Rubens, one of the most promising European trade marked apple varieties is set on an expansion course in the UK next season, and is firmly on the path towards fulfilling its earlier promise of ultimately becoming a main stream variety.
Recently at the annual general meeting of English Apples and Pears, the
industry's representative body, Adrian Barlow its Chief Executive called
it the "apple of the twenty teens." and highlighted it as a future success
story beginning to be told.
A cross between Elstar and Gala bred by Consorzio Italaniano Vivaisti (CIV)
it is already making its mark since its discovery in 1988. It is in
production in no less than nine European countries as well as South Africa,
Chile, and Washington State. All are linked through the exclusivity of an
apple club created to maximise its impact and ensure high quality
standards. Additionally, a percentage of the tree royalties create a fund
in each country to promote the fruit.
Last year the UK became the latest member when following trials, Norman
Collett Ltd, one of the country's major English top fruit marketing
groups, signed an exclusive contract with CIV allowing its members to plant
commercially.
Since then, such was the response from its 50 growers, that 75,000 trees
went in the ground, and were followed by a further 80,000 last winter. This
planting momentum will continue with a further 70,000 scheduled over the
years ahead.
This coming season will see 700-800 bins ( 230t - 265t) picked in September, marketed from late October. Fruit will be in selected stores; there have already been very favourable responses from buyers, technologists and consumer panels alike.
Sarah Calcutt, business development manager revealed: "We have already been working on some bespoke packaging concepts as well as a range of events to celebrate the expansion of the English apple industry into something new."
She added "we have a great opportunity to offer something that is a fantastic apple; aesthetically really pleasing and great to eat into the local and UK market".
Overall 1,5000 tonnes were sold in Europe as a whole in 2005-2006, so there is still enormous potential. More fruit, now including the UK, will be on its way in the years ahead, as the 1 million trees originally planted on the Continent have increased by a further 400,000
"The UK is ideally placed to take advantage of consumer demand. Rubens is a
variety which does well in Northern Europe as a whole, but it has been
found to perform particularly well in Kent, “says Andy Sadler managing
director of Norman Collett Ltd.
"Apart from its firm, crisp juicy taste, the damper colder climate is
producing the best colour on the bright red skin over a green /gold
background. It is also beginning to show that it is very high yielding.
We estimate that this will be in the region of 60/80 tonnes/hectare when
orchards reach their fifth year.
"Growers will be able to judge for themselves this autumn why we are so
confident; Rubens has just been awarded its own Class at the National Fruit Show"
These new orchards are part of the long term Collett strategy to support the development of their grower base. The provision of extensive trial programmes to assess new varieties, such as Rubens, has led to increased grower confidence in extending the range and volumes of varieties that have a profitable place on the commercial market. Also new out of this assessment programme is British Fuji; the Beni Shogun clone has performed well in trials and the first pick will also be available to selected retailers later this year. |
