In November, WA Farm Direct and N&A Group launched the 2023/2024 Ondine flat peach and flat nectarine campaign in the Australian market.
"These varieties can be considered the perfect summer fruits and have a perfectly balanced 'semi-sweet' flavor and vibrantly colored skin, as well as a unique flat shape that makes them very easy to eat," said ASF Edition, the variety breeding company that owns the brand.
"WA Farm Direct and N&A Group are excited about the introduction of these new varieties into Australia's summer fruit market. The uniquely shaped and exceptionally tasty fruit of the Ondine range will attract new customers to the stone fruit category, while increasing the frequency and volume of their purchases," said ASF Edition.
"Most Australian consumers are not yet familiar with flat nectarines; however, we are confident that they will enjoy this fruit as a tasty and convenient snack. There is nothing comparable in the market, and we believe it will contribute to the growth of the product category," said Rebecca Blackman, Executive Manager of WA Farm.
"The Ondine is in a perfect position to attract new customers in the young family and gourmet snacking markets. Its size profile and unique flat shape make it an ideal snack, as it is easier to hold than traditional round peaches or nectarines and won't squish when carried in a lunchbox," said Rebecca. "Its exceptionally sweet flavor and unique look will make the Ondine a popular ingredient for canapés and finger food dishes," she added.
As an authorized variety, the Ondine's production is carefully managed and monitored, and it is sold through expertly selected marketing channels. "The aim is to give retailers and consumers a guarantee of quality consistency throughout the season," said ASF Edition.
The Ondine production in Australia is currently carried out mainly on two growing regions: Cobram in Victoria and Perth Hills in Western Australia. Both regions are known for producing high quality stone fruit, and the Ondine production is expected to take off in Australia, just as it has in other parts of the world.
"This season, the harvest started two weeks early in both growing locations and the fruit looks delicious. We expect 90 tons of flat peaches and 90 tons of flat nectarines (grade I fruit) to be available for the launch of the 2023/24 season, with fruit being supplied from both production areas," they say.
Ondine flat nectarines and flat nectarines will be available from late November to March in selected Woolworths stores in New South Wales and independent grocery stores.
For more information:
Rebecca Blackman
WA Farm Direct
M: 0456 954 447
rebecca.blackman@wafarmdirect.com.au
www.wafarmdirect.com.au
instagram.com/ondine_au/
ondine-fruit.com/au/