Brand: Identification of a product, a region or an association, which aims to promote its image. Commitment, on behalf of consumers, to guarantee the quality of a product from its origin. On 7 April 2001 another day was spent in the KIKU apple orchards. On this occasion growers visited several parts of orchards to assess both color and yield potential. About 150 growers were on the spot to examine the data and get a direct view of a Brazilian fruit-growing reality. Once again, the KIKU apple succeeded in overcoming the adversities of a year that was rather complex in terms of the fruit's esthetic development: a rainy summer, cloudy days alternating with extremely hot spells, but in the orchard it demonstrated the extreme ease with which it acquires color. Rosmar Zanotto, production manager, provided visitors with data regarding the parts visited. He answered all the questions, stating the year the orchard was planted, its yield capacity, the distance between trees and the type of rootstock, as well as describing all production phases and how they are managed. Thomas Pedross, a technical manager highly respected for his knowledge and his devotion to the environment he lives in, also provided information about activities in the orchard. The Lazzeri working team, in charge of organizing the whole event, is always on hand, ready and willing to receive clients and visitors. An important factor for a chieving success in everything we seek. Adverse conditions had to be overcome in the areas of production in the first and second years. This revealed its higher ability to respond compared to the standard Fuji and demonstrated, beyond a doubt, that this apple represents a sure choice for those who want to cultivate a new area or convert old orchards. Management and Staff. The event wouldn't have been complete without the tasty, succulent gaucho barbecue served each year during a big banquet, which lent emphasis to the occasion and left everyone with a bit of nostalgia. On this occasion everyone forgets or reminisces about past difficulties and, while enjoying good wine and beer, finds reasons for and dreams of continuing to help the fruit-growing sector make advances worldwide. For our company the event stood as a confirmation of the work begun with Mr. Alois Braun, an Italian upgrade specialist who brought us this fruit. On April 6th and 7th, we welcomed 250 visitors including fruit growers, traders from different regions of the country, representatives of research centers, fruit-growing experts from Latin America, managers of enterprises in the three major apple-growing regions and other professionals from the sector. This year is different, we have nothing left to demonstrate, KIKU is both reality and future, its strength lies in its color, which will appeal to a whole variety of national and international markets, it offers a high yield at the time of packing, i.e. a high percentage of apples falling into superior categories (as compared to the standard Fuji), and this surpasses its forerunner. Today we are launching this product under the brand name KIKU and will be selling it in the different packing formats offered in the market, starting from the second half of 2001.