Rubens®civni, a unique new apple variety, was developed by Consorzio Italiano Vivaisti (C.I.V.). The C.I.V. (www.civ.it) was well aware that the successful introduction of a new apple variety would need the support of a strong organisation within the fruit sector. With this in mind, C.I.V. established the Rubens European Consortium together with a number of European partners: sales organisations and a marketing coordinator.

The main objective of the Rubens® European Consortium is to deliver the consumers the highest quality of Rubens®, thanks to the close collaboration between the actors controlling all the processes, from the orchard to the table.