Natura

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mme

Naturalma® Programme – ReportNaturalma®? – Solution for ‘a’ problem

Problem Shallow use of varieties Several competitors –price

competition

Defencelessness

Sensitivity to scab High first cost

Profitability???

Solution New varieties with exclusive

licence Only for members! – No

competition!

Computability – Plan Novelty! Branded!

Resistance Low first cost Possibility of ecological

production Profitability!!!

That’s the Naturalma®!

Naturalma® Programme – Report

• What do we have achieved so far?

• Where are we now?

• What is waiting for us?

Naturalma® Programme – Report

2004 2005 2006 2007 2008 2009

The planting grants were stopped

The variety assortment becomes shallow and less diverse

The basic plant material of the plantations becomes superannuated, no novelties replace them

The price competition becomes even sharper

Increasing first costs

Product prices decrease or stay the same

The profitability indexes show decreasing tendencies

No governmental subvention

Weather anomalies occur even frequent

No possibility for contingency funds

Producers go bankrupt

Only the professionals stay alive

Producer and sales Associations are not able to function

Naturalma® Programme – Report

2004 2005 2006 2007 2008 2009

Searching for solution – producers, salesmen, nurseries, government

Shallow market possibility

Establishment of plantations for industrial processing

Searching for nostalgic apple varieties

The use of possibilities of resistance

Cultivation of varieties with high yields

Ignore of sensitive varieties

„ways-out, jockeying”

The unfavourable situation has been conserved

The „hunt” for the new varieties for the Naturalma is starting

Naturalma® Programme – Report

2004 2005 2006 2007 2008 2009

The breeding programme of Naturalma varieties is going of for several years

The research institute in Weinsberg is already testing the varieties Luna, Sirius and Orion

The varieties Luna, Sirius and Orion are introduced under the brand name Golden Sunshine Line

The idea of Naturalma is born at Holland Alma

The varieties Orion and Red Topaz are registered in the EU

Rozela is registered in the EU

Naturalma® Programme – Report

2009 2010 2011

We have selected 60 varieties in the first step. Criteria: resistance, look, storage capacity, taste

We have selected the five Naturalma varieties upon the results of the tastings in the company.

The preparation of licence agreements started

Naturalma® Programme – Report

2010

Jan Feb Márc Ápr Máj Jún Júl Aug Szept Okt Nov Dec

Licence agreements

Purchase of Hungarian propagation rights and application of the varieties for variety protection

The first Naturalma hand-graftings

Planting of the graftings

Purchasement of new nursery fields in Csobád village, with more favourable soil parameters for the Naturalma® ProgrammeEstablishment of the Naturalma model plantation

Registration of Naturalma slogan and logo

Idea of Naturalma Bio

The first articles are published

Continuous tasting events for producers

Naturalma budding

Naturalma® Programme – Report - 2011

• The variety tasting events go on until March

• Naturalma varieties have been introduced to 350 producers in 9 events

• In April the Naturalma Inc. has been registered and a higher volume of Naturalma propagations has been started in Csobád.

Summarized result of the evaluation of Naturalma® and control varieties –

November 2010 – March 2011

Result of the evaluation of the taste of Naturalma® and control varieties (November 2010 – March 2011)

Tuzsér February 2011 evaluation (80 people)

Tuzsér February 2011 evaluation (80 people)

The new varieties are

• Red Topaz• Rozela

• Sirius• Luna• Orion

• Topend Plus

Rozela

Rozela

Rozela• Diploid, good pollinator, bears fruits on the longer spurs• flowers heavily and regularly• Picking time. One week before Golden delicious• Precocious, annual producer of heavy crops• In natural storage fruits can be kept until March• Attains 90 % attractive red blush over yellow ground

colour, prominent lenticels• Flesh yellowish, medium firm, crisp, juicy, sweet with little

acid, good aromatic flavour• Resistant to scab, tolerant to powdery mildew• Grower-friendly variety, appears to be better adapted to

cooler apple producing areas

Red Topaz

• A colour-mutant of the parent variety, „candelabrum”

• Picking time before Golden, hangs quite well on the trees

• Brings fruits early

• Fruits can be stored until March

• Plat, big fruits, almost 100% red cover

• Resistant to scab, tolerant to mildew

LUN

A

Luna in Piricse

Already in the first year!

Luna

• Growth intensity and form = Golden D.• Picking time: one week after Golden• Can be kept in natural storage until the

beginning of April• Fruit: Heavy producer, becomes yellow and a

slight blush during storage, flesh is firm, crispy and juicy, Brix-index is above 13.5

• Resistant to scab,, moderately tolerant to powdery mildew. The variety is considered for both integrated and ecological production.

Orion• Tree: Triploid, strong vigour• Picking time: similar to Golden• Productivity: brings fruits early, no alternation• Can be kept in natural storage until March• Fruit: Big, yellow fruits; sometimes get a slight blush.

Very juicy, has a special taste that combines sweetness and tartness (Brix 16.1%)

• Diseases: Resistant to scab (Vf), tolerant to mildew

• Comment: The variety is considered for organic production. Under intensive growing systems with rich nutrition may produce oversized fruits.

Endures drought.

Sirius• Triploid, vigorous, semi-spreading, bears on longer

spurs• Flowering: before Delicious• Picking time: about 10 days after Golden Delicious, fruits

hang separated even without pruning. • Productivity: Early, regular and homogenous.• Keeping quality: in natural storage until April• Fruit: Middle to large size, globular, greenish yellow

ground colour with occasional slight blush, Flesh is yellow and firm, crispy, fine textured, very juicy, with good sugar acid rate (14.7 % Brix). Fine aromatic.

• Diseases: Resistant to scab• Comment: Production criteria are similar to Jonagold,

apart from treatments against scab. Very attractive! Very interesting variety with many excellent parameters. Is considered for ecological production

Variety Topaz Sirius Luna Orion

 

Vegetation data

Start of the vegetation 25.03. 27.03. 23.03. 24.03.

Flowering 25.04. 25.04. 25.04. 23.04.

Picking maturity 28. 09. 26.09. 7.10. 23.09.

Number of days between flowering and harvesting

153 151 162 148

Resistance-Sensitivity (1 point: no symptoms, 4 points: heavy symptoms)

Scab 1.0 1.0 1.0 1.0

Powdery mildew 1.3 1.2 1.1 1.4

Growth, yield

Yield potential High High High Middle

Relative crown volume 100% 118% 91% 70%

Tend to alternance Low Low Very low low

Vigour Middle Middle Middle Middle

Relative tree ddiameter 100% 126% 113% 127%

Fruit weight 153 g 188 g 150 g 211 g

Rate of fruits between 70-85 mm

80,80% 80,80% 68,50% 60%

Storage under natural conditions

Until March Until February Until February Until February

Fruit quality - Content

Firmness (kg/cm2) 7.7 7.8 8.4 7.7

Sugar content (Brix%) 13.5 14.2 13.5 14.5

Starch degradation (1-10) 5.5 6.5 4.7 4.5

Amount of acids (gl-1) 10.1 8.8 9.4 8.4

Guarantee for the production of excellent quality trees

New nursery field in Csobád

• For the Naturalma® Programme we have placed our whole fruit tree nursery production to a new site.

• Our new nursery is placed in BAZ County, in the village Csobád, next to the highway Nr. 3. – with far favourable ecological circumstances.

• Nutrient-supply, texture and water management properties of the soil are excellent.

• No edaphic pests.• The new trees will be of better and more

homogenous quality, than ever before.

Naturalma® CsobádThe beginning (April 2011)

Naturalma® – CsobádAfter planting (May 2011)

Naturalma® – CsobádAfter planting (May 2011)

Naturalma® Programme 2011 What we still have to do is to

• Ensure the product funds of 2011• Establish the Naturalma® Bio – professional

advisory system• Organize tasting events• Publish in professional press• Organize Open Nursery Days• Issue the capital stocks• Test new varieties

Naturalma® Programme 2011-2020What we still have to do is

• Establishment of a plantation area of 1750 ha• Production of uniform product funds• To prepare the market for Naturalma products• Operate the professional advisory system for

ecological production• Continuous consuming marketing• Operate of the Naturalma Inc.• Represent the interests of the

members

Köszönöm Figyelmüket!Thank you for your attention!

Szabolcs Babicz

Production and sales director

Holland Alma Ltd.