Market introduction of new apple varieties: think globally, deal locally!

摘要

Successful marketing of new apple varieties is discussed from the viewpoint of the apple grower. Aspects considered include challenges from increasing globalization and changing consumer preferences; worldwide development of new apple varieties; fluctuations in popularity of different apple varieties; influence of apple variety on pricing; keys to successful apple breeding programmes; increasing interest in so-called club varieties (associated with planned marketing strategies); importance of regional sales channels; and additional factors for apple producers to take into account when considering whether or not to cultivate new apple varieties.