Approved by customers
Sweet, aromatic and crisp, the Magic Star is the fruit of a creative, multi-level cooperation. "Together with the breeders and our loyal fruit growers, we have come together to offer our customers apples that are able to meet their expectations", says Jan Schockaert, Colruyt Group's Fruit Purchasing Manager. "In addition to flavour and texture, customers are looking for a locally grown, environmentally friendly product. These apples must therefore have very specific technical qualities." In the end, it was the customers themselves who chose these apples during taste tests, giving the green light for apple trees to be planted in the Neven, Wolfcarius and Bangels family orchards in autumn 2016. The first phase of marketing took place last year in OKay and OKay Compact stores, resulting in excellent feedback from the customers of the brands.
The Magic Star is available from 16 January in the fresh produce sections of Colruyt Lowest Prices and OKay stores, as well as in the fruit aisles of affiliated Spar stores. It will be possible to sample the apple at Colruyt on 1 and 2 February.
A second exclusive apple for 2021
A second apple, the Coryphée, has gone through the same process. Developed by ZOUK sprl, it is grown by the same fruit growers, always in exclusivity for the group. The first marketing phase should take place next year with limited stocks. "This time it is an early apple, which will allow us to start the season earlier. Thanks to the Coryphée and the Magic Star, we can extend the apple season in Belgium, limit imports and therefore our ecological footprint", said Jan Schockaert.
