Some of Europe�s top apple producers came to Malaysia to launch their �Natural Goodness� campaign

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KUALA LUMPUR,
MALAYSIA -�Media OutReach�-
30 May 2019 -�European apple growers have launched
a three-year promotional campaign in Malaysia to highlight the benefits of
European apples to quality-conscious consumers.

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At
a launch event held in Kuala Lumpur recently, Her Excellency Maria Castillo
Fernandez, Head of the Delegation of the European Union to Malaysia, and His
Excellency Cristiano Maggipinto, the Ambassador of Italy to Malaysia, joined a party
of senior apple growers from the Italian Alps who outlined their plans to an
audience of Malaysian fruit importers, wholesalers and the media.

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The
three-year European Apples "Natural Goodness from the Italian Alps" promotional
campaign will include a series of tasting/sampling events at high-profile
Malaysian malls, media outreach activities, as well as influencer and social
media engagement initiatives.

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Italian
apple growers of Trentino South Tyrol will start supplying the Malaysian market
with the finest naturally grown apples from autumn of 2019.

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These
apples will range from classic varieties like Royal Gala, Granny Smith and Fuji
to Golden Delicious and Red Delicious, as well as exciting new club varieties
including Ambrosia�, Evelina^�, Kanzi^�, Modi^�,
Pink Lady^� and Yello^�. These apples will be available at
leading retailers nationwide and pricing will reflect the premium quality of
the product.

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Grown high in the Italian Alps where they are nourished by crystal clear
glacier springs and bask in abundant sunlight, all of these apple varieties are
also available as certified organic.

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Her Excellency Maria Castillo Fernandez, stressing that the EU co-funded
campaign is designed to generate awareness of the merits of European
agricultural production presented here by Italian apples, said,
"Malaysia is a very important market for the European Union. It is our second
largest market in South East Asia, while the European Union is Malaysia third
largest trading partner. Malaysia has a growing middle class and increasing
domestic consumption. In my time here I have seen myself how Malaysian
consumers are growing more interested in healthy high-quality foods and have an
increasing appetite for discovering new products. As such I think this is the
perfect time to inform them of the unique qualities of European and Italian
apples."

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His Excellency Ambassador Cristiano Maggipinto added, "Italian apples
are amongst the best produced not only in Europe, but in the world more generally,
and as such I am delighted that this campaign is being supported by the
European Union. Italian products generally have a strong visibility in
Malaysia, but people are not so aware of our historic agricultural heritage. I
look forward to seeing more natural Italian and European products in Malaysian stores
in the next few years and I am sure Malaysian consumers will also appreciate fresh
choices."

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Italian Alps apple producers representing VOG (Marlene) and Val Venosta
companies said, "The Italian Alps is unquestionably one of the most ideal
apple-growing regions in the world and as such we are delighted to be working
with a range of Malaysian fruit importers and wholesalers to make these
delicious products available to discerning Malaysian consumers. Italian apples
are produced to very stringent standards and are delicious eaten on their own
or used as an ingredient in a wide variety of recipes. We are very happy with
the response we have had in Malaysia from both importers and the general public
and we look forward to being back on Malaysian shelves later this year when our
apples are in season again."

www.europeanapplesfromalps.com

ABOUT APPLES FROM ITALIAN ALPS

Our apples strength comes from our superior quality fruit, grown every
year thanks to a great combination of a unique environment and production
expertise. For centuries, 20,000 local fruit farmers have been carefully cultivating
28,000 hectares of apple orchards, using skills acquired through many
generations of orchard-tending. Our apples grow on the rocky, mineral-rich soil
of the Italian Alps, where they breathe the pure air of our forests and absorb
the crystalline waters flowing straight from the Alpine glaciers. For 2,000
hours every year, they bask in the brilliant Alpine sunshine. This is why our
apples are easily recognized as the best by more than 100 million consumers in
over 30 countries around the world.