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in Greece, ASEPOP Velventos. Our Greek
partners sell KIKU in Greece and Cyprus
and we are satisfied with the business they CRIMSON SNOW® : a brand for 365 days
are doing. After 20,000 tons sold in Europe, in 2021 the European club CRIMSON SNOW will in-
crease volumes to 30,000 tons, but above all, the commitment to quality and sustainabil-
Let's talk about marketing. The success
of KIKU is not only based on its quality ity increases.Klaus Hölzl, chief salesman at VOG, states about sales of the previous sea-
but is also enhanced by clever advertising son: "For us it was the first sales year with a critical volume, but the entrance into the
campaigns. What is the philosophy behind club was very smooth, as other Partners did a great job in past. Now it´s about main-
this strong and multifaceted promotional taining and expanding customer network in Germany, Italy and Spain, as well as build-
strategy? ing new markets. We like the Club, a group of heavyweights with a clear plan: the plant-
KIKU exists for almost 22 years. It’s no ing program of 700 hectares is mostly done, therefore the Club will increase importance
new in this sense, but the surface of the even more. The supermarkets like the apples, the consumer is in love with CRIMSON
branded apples in the world is increasing. SNOW®, and the positioning is also very clear. This brand will give satisfactions to every-
Since 1999 we look for constantly for the body in the supply chain”.
best promotional strategy. So we analyze Jürgen Braun concludes: "The consumer is really stunned
the markets and at the end of the day we by our apple. At tastings, 90%+ want to buy it, all over
focus on two targets: First, the consumer, Europe. At B2C level we are intensifying our activi-
which is the one who buys the consumer ties on socials (Instagram, Facebook, Youtube) and
from the shelf. So you have to attract and at point of sale. We invest in some sporting activ-
convince him to do it with a very appeal- ities and events, in winter we support the FISIP
ing lay out. The blue color of our box com- (Italian Paralympic Winter Sports Fed-
bined with the red apples make a very good eration) while in summer we tread
connection. Also, the name KIKU sounds more than 200 tennis clubs with
and is pronounced easy and nice all over Ferrero’s “kinder tennis” circuit,
the world. The attractiveness of the apple which also includes stages of
must be there but each time the consum- wheelchair tennis for kids.”
er bites the apple there must be a “taste
explosion”.
The other target is the grower, who
should get not what is left but fair mon-
ey to invest in innovation in the future. So,
if you have a goof running system, a good sumer and to show him what this apple
“club”, then you have a happy consum- is. The pandemic makes it more difficult
er who buys again. It’s the philosophy of since you cannot be at the sales point, but
fresh apple emotion that we implement. through social media you can do really ma-
If the consumer is happy, then the retail- ny things and from Facebook, Instagram
er will be happy. We count 26 licensed part- etc we have more feedbacks than ever.
ners in U.S.A, South Ameri-
Turning to other issues, what prospects do Finally, on which project does your
you see for red flesh apples in the market ca, South Africa, New Zea- company now work?
and what activities do you do in this area? land and Europe and through We do a lot in Research and Develop-
We have our own red flesh apple under ment about sustainability. We have hect-
the brand Red Moon. It’s a lot of time we them we bring the KIKU ap- ares and hectares of new varieties and mu-
are working on it. We want to go a slow ples to 150 countries all over tants but we are very severe in putting all
progress because red-fleshed apples is our efforts to get genetically better apples
something different. It’s not understand- the world compared to the existing in the markets.
able for the consumer because it’s a red We are looking for resistant, robust ap-
apple. ples, with characteristics that enable the
So we need to cut the apple and explain growers to plant these apples. We start
the apple. Taste and firmness is different our work looking for the right DNA that will
and all this is due to the red pigments in- help the growers to organize a cultivation
side the apple which on the other side have with less chemical footprint.
also a very nutritional aspect.
We see this as a chance to go to the con-

FROUTONEA 2021-22