Sambóa: the commercial apple campaign gets under way 2026/2027 with production growing

Sambóa has opened the commercial apple campaign 2026/27 with an estimated European gross production of 12.200 tonnes, more than 5.000 higher than the approximately 7.000 of the previous season.

A promise of quality all year round

“The growth in volumes allows us this year to build solid commercial programmes and guarantee customers an even more consistent presence throughout the season,” explains Giulia Montanaro, general manager of Sambóa. “In addition, there is another important factor: Sambóa, which pioneered the extra-sweet category, is the first premium apple to enter the market in the new season, a competitive advantage that we want to leverage and which is receiving a positive response from the distribution sector. Early availability and market presence are two central elements of the project: the aim is to ensure Sambóa is on the shelf for 12 months a year, in both the Northern and Southern Hemispheres, where production is also expected to develop progressively, offering consumers the same promise of quality all year round.”

A promise built on Sambóa’s distinctive characteristics: extreme sweetness, crunchiness, juiciness and freshness, combined with excellent storage capacity. A profile designed to offer a recognisable and consistent eating experience and meet the growing demand in the premium extra-sweet segment.

Italy is Sambóa’s leading market

Italy remains the main destination market. In the new season, the number of large-scale retail chains supplied is increasing, with commercial agreements already in place, while the brand’s presence in wholesale markets is being further strengthened.

In the first days of September, Sambóa will feature in a trade activity programme involving 28 customers at 18 agri-food centres from north to south: dedicated corners, tastings, materials for retailers and video content will accompany the launch of sales in Italy’s main wholesale markets.

“We want to strengthen Sambóa’s positioning from the first weeks of sales, supporting the work of our distribution partners and increasing brand recognition,” continues Giulia Montanaro. “Trade and retail remain central, but we are also beginning a process of speaking more directly to consumers.”

A first event is already scheduled for 27 September at Fabbrica del Vapore in Milan, with an event that will bring Sambóa into new consumption occasions linked to wellbeing, socialising and entertainment.

Development also looks abroad

The 12.200 tonnes of the new campaign mark one stage in a journey set to accelerate in the coming years: the European plan envisages more than 66.000 tonnes at full potential in 2036.

In parallel, Sambóa is preparing new commercial outlets to support the growth in supply: consolidating Germany, strengthening Spain, initial tests in France and the United Kingdom, and development in Southeast Asia, with particular attention to Vietnam and Hong Kong. Brazil is also among the target markets, where the varieties were developed, while the development of the international production network will progressively contribute to brand recognition and growth in all target markets.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.