Apple facts&myths
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Transcript of Apple facts&myths
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