In order to clearly differentiate it from the general offer of the fruit and vegetable sector, Modì® changes the way of presenting itself to consumers for Christmas and takes on a fresh and new look, closer to the enhancement strategies adopted by large-scale consumption. For this purpose, and for its deep red colour, the preferred commercial focus of the apple Modì® is precisely the Christmas period.

Two new items with a high added value have been designed for the European market: the 6 fruit Christmas tray and the 2 kg Christmas box, designed as a “family gift” and distributed in palbox. Both products have a customized packaging specifically designed for the event and are supplied with a nice Christmas gift.

Along the whole Christmas period, a rich programme of integrated and coordinated promotional actions in the MD and NT sales channels will aim at enhancing the purchase process, increasing the loyalty of consumers and defining the peculiarities of the Modì® brand, boosting its market positioning as the Christmas apple.

Some hostesses will offer a tasting, within stands fitted with sampling stands and posters for the highest visibility of the product, colouring with red fruit and vegetable departments. Consumers will be involved in the tasting of the new variety and will receive a Christmas gift.