Consumer demand for Kanzi apples is claimed to be continuing to grow, with the brand said to be leading the way with new apple varieties on retail shelves.
One of Kanzi’s key attributes driving demand, according to growers, is its “unique sweet and tangy taste, with a juicy crunch”. Another is the coordinated sales and marketing programs being undertaken by the 80 growers of the variety in all major production areas and their marketers.
Although production is forecast to increase by 50 per cent in each of the next three seasons, growers are being challenged to keep up with demand, they say.
“Each season we’ve hoped that we’d be able to supply for a few weeks longer than the season previous, but each year the demand has increased in line with the additional volume, so we keep seeing a 12-week season,” Kanzi grower and marketer Rob Cathels, from Ardrossan Orchards in Batlow, NSW, said.
With the season for Kanzi availability beginning this month, Mr Cathels says he is confident that, by coordinating supply, the group will maintain a strong presence through the season, while the fruit’s distinct appearance and taste will provide a point of difference on supermarket shelves.
Western Australia Kanzi grower Harvey Giblett, of Newton Orchards, said: “By working with our retail partners, we’ve been able to establish Kanzi as the first-choice premium early red apple in the Australian marketplace. Among a range of new varieties, Kanzi stands out on the retail shelf thanks to its natural high gloss and striking visual appeal.”
Development of the Kanzi brand will continue to be supported by a strong promotional program.
“We’ll be working with food writers and broadcasters, food bloggers and chefs to get the Kanzi message out,” Mr Giblett said. “A specific social-media strategy will further push Kanzi through Facebook and Instagram.
“This will be backed up by extensive billboard and national radio advertising. Teams will visit independent retailers to build displays and install point-of-sale materials, and we’ll be running specific promotional activities with both [major] national supermarket chains.”