BonitaSi is a new commercially interesting product among apples - as it is the only Slovenian brand of apples on our market. The brand is sold with the slogan “We choose good. We ared doing good. BonitaSi.” That is why it is sold at significantly higher prices than other cultivars, which places growers in a better economic position.

A marketing and market entry plan was drawn up for the BonitaSi brand, consisting of the following segments: Starting point, Analysis of the situation (SWOT analysis of the Slovenian market, Analysis of the segmentation of food buyers in Slovenia, Analysis of the behavior of the Slovenian food consumer, Analysis of sales channels of food products in Slovenia, Importance of quality in food marketing in Slovenia, Summary of market analysis), Marketing strategy (Price position of the BonitaSi brand, Marketing communication of the BonitaSi brand, Positioning of the BonitaSi brand at the sale point, Communication, marketing and financial goals, Budget for the implementation of the marketing plan, Evaluation, control and supervision of the implementation), and the Plan of marketing and communication activities of the BonitaSi brand during the 2022-2023 period (Phase 1: Pre-preparation, Phase 2: Launch of the BonitaSi brand, Phase 3: Product campaign).

As this cultivar is resistant to apple scab, less plant protection products are required. We also addressed soil protection measures with the implementation of non-chemical procedures, which result in reduced use of plant protection chemicals and consequently a lower impact on the environment.

We defined quality standards and designed a unique packaging and a marketing program for the BonitaSi brand. During the third year of the project, apples are successfully marketed in Lidl and Spar stores.

Bonita' is a very productive, firm, juicy and healthy cultivar that requires precise technological measures. Based on the first three years of experience, these requirements are described in detail in the technological instructions 'Sustainable production of apples of the 'Bonita' variety', available in both electronic (COBISS.SI-ID 129129475) and printed version (COBISS.SI-ID 125069571).

During the EIP project "BONITA-new resistant club apple variety in Slovenia - from production to marketing", we succesfully connected producers that were mebers of the EIP project, grouped in the cooperative Tibona z.o.o. as well as other growers of the 'Bonita' cultivar, who were not members of the project, but are connected through the Štajerc Ltd company. For this purpose, we created a website, Bonita.si, which is now managed by the members of both groups. The collaborationskupina pridelovalcev of all 'Bonita' apple growers in Slovenia enables the establishment of a Producer group.

We conducted a marketing seminar with existing and potential 'Bonita' growers to assess their opinion on the marketing of 'Bonita' apples in Slovenia. The workshop was organized in small groups, and the process involved several stages of defining optimal marketing strategy. Apples of the 'Bonita' variety were identified as a product (reference example: car). The participants then defined the reasons for their decisions and interpretation. This was followed by an overview of competition in the market, which in Slovenia is potentially represented by apples of the Evelina apples. The later are marketed as very juicy apples but the participants of the workshop emphasized that 'Bonita' apples are comparable or even exceed 'Evelina' in this quality trait. Participants additionally highlighted the advantages and disadvantages of other varieties that could compete with 'Bonita' apples ('Topaz', Pink Lady) and prepared a price estimate. 'Bonita' apples have been placed at the top of the middle price range. Slovenian consumers are currently mostly in favor of red-colored apples, but they are also aware of the sensory properties of the fruit. Market research will focus on defining the characteristics that are most perceived and positively assessed by consumers. To improve 'Bonita' market placement we designed attractive packaging and logo. We have identified two companies that will market 'Bonita' apples and, together with the growers, developed the following marketing strategies: wholesale in retail chains, direct sales on the farm and sales in local markets. We defined the type of ‘Bonita’ apple consumer. They are intended for more demanding buyers of both sexes, live a health life and enjoy food and leisure activities.

In the second year of the project "Bonita, a new resistant club apple variety in Slovenia - from production to marketing", we continued with technological measures to increase the quantity and quality of the crop and monitored the response of plants to environmental conditions. We have pinpointed the 'Bonita' variety as one of the most resistant varieties to spring frost in the assortment of frequently grown apples in Slovenian intensive orchards. Thorough maintenance of the training system is crucial for the development of the basic red color, as fruits need optimal lighting. Accurate winter pruning is very important, but equally, pre-harvest pruning should be implemented to additionally improve lighting conditions in the crown. Mature trees need to be machine-pruned after harvest. The 'Bonita' variety has an extremely high fertility potential and is less prone to alternance. Chemical thinning of the fruit is essential. Good results were obtained in experimental, two-year orchards by thinning with NAA-based products when the size of the fruit diameter was between 6 and 8 mm. To increase shelf life in cold storage, we need to determine optimal harvest time. Therefore, we evaluated the results of the harvesting regimes of the first two seasons and storage under different conditions. Detailed results will be reported at the end of the project. We have designed different types of packaging, which we will gradually introduce on the market in the coming years.

Recommendations for storage of Bonita apples



The fruits of 'Bonita' apples were harvested in the Posavje region on September 18th 2020. The harvest was plentiful, and different portions of fruit was subjected for storage analysis. The fruits were stored in the following conditions:



1. normal atmosphere, at a temperature of 1,5 ° C and 90% relative humidity;

2. dynamic atmosphere, at 1,0% O2 and 1,4% CO2 at a temperature of 1,5 ° C and a relative humidity of 90-92%;

3. fruits treated with a ripening inhibitor (1-MCP from Smartfresh) at the beginning of storage and stored in a dynamic atmosphere.



After three, five and seven months of storage, the quality of fruit was assessed according to the following parameters: skin color, fruit firmness and soluble solids content. Additionally, sensory  analysis was performed.



Based on the obtained results, we conclude that the concentrations of 1.0% O2 and 1.4% CO2 enable successful storage of 'Bonita' apples at least until May. Storage of apples of the 'Bonita' variety is possible in a normal atmosphere but only until the New year. The problem we noticed when storing apples in a normal atmosphere after the New Year is a wrinkled skin and a mottled color with brown tones, which is not reminiscent of typical apple scald.

Location selection                                                                          1. Terrain slope 0-25%: planting irrelevant to the contour lines

2. Terrain slope 25-30% (steep terrain): planting along the contour lines (terraces)

South, South-East, South-West, North-West, East and West expositions are suitable. The northern exposition is unsuitable.                                       

                                                                                                Land preparation

1. Cleaning the terrain

2. Terrain leveling

3. Soil analysis

4. Fertilization with phosphorus and potassium

5. pH adjustment (if necessary)

6. Addition of organic matter: 1.) stable manure; 2.) cover crops (sunflowers)

7. Green mass incorporation

8. Grass sowing

9. Installation of support and fence

10. Apple tree planting



Planting

Planting should be carried out during the winter, from January to March.

Planting depth should be adjusted to the height of the grafted point - the grafted point should be 20 cm above the ground.

Planting in furrows.

The recommended planting distance is 0.7-0.8 m in a row and 3.2 m between rows.

                                                                                          Cultivation pruning

Remove all premature shoots to 70 cm height, leave 3-4 well-developed shoots on the trunk. Then above the last shoot of the first level remove all shoots to the height of 10-20 cm and keep additional 3-4 shots above. Repeat the process once more to form 12-13 shoots and two light windows on the tree.

   

Basic fertilization and foliar fertilization.



Sustainable plant protection.



A harvest timeframe for the Bonita variety was determined.

In 2020, the harvest timeframe was from September 11th to October 30th.

For marketing purposes, a corporate identity (CI) Bonitasi was created.

Fruit drop just before harvest can be prevented by application of Obsthormon 24A, which is registered for this purpose. The orchard can be treated twice or maximum 3-times before harvesting. The first application is performed 20 to 25 days before the expected date of harvest, the second application 10 -15 days before harvest. Rarely, apple trees can be treated a third time, but in our conditions, this is the exception rather than the rule. Obsthormon 24A affects cell division and prevents the formation of abscission tissue in the fruit stalk. For the Bonita variety, 0.25 - 0.3 l/ha of Obsthormon 24A is used for the first treatment 20 -25 days before harvest and 0.2 l/ha of Obsthormon 24A for the second treatment 10 -15 days before harvest.

In orchards of the 'Bonita' apple variety planted in different years, we are perfecting the production technology of this new, resistant club variety. The orchards are up to 4 years old, and some have been planted in this year. Various pruning, fertilizing, fruit thinning and protection measures are implemented. To accurately evaluate the impact of technological measures on the variety, we have set up practical experiments in two statistical regions.

This year, eight new 'Bonita' apple orchards were planted in three statistical regions, four orchards by partnership members and four by non-project fruit growers.

In all these orchards, the technology that is evaluated in detail in this EIP project will be introduced. Thus, we will check the adequacy of the technology in several locations and in several statistical regions. The planting of new apple orchards in Slovenia generally promotes the development of fruit growing.

We have created a conceptual design for the uniform marketing of apples and apple products 'Bonita', which will help to make them recognizable to consumers.