Samenvatting

Nowadays, in Europe, there is a declining consumption of apples. Many reasons could explain this trend such as the decreasing percentage of the budget given to fresh fruits per household. The whole sector is involved to find a solution to reverse this negative trend. An answer to this problem could be the introduction of a new variety on the market. This variety is a new kind of apple. It is a red flesh apple, which means that the fruit is red outside and red inside. Still under investigation, the work along this thesis was to determine the impact and the future of these new varieties. The target group for this research was the apple industry. The whole sector is involved, from the researcher, the nursery, the growers, the wholesalers, the supermarket till the consumer. In this way, the final objective of this research was to propose solutions and guidelines for companies which consider to grow red flesh apples. The chosen way was qualitative methods through interviews.