Van Kessel Fruit, licensee of the Evelina apple in the Netherlands, reports that the 2024 harvest is almost complete. This year has shown increasing production thanks to new plots coming into production and an increase in acreage. "Although production is growing, we did experience hail damage this season, both on plots without hail nets and plots where the nets were not yet closed during flowering," Jacco van Kessel said.
Crop expansion and sustainability
This year too, the acreage of Evelina has been further expanded, with new plantings in Gelderland, Utrecht, and Limburg bringing the total acreage to 40 hectares. Evelina is grown according to the "On the way to PlanetProof" standards, contributing to sustainable and responsible production. Although the growth of the acreage is controlled by the limited availability of trees from the company's Italian tree grower, they see enormous potential. In the coming years, the company will continue expanding the acreage with existing and new growers.
Marketing season
The Evelina apple will again be available in Dutch Lidl supermarkets from the second half of October. With the growing harvest, Van Kessel Fruit hopes to keep Evelina available longer each year to extend the sales season. Evelina can easily be stored and sold into August without compromising on quality.
Get influenced!" campaign
Besides the successful production and sales, Van Kessel Fruit is also focusing this year on broader brand awareness for Evelina with the "Get influenced!" campaign. For this, it has teamed up with the Instagram-famous influencer MadebyMowie. Moniek and her son James will playfully draw even more attention to the Evelina apple. Filming has now taken place and the campaign has been running since 9 October. Focusing on the target group of hundred-ball-high mothers and their energetic children, Evelina's campaign aims to promote Evelina as the ideal apple for the whole family.
Prospects
Evelina is now, after Pink Lady and Kanzi, the third club variety in Europe. And with the increased demand, Van Kessel Fruit sees great potential to keep Evelina as a fixture on the shelves. "Our focus is on the supermarkets and with larger harvests we want to eventually achieve year-round availability," says Jacco.
For more information:
Van Kessel Fruit
www.vankesselfruit.nl
www.evelina-appel.nl