Published 2016

Read in Norwegian

Publication details

Journal : International Journal of Fruit Science , vol. 16 , p. 284–300 , 2016

International Standard Numbers :
Printed : 1553-8362
Electronic : 1553-8621

Publication type : Academic article

Contributors : Asioli, Daniele; Canavari, Maurizio; Malaguti, Luca; Mignani, Chiara

Issue : 3

If you have questions about the publication, you may contact Nofima’s Chief Librarian.

Kjetil Aune
Chief Librarian


Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ 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 major Italian large-scale retail fruit purchase managers. The results show that although sensory properties, handling features, and Italian origin are highly appreciated by professional customers, the need to sell at a premium price might limit the interest of retailers for this new variety. Finally, implications and recommendations for academics and operators are discussed.