Marco Galli

Apples: facts and myths

@skyrun7

• history, myth and symbol

• some data

• world production

• focus on Europe and Italy

• apples varieties: color, flavor and taste

• consumer view

• innovation

• some information sources

Kazakhstan: “the lost Garden of Even”

The origin of the apple

Malus sieversiiFor more information see also: ALMA Project http://www.originedelapomme.com/

The origin of the apple

The Elder, 1526. Lucas Kranach

Myth and simbol

The judgment of Paris. Rubens 1639

Myth and symbol

The son of a man. Magritte,1964

Myth and symbol

Myth and symbol

Snow White and the Seven Dwarfs. Walt Disney, 1937

Myth and symbol

Ready to love (in italian: “Il tempo delle mele”, “Apples time”).Claude Pinoteau, 1980

Myth and symbol

Myth and symbol

Myth and symbol

http://www.hermes.com/index_us.html

Myth and symbol

Myth and symbol

Myth and symbol

Some data

13

12

13

1310

16

221

Fruit worldproduction:about 500 mio t.

Fresh apples areabout 13% of thetotal

Apple vs fruits

EU 2716%

NorthAmerica

8%

SouthAmerica

6%

Africa3% Australia

and Pacific15%

China42%

65 mio t.

Apple world production

• farmer level: 23 Bn€

• pack-house gate level: 35Bn€

• consumer level: 80 Bn€

The value of the world apple market

Austria 2%

Belgium 2%

France 16%

Germany 9%

Italy 22%

Hollande 5%

Spain 5%

Portugal 3%

Polen 24%

10,6 mio t.

European apple production

1,7 mio t.

Source: Daniel Sauvaitre, ANPP 2012

Apple production in France

1,7 mio t.

Source: Daniel Sauvaitre, ANPP 2012

34.2

15.812.4

6

4.8

3.7

2.7

2.6 1

9 7 Golden Delicious

Gala

Granny

Braeburn

Red Delicious

Fuji

Renetta

Belchard

Elstar

Clus varieties

altre

Apple production in France

1 mio t.

Source: Landwirtschaftskammer Niedersachsen 2012

Apple production in Germany

Altes Land0,3 mio t.

Source: Landwirtschaftskammer Niedersachsen 2012

0.7

1.2 8.8 1.2

2.26.3

5.5

299.5

22.21.3

12 Golden Delicious

Gala

Braeburn

Gala

Gloster

Boskoop

Holsteiner Cox

Elstar

Red Jonaprince

Jonagold

Kanzi

altre

Apple production in Germany

Bodensee0,3 mio t.

Source: Kompetenzzentrum Obstbau-Bodensee, 2012

5

1.210

10

6

3

2

164

30

24

7

Golden Delicious

Gala

Braeburn

Gala

Idared

Boskoop

Pinova

Elstar

Topaz

Jonagold

Kanzi

Fuji

altre

Apple production in Germany

2.5 mio t.

Source: http://www.polandapples.com

Apple production in Poland

20

18

11

33

8

8

14

15

Idared

Zsampion

Jonagold

Gala

Golden Delicious

Logo

Gloster

Jonathan

Ligol

Apple production in Poland

2,5 mio t.

Source: http://www.polandapples.com

2,3 mio t.

Apple production in Italy

2,3 mio t. 16.2

30

14.8

4

2

7

11

72 2 4

Emilia Romagna

Veneto

Piemonte

Apple production in Italy

Main appleproducers byregion andbrand

Le principali varietà

Apples produced in Trentino and South Tirol regions could coverthe distance between earth and moon (about 300.000 km)

Apple production in Italy: varieties

Golden delicious45%Gala

14%

Red delicious11%

Fuji 7%

Granny 5%

Braeburn 4%

Cripps Pink 4%Imperatore 3% Annurca 2% Renette 1%

Source: Assomela/CSO

Apple production in Italy: varieties

Apple varieties: color, flavor and taste

Apple varieties: color, flavor and taste

Appearance: bright red with many stripes, lightyellow base; smooth and clean skin. Yellow-creamflesh.Flesh: firm, crunchy and juicy.Taste: very sweet and aromatic with a slight tartness

Appearance: from yellow-green to golden yellow incolour, may have red tones; smooth and clean skin.Off-white flesh.Flesh: juicy and delicate, crunchy and firm.Taste: sweet and slightly tart; delicately aromatic;lightly fragranced

Source: http://www.marlene.it/en/home.html

Apple varieties: color, flavor and taste

Appearance: bright green. White flesh.Flesh: very juicy, firm and crunchy.Taste: very refreshing, tart and aromatic

Appearance: pink-light red to dark red in colour,lightly striped, on a yellow-green base. Off-whiteflesh.Flesh: very crunchy, firm and juicy; high sugarcontent (between 12 and 15 brix) that can causeslight vitrescence.Taste: sweet and highly flavoured

Source: http://www.marlene.it/en/home.html

Apple consumption

1,5 apples/week

1 apple/week

2 apples/week

Average consumption

change/ declineconsumption

Source:O’Rourke, Interpoma 2012

New markets(BRIC)

Increasing offertropical fruits

Increasing offerextra EU apples

Production costs(EU)

Apple consumption:market evolution and trends

Club varieties

Red fleshvarieties

New products

Farmers are trying toadapt apple productionto the new markettrends

Apple consumption:market evolution and trends

Not only fresh apples.....

Waste Pectin and fibers

Juice

Clear juice

Concentrate

juice

Flavors

Cider

Vinegar

Calvados

Pieces Fresh cut dried

Dried apples

Puree Nectar Baby food

Not only fresh apples.....

A apple a day keep the doctor away

A apple a day keep the doctor away

Sources:

www.doctoroz.comwww.melinda.it/en

Apples are an excellent source of waterand micronutrients (vitamins and mineralsalts), and so represent a light, nutritiousfood that is ideal for contemporarylifestyles and always ready to eat.One apple packs a punch of heart-healthysoluble fiber and vitamin C. Apples alsohave the ability to fill you up with fewercalories to keep your waistline slim.The pectin in apples may lower thecholesterol levels and help stabilize theblood sugar. They help prevent lungdisease, especially in smokers.

ALMA Project http://www.originedelapomme.com/

Apple varieties : http://www.orangepippin.com/apples

Italian brands: http://www.marlene.it/en/http://www.melinda.it/enhttp://www.vip.coop/en/home/1-0.html

Some information sources

Marco Galli

@skyrun7

Pictures

Slide 3,4: www.originedelapomme.comSlide 5: http://blog-cache.extensis.com/wp-content/uploads/2012/07/Lucas-Cranach-the-Elder-Adam-and-Eve-680x1024.jpgSlide 6: http://4.bp.blogspot.com/_xBsAvxa4_j4/THRM1B-JtdI/AAAAAAAAABE/qbzvFVTSOsc/s1600/medium_Il+Giudizio+di+Paride+2.jpgSlide 7: http://t1.gstatic.com/images?q=tbn:ANd9GcRm0UPmpCKhoJNwhy4fa-8blFnnupDCKXgkKZ2YIgcqHmsNynBITHsunrw23ASlide 8: http://walldesktop.altervista.org/wp-content/uploads/2012/05/biancaneve-mangia-la-mela.jpgSlide 9: http://2.bp.blogspot.com/-xF3w5tw44bA/UR_WhHb64oI/AAAAAAAADao/pYGVMIIqEvs/s1600/tempomele2.jpgSlide 11: http://2.bp.blogspot.com/-f4GmfH1NYYU/Ta1GOfzyGBI/AAAAAAAAAEM/LcNmNFlfKPw/s1600/Pollini_Apple_Bag.jpgzelmafashion.blogspot.comhttp://4.bp.blogspot.com/-L12XHyAwM1I/TgtQtQZbBvI/AAAAAAAAA64/duVY3CrgPuc/s1600/274182_100002066900595_3822433_n.jpgmyfacehunter.comhttp://products.betzstatic.com/prod/mm/SJ/025866_001.jpg schulranzen.comSlide 12: http://www.slipperybrick.com/wp-content/uploads/2009/03/fruit-powered-clock.jpg slipperybrick.comSlide 13, 14: http://h008.pat00.de/beecec4a16ce/p/1288442516-8969.jpg ebay.co.ukSlide 16: http://mykitchencapers.com/wp-content/uploads/2012/02/apple-tape-measure1.jpgSlide 19: http://www.iphoneforums.net/img/apple-stock-money.pngSlide 30,31: http://www.imgbase.info/images/safe-wallpapers/digital_art/3d_space_scene/3077-digital_art_3d_earth_and_moon_wallpaper.jpgSlide 37: http://favim.com/orig/201105/07/Favim.com-37551.jpgSlide 42: http://www.multiculturalhealth.org/wp-content/uploads/2012/05/An-apple-a-day-keeps-the-doctor-away.jpg