New apple variety exceeds expectations
“We looked for a superior quality, early-season apple variety to help us fill a gap when there is traditionally an apple shortage in the marketplace,” Next Fruit Generation Australia CEO James Walters said.
Mr Walters said that while Miapple came into season well before other more common varieties, it also performed well ahead of expectations in terms of yield, taste and pack out.
“We wanted an apple that was both grower-friendly and packer-friendly,” Mr Walters said.
Mr Walters said the company worked closely with its retail and wholesale customers, and expectations were well and truly exceeded when sales of their first crop sold out within a week.
“In some cases, retailers were coming back to their respective wholesale market three or four times within the first week when demand from the public exceeded the stores forecasted sales projection,” Mr Walters said.
Mark Joyce of Joyson Orchards said Miapple was easy to manage, had a good branch structure and was particularly good in terms of storage and tolerance to extreme heat.
Miapple was sold largely loose but also in various pack types throughout Woolworths and the independent retail sector via the Adelaide, Melbourne and Sydney wholesale markets. The campaign was backed up with innovative branding and social media advertising.
“As 2017 was our first season, the volumes were limited. But we are very optimistic about a much larger 2018 season and seeing Miapple playing a significant role in our apple variety portfolio in the future as tree planting continues,” Mr Walters said.
“This could even become the next Royal Gala,” Mr Walters said. “There is no
doubt in my mind that this will challenge existing mainstream apple varieties”.
For more information:
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