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Washington Apple Commission brings onboard Chef Sanjeev Kapoor and Actor Disha Patani as Brand Ambassadors for India market promotions

Washington Apple Commission launches #WashingtonApplesKuchKhaasHai campaign for 2020

Monday, January 20, 2020, 17:49 Hrs  [IST]
HBI Staff | New Delhi

Washington Apple Commission, the agency entrusted to market and promote Washington Apples across the globe, in association with its India partner, SS Associates, has announced the appointment of two celebrities from diverse backgrounds, as brand ambassadors in the India market. Chef Sanjiv Kapoor, a renowned Chef and entrepreneur, and Actor Disha Patani will endorse Washington Apples new brand campaign in 2020  #WashingtonApplesKuchhKhaasHai in India market as its brand ambassadors. The announcement was made at an event organised in New Delhi today which was attended by Kenneth I Juster, US Ambassador to India, Todd Fryhover, President, Washington Apple Commission, and many key apple growers from the Washington area of the US.

Speaking on the occasion, the US Ambassador said that the US has a long history of apple cultivation and is a staple diet for the Americans.  American apples as a brand is older than the brand US itself, the Ambassador said.  He also informed that Washington Apples are known for its sheer diversity in terms of varieties. There are more than 30 varieties of apples are grown in Washington area, he said. As far as the Indian market is concerned, the Ambassador said that Washington apples comes when the domestic supply is at its low between March and July and therefore creates a win-win situation both for the farmers as well as the consumers alike, he said.

Fryhover said that India is indeed a very important export market for Washington Apples. "India is in the top 5 export markets, having been placed even second after Mexico in the past." While Washington Apples does a volume of 3 million boxes in a year in India, Fryhover said that 90% of it is ‘Red delicious’, followed by Gala, Fuji and Granny Smith. The demand, he said, is equally dispersed among key metro cities of Delhi, Mumbai, Chennai and Bangalore, with Mumbai and Delhi commanding the premium range of products. 
“We can’t be just in the tier I cities.  We are working really hard to go across tier II and III cities as well.  Distribution is key to our strategy in this market,” Fryhover said.  He said that while Apple is a perfect snacking item, by appointing a celebrity chef as a brand ambassador, they want to “emphasise” on other usages as well.  Chef Sanjeev Kapoor had prepared a theme meal around Washington Apple in Mumbai last week for the visiting delegation. 

The import of Washington Apples to India has been growing steadily over the years, informed Sumit Saran, In-Country Marketing Representative, Washington Apple Commission.  Between 2017-18 and 2018-19 season, the imports have grown over 20%, he said, from 101,000 metric tonnes to 127.908 matric tonnes.  Although Washington Apples carry an additional retaliatory duty of 20% over 50% import duties, he said that “price is still in control.”  

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