Redland, a vertically integrated grower, packer, and marketer of citrus, grapes, apples, pears, and gold kiwifruit, announces the successful introduction of the Sassy apple to the Australian market.
Redland's diverse portfolio includes 2500 hectares of citrus and 260 hectares of table grapes, both of which are primarily exported. However, the company's apples, pears, and gold kiwifruit, grown over 700 hectares and 150 hectares respectively, are mainly sold within Australia. "Australia lacks market access for the export of kiwifruit or apples, so we concentrate on the domestic market for these products," explains Jordan Bain, Head of Marketing at Redland.
© Redland
Introducing the Sassy apple
One of Redland's newest and most exciting ventures is the Sassy apple, an IP variety acquired through the purchase of assets from a business holding the varietal rights, Redland began cultivating the Sassy apple in 2021 in the Goulburn Valley. Despite a significant hail event delaying the first commercial volumes until 2024, the Sassy apple is now poised for a successful 2025 season with an expected yield of 15,000 to 20,000 cartons.
© Redland
A grower-friendly and consumer-approved variety
Currently grown exclusively in the Goulburn Valley, the Sassy apple has proven to be a resilient and high-quality variety. "It is a very grower-friendly variety and a great quality product with nice size, shape, and color," says Bain. "The Sassy apple boasts a striking appearance with a full block red color accented by light yellow, making it a visually appealing choice for consumers. Remarkably, the Sassy apple thrives in the hot climate of the Goulburn Valley, with night temperatures aiding in its rapid color change."
A Replacement for the Gala apple
As the Gala apple reaches the end of its lifecycle in the region, the Sassy apple emerges as a promising replacement. "Retailers tend to push the Gala as the first new season apple, but the quality is not always the best as the growing area's hot climate can impact the consumer experience negatively," Bain notes. "In contrast, the Sassy apple offers excellent eating quality and aesthetic appeal, making it a superior choice for consumers. While it may cost slightly more than a Gala, the investment in this club variety apple is justified by its exceptional quality."
Expanding retail presence
Redland currently supplies the Sassy apple to around 200 independent retailers and is optimistic about gaining the attention of major retailers such as Woolworths, Coles, and Aldi. "There are a lot of good IP varieties out there, but the Sassy is one of the very first IP apples of the new season and will give the consumer a great retail experience."
With plans for increased planting and openness to collaboration with other growers, Redland is committed to expanding the availability of the Sassy apple.
For more information:
Jordan Bain
Redland Premium Fruit
Email: jbain@redlandfruit.com.au
Phone: +61 438 650 833