.
Towards year-round availability
Sambóa’s overall strategy goes beyond sales, as the brand works to expand its production base and ensure continuity of supply.
“From the beginning, our goal has been to create more than a seasonal apple programme,” Montanaro added. “We want consumers to be able to enjoy the same distinctive Sambóa experience all year round, in both the Northern and Southern Hemispheres.”
The current European development plan forecasts annual production of more than 66,000 tonnes by 2036, making the early development of new markets a strategic priority for the project.
Brand activation gathers momentum
Commercial expansion will be supported by a strengthened brand activation programme. In Italy, Sambóa will start the season with targeted activities for the wholesale and retail channels, followed at the end of September by a first wave of new consumer-facing initiatives.
The aim is to build brand awareness and bring Sambóa closer to consumers through campaigns and activations that go beyond traditional apple marketing.
New ideas and initiatives will be presented at Fruit Attraction in Madrid as the brand enters a new phase focused on turning supply growth into stronger consumer demand.
About Sambóa
Samboá® is the umbrella brand for three varieties developed by the EPAGRI research centre in Brazil, all sharing consistent visual and organoleptic characteristics. The brand is owned by IFO and Gruppo Rivoira, the global Master Licensee.
Samboá Network International brings together the variety licensees in Europe — Gruppo Rivoira, F.lli Clementi and Blue Whale — and in the Southern Hemisphere — the Chilean companies Unifrutti, Frusan and MagnaExport, as well as Fruitcraft in New Zealand.
The network’s aim is to coordinate production growth, partner relations, and marketing and communication activities in order to strengthen the brand and increase its recognition worldwide.
