Fruit branding: Factors affecting the adoption of new pear variety Angelys® in the Italian food market

Angelys® is a new pear variety with distinctive marketing characteristics as well as particular sensory features. Angelys® has also an extended shelf life during spring season that is especially favourable because traditionally in the Italian food market this season slot is occupied by pear varieties imported from Southern Hemisphere. Angelys® is produced under the trademark licence model called “Club variety” and in Italy it is exclusively cultivated by ”F.lli Spreafico SPA” and sold primarily through large retailer chains. The main aim of this paper is to evaluate the potential interest of Italian large-scale retail chains in marketing this type of product 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 the major Italian large-scale retail purchase managers. A qualitative content analysis of the interviews was performed based on transcripts and summaries. The results show that although sensory properties, handling features and Italian origin are highly appreciated by professional customers, the high prices may limit the chances to extend the market. Higher investments in marketing activities and brand promotions carried out by ”F.lli Spreafico SPA” with the support of large-scale retail chains, could improve market performance of Angelys® and increase their intention to make it available to customers/consumers. Finally, implications and recommendations for academics and operators are discussed. Fruit branding: factors affecting the adoption of new pear variety Angelys® in the Italian food market. Available from: https://www.researchgate.net/publication/277668443\_Fruit\_branding\_factors\_affecting\_the\_adoption\_of\_new\_pear\_variety\_Angelys\_in\_the\_Italian\_food\_market [accessed Jun 6, 2015].