The Flash Gala apple, a South African innovation, is rapidly becoming a global phenomenon. Flash Gala is a meticulously branded experience, proving that even the most familiar fruit can become a superstar with the right strategy.
When Anthony Rawbone-Viljoen, Derek Corder, and Buks Nel envisioned creating a brand for Bigbucks apples with specific standards, many doubted its success. However, as Flash Gala continues to gain traction in the global market, more industry players are eager to join what could become the largest Gala brand worldwide.
“An apple is an apple, but the trick for me was to create that individual glow that is created by branding. I do not think we were prepared for the complexity ahead of us in this globally competitive environment, particularly the decision to brand the variety. But I knew what we were doing.
“To others, apples are a commodity but I believe the only way to elevate a commodity line is to give it a name and put it in front of people. Now the same people who warned us that they don’t think it will work agree that it does,” Rawbone-Viljoen said.
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Believing in the brand
Meanwhile, Pink Vein, the owner of Bigbucks, relies on volume and royalty contributions to invest in the brand and make it a household name.
“We registered the trademark globally according to each country’s law. It was a costly exercise. We had no government or other support and couldn’t afford to put millions behind Flash Gala to send the brand into orbit.
“We had to build it incrementally, by first selling some Bigbucks apples and then ploughing the royalties back into building the brand,” Rawbone-Viljoen said.
Bigbucks, a natural Gala mutation with a beautiful red colour, was discovered in January 2011 by Buks Nel in a Corder Gala orchard on Oak Valley Estate in the Elgin Valley.
According to Henk Griessel, Tru-Cape’s quality assurance manager, Flash Gala is the only branded Gala apple in South Africa. The decision was made early on to market the jewel-red apples under the Flash Gala brand.
“I would not be surprised if it is the largest brand in the Gala family, with the most fruit sold under the brand,” said Griessel.
Besides South Africa, Flash Gala is making waves in India, Africa, and the Far East.
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