Fruit branding: exploring factors affecting adoption of the new pear cultivar ‘Angelys’ in Italian large retail

Asioli, D. ORCID: https://orcid.org/0000-0003-2274-8450, Canavari, M., Malaguti, L. and Mignani, C. (2016) Fruit branding: exploring factors affecting adoption of the new pear cultivar ‘Angelys’ in Italian large retail. International Journal of Fruit Science, 16 (3). pp. 284-300. ISSN 1553-8621 doi: 10.1080/15538362.2015.1108894

Abstract/Summary

‘Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ and how large-scale retailers would exploit it to enhance their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with major Italian large-scale retail fruit purchase managers. The results show that although sensory properties, handling features, and Italian origin are highly appreciated by professional customers, the need to sell at a premium price might limit the interest of retailers for this new variety. Finally, implications and recommendations for academics and operators are discussed.