03046naa a2200253 a 450000100080000000500110000800800410001910000210006024500920008126000090017352023140018265000190249665000170251565000100253265000200254270000170256270000160257970000160259570000160261170000180262770000150264570000140266077301180267411343692024-04-05       2023    bl uuuu     u00u1 u    #d1 aKVITSCHAL, M. V.  aSamb??a??bthe new worlwide brand for brazilian apple varieties.h[electronic resource]  c2023  aAlthough trends of gradual changes in the profile of food consumers are reported, the Brazilian apple market does not yet understand these emerging demands. In recent years, consumers of food seeking different flavors and aromas have become increasingly common (JAEGER et al., 2017; ANGUS and WESTBROOK, 2019), with higher quality, such as that typical of Gourmet or Premium foods (NEVES et al., 2020). However, in Brazil, the apple market seems is going against the grain, as the variety of options available is still limited and, in many cases, offers low-quality fruits. New apple varieties require commercial strategies to establish specific markets for these new fruits. In Brazil the apple market is established on two single varieties, Gala and Fuji. However, this is not a usual practice in Brazil, although this is already quite evident in other countries. In the USA, Europe, Australia and New Zealand, for example, almost all new improved apple tree varieties have been commercially developed using trademarks. In this way, the consumer identifies the apples he prefers by the brand name of the fruits, not by the name of the variety itself. The bestknown example is the 'Cripps Pink' apple variety, whose fruits are known worldwide under the brand name Pink Lady??. In 1973, researcher John Cripps developed the Cripps Pink variety by crossing Golden Delicious and Lady Williams. Currently, Apple and Pear Australia Limited (APAL) owns the rights to use and manages the brand Pink Lady?? worldwide. Based on this commercial strategy, the Italian group Rivoira?? has been betting on a large worldwide project, the ?Brazilian Variety?. This project involves the creation of a world brand that gives identity to the apples of the sister varieties Luiza, Venice and Isadora, both developed through the Apple Breeding process at the Agricultural Research and Rural Extension Company of Santa Catarina ? Epagri, in Brazil. The present work shows how this commercial development plan for these three new Brazilian apple varieties is being to consolidate the Samb??a?? brand in Italy and worldwide. The work exemplifies a commercial model that the apple growers in Brazil can based to design innovative strategies to change the vulnerability scenario imposed by dependence only on Gala and Fuji varieties.  aapple breeding  aapple market  abrand  aMalus domestica1 aDICHGANS, G.1 aRIVOIRA, M.1 aRIZZATO, A.1 aPEIRONE, G.1 aLAPPARENT, E.1 aGUIDAT, F.1 aCOUTO, M.  tIn: CONGRESSO BRASILEIRO DE FRUTICULTURA, 28., 2023, Pelotas, RS. Anais... Jaboticabal, SP: SBF, 2023. p. 332-336