Searching for and developing new varieties
As EFC, we’re continuously searching for new apple and pear varieties that have good growing characteristics, are unique in taste and appearance, and offer a great eating experience for our consumers. We only select varieties that meet all of these criteria. If this sounds like searching for a needle in a haystack, that’s because it is. But thanks to our network of 20 breeding stations, our technical team has managed to discover and develop three exceptional varieties. And we continue to look for other new and exciting varieties with great potential. Keep in touch, to ensure you stay up to date on our latest discovery.
Working together with 8 budwood repositories and 30 nurseries, we coordinate the global tree management programme. We support nurseries in their efforts to produce and supply outstanding quality trees. This includes ensuring the health of the initial propagation material and closely following the latest techniques, such as in vitro reproduction.
Our growers are members of our licensed partners group. With our fruit growing agreement, we grant them the right to grow the EFC apple or pear variety in their orchards. Optimal grower returns remain the driver behind any EFC variety concept.
Cultivation optimisation - an ongoing process
The discovery and development of a variety that meets all our requirements, and the production of the best and most suitable trees mark the first important step on our journey. Our technical team is constantly working on cultivation optimisation. We cooperate closely with research stations, universities and our licensing partners on further improvements and technical innovations. Together, we tackle the obstacles we come across and make sure our products stay future-proof. We are in close contact with our growers and provide them with the technical support they need to get great pack-out.
Building strong brands
EFC then builds strong fruit brands that are tailored to the needs of consumers and retailers. We develop and manage our brands, ensuring consistent brand communication: essential for building a strong brand. To create brand awareness and realise sales in all of the countries where our brands are on the shelves, we develop marketing campaigns in close cooperation with our licensing partners. We are also constantly searching for new markets and outlets for our varieties. For this, we work with our partners and brand promotors to convince more retailers to sell our brands.
Supported by EFC marketing and communication programmes and those of our licencing partners, our varieties have become strong brands that enjoy a loyal and growing consumer and trade fan base. Together we have succeeded in making KANZI® the number 2 apple brand in the world. With Migo®, we also have a highly successful concept: it is the only pear that you eat like an apple and which, despite a declining market for pears, continues to thrive.
Quality assured from the orchard to the store
Our journey doesn’t end with the delivery of an exceptional variety with a strong brand. In order to qualify for the KANZI® brand name and make it onto the shelf, an apple needs to meet 18 quality criteria. And because we know our products are exposed to external factors on the way from our grower to the consumer, we also apply various additional quality checks, both at the packing stations and in store.
Your partner for the longer term
Whether you're a grower, a grower organisation, or one of our other many partners across the globe, you can trust EFC to give you better returns, with less risk, and exciting, new premium brands. Now and in the longer term. EFC provides you with the expertise, advice and support you need: across the entire chain. We apply almost 20 years of technical growing experience, creative branding skills and a personal passion to realise our vision of being Committed to Excellence in everything we do: From seed to shelf.
To discover how EFC can help you realise your growing and commercial ambitions, please contact us.