Introducing New Apple Cultivars through a Coordinated Approach from Consumer till Breeder

The introduction of new apple cultivars into a worldwide full market can only be successful if all parties of the entire production-market chain cooperate closely together according to a mutually accepted strategic plan. In 2001 such a strategy was developed by Inova Fruit BV in close cooperation with Applied Plant Research (WUR-PPO) of Wageningen University and Research Centre, fruit extension specialists, and the Dutch Fruit Growers Organization. Consumer preferences were the starting point for selecting new cultivars from the hundreds of cultivars tested by WUR-PPO during the last decades. With the consumer preferences in mind, cultivar profiles were developed listing the attributes desired by nurseries, growers and sales organizations. To remain successful in the market both production and quality of the apples should be under strict control to continually meet the consumer demands. This also creates the best guarantee for good prices for the growers. To achieve these objectives the selected cultivars were introduced as ‘club varieties’. This implies the use of specific brand names, controlling numbers of trees produced and planted, and organizing the sales and marketing of the apples. Initially, four apple cultivars were selected matching the preferences of different groups of consumers. These cultivars were introduced to the growers. In 2003 pilot-orchards were established in the Netherlands and Belgium. These pilotorchards served to develop the guidelines for cultivar-specific cultivation protocols. Further, these pilot-orchards were used to optimize cultivation practices and post harvest storage conditions. In 2004, four cultivars, ‘Diwa’, ‘Civni’, ‘Delcores’ and ‘CPRO-47’ were released and given the brand names Junami®, Rubens®, Autento® and Wellant®, respectively. The first commercial orchards were planted in 2005. Autento® was withdrawn in 2006. Up to 2010 about 1.53 million Junami®, 1.3 million Rubens®, and almost 520,000 Wellant® trees have been planted in the European Union. Cultivar specific marketing and promotion campaigns have been carried out and contributed significantly to the success of these new cultivars within Europe. INTRODUCTION Worldwide many new apple cultivars become available each year from breeding programs all over the world. In the past 30 years approx. 3000 cultivars have been evaluated by the WUR-Applied Plant Research (WUR-PPO) for cultivation in NorthWest Europe. Due to global overproduction, the profitability of apple production has decreased, not only as a result of decreasing prices but also because of increasing costs for labour, fertilizers and chemicals for crop protection. To make apple production profitable again, the concept of club varieties was introduced, in order to control the amount and quality of apples produced and to adapt the production volume to the market demand. Defining the market demand requires detailed knowledge about apple consumers. What are the characteristics of apples that make consumers buy or reject apple cultivars and what makes them buy the same cultivars over and over again? Cleary, quality Proc. XXVIIIth IHC – IS on the Challenge for a Sustainable Production, Protection and Consumption of Mediterranean Fruits and Nuts Eds.: A.M. D’Onghia et al. Acta Hort. 940, ISHS 2012 434 characteristics like an attractive and recognizable appearance together with a good taste are important for consumers to buy any apple. However, renewed purchase of the same cultivar requires apples which are always of almost the same excellent quality. If not, consumers will be disappointed and will be more inclined to buy another apple cultivar or even another fruit species next time. Nevertheless recent introductions in the Netherlands have shown that excellent quality characteristics only, are not enough for a successful introduction into the market. E.g. at the end of the 20th century the introduction of the cultivar Delblush Tentation® in the Netherlands failed despite its very attractive and distinctive appearance and good eating quality. In order to increase the chances of a new cultivar on the market and to make it profitable for the growers, it was recognized that this requires a coordinated approach involving all participants in the fruit production and marketing chain. This paper describes an example of such an approach coordinated by Inova Fruit BV that resulted in the introduction of 4 new apple cultivars in the Netherlands and Belgium in 2004. Not only the efforts before the actual introduction, but also the results of this approach after the introduction of the cultivars up to 2010 will be discussed.