Exporters are now saying that the homegrown brand is reshaping how retailers – particularly in China – think about apples.
In Asia’s vast and fiercely competitive retail space, apples are traditionally sold as generic fruit through wholesalers.
Even when premium-grade stock enters supermarkets, it’s usually labelled only as “Imported from South Africa.” But according to JJ van der Spuy, commercial manager at Core Fruit, Flash Gala has changed the rules.
“It’s not just a South African apple – it’s Flash Gala,” Van der Spuy told Fruitnet.
“The brand is well-known, easily remembered, and frequently asked for by name.”
The path to becoming the ‘go-to’ apple variety
Core Fruit, Tru-Cape and Dutoit Agri – three of South Africa’s leading exporters – have collectively championed the Flash Gala brand.
Their efforts paid off recently during a major promotion with Yonghui, one of China’s biggest supermarket chains.
The campaign delivered a surge in sales and attracted strong interest from other retailers now wanting to run similar Flash Gala-only promotions.
Tru-Cape marketing director Conrad Fick said the apple’s growing popularity in China is the result of a deliberate, long-term brand building strategy.
“It proves that when a brand like Flash Gala is given a clear identity, it can break through the anonymity of the generic produce aisle and become a name that consumers actively ask for,” Fick added.
Consistency is key
Since farming conditions vary from season to season, it can be difficult to guarantee fruit quality every year.
Thanks to strict production and quality checks, Flash Gala manages to stay consistent, delivering the same reliable standard year after year.
“This apple has become synonymous with exceptional quality,” van der Spuy added. “Consumers may forget a cultivar, but they remember a brand.”
Flash Gala have now been placed alongside Pink Lady and Joya as one of the leading branded apple varieties.
“There are many promising varieties out there, but to successfully brand one, it must be truly remarkable,” he said. “Flash Gala meets that standard.”
