WESTERN Australia’s groundbreaking new apple, Bravo, is set to take on the UK market.
Fruit West Co-operative Ltd has stepped up by several notches its commercialisation of the WA-bred and owned apple with a campaign labelling it as being “like no other”.
In 2016, Bravo branded apples debuted on premium retailers' shelves in WA and NSW with their distinct sweetness and striking dark burgundy colour.
Bravo was put on display Asia Fruit Logistica in Hong Kong in November as part of the lea-up to the global strategy.
Fruit West in conjunction with WA Farm Direct Pty Ltd will guide the export market initiatives that compliment the work Fruit West is continuing to do around the country as more growers turn to the variety as a potential game changer.
Fruit West chairman and Newlands apple grower, Ben Darbyshire, said two significant grants from the WA Department of Primary Industries and Regional Development’s Agricultural Sciences Research and Development Fund, combined with a modest contribution from Horticulture Innovation Australia, has allowed the group to step-up its plans to take Bravo apples to the world.
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WA Farm Direct has been appointed the marketing champion for the next three years.
WA Farm Direct managing director, Jenny Mercer, will continue to lead WA Farm Direct’s marketing efforts, assisted by the recently appointed Bravo Apple National Development manager, Colin Griffin.
“The board is delighted to be working with a marketer with a genuine understanding of what Fruit West is looking to achieve for growers of apples branded as Bravo,” Dr Darbyshire said.
“A critical issue is making sure consumers have a more than satisfactory eating experience every time they bite into a Bravo.
“That way we maximise our ability to reward growers for a quality product and make their businesses sustainable, which is very difficult in Australia’s high cost environment.”
Ms Mercer said her team was very honoured by the appointment and are deeply respectful of the opportunity to work with, and for, the growers of the Bravo branded apple.
“I think the Australian community is starting to understand how hard it is for our orchardists, most of whom are family owned and operated, to compete against countries with much lower cost of production,” Ms Mercer said.
“Now for the first time in decades, Australia has an opportunity to export to the world without competing against an identical product grown in countries with much lower cost structures.
“We’re pleased to have the opportunity to work with Fruit West on a shared vision and goal of rewarding growers for their considerable investment in what has the potential to be a truly unique Australian Bravo apple.”
Dr Darbyshire said other recent board decisions that will deliver grower benefits included commissioning of Edith Cowan University School of Medical and Health Sciences to undertake clinical trials to build on existing knowledge of the health benefits of eating Bravo apples and engaging an experienced extension officer to compile material for a Good Practice Guide for Growers of ANABP 01, with more announcements to come.