Full-scale sales of “Shinano Gold” yellow apples grown by Italian farmers started in Europe this winter, a plant variety of which was bred by the Nagano Prefectural Government in Japan.
It is the first time for a plant variety created in Japan to be grown in a foreign country, products of which are sold with a brand in other countries.
In 2007, the Nagano Prefectural Government signed an agreement with two Italian farmers’ cooperatives, South Tyrolean Fruit Growers’ Cooperative and Val Venosta Agricultural Cooperative. This agreement provided the cooperatives with exclusive licenses to plant seeds and saplings of “Shinano Gold” as well as market their fruits in European countries.
The yellow apple grown in Italy was given a new brand name of “Yello.” Officials of the Nagano Prefectural Government wish to build up the registered trademark into a global brand by providing Italian farmers with technical advices on Yello apple production.
Two English words of “yellow” and “hello” are combined to create a new brand name of “Yello.”
Yello apple debuted in a market of Milan this winter. Shipments of the apples are still limited, but they are reportedly so popular among consumers and have been sold out almost immediately after being displayed at fruit shops in Milan.
The Yello apple will soon debut also in Brussel, a capital city of Belgium.