The Midwest Apple Improvement Association (MAIA) and the International Pome Fruit Alliance (IPA) have announced the global launch of EverCrisp™, a new apple with branding set to captivate taste buds around the world with its unparalleled sweetness.
MAIA, a grower-operated business, is renowned for its dedication to delivering new apple varieties that are not only productive to grow but also boast outstanding eating characteristics for consumers. The IPA, is an international alliance of seven esteemed fruit growing companies, established in 2011 including: Fruitways Ltd- South Africa, Agricola San Clemente - Chile, Heartland Fruit - New Zealand, Montague -Australia, CMI Orchards- USA , VOG and VIP – South Tyrol Italy, with its purpose is to work directly with fruit breeders, evaluate their varieties in house and identify those that satisfy the needs of its members and their customers.
MAIA developed the plant material from which EverCrisp™ apples are produced from a cross of Fuji and Honeycrisp back in 1998. This selection was exhaustively tested over a period of 20 years. In 2017 the first EverCrisp™ apples were made available to purchase in the United States.
Characterised by an intense sweetness and a fine texture, EverCrisp™ apples provide consumers with an explosion of flavour with every delightful bite. The overwhelming success and popularity of EverCrisp™ in the United States has prompted MAIA and IPA to embark on a joint venture agreement to expand its presence worldwide.
In 2015 MAIA entered a joint venture agreement with the IPA to produce fruit in territories around the world and deliver the EverCrisp™ brand to the global market. In the subsequent years the IPA members have planted MAIA trees in Australia, Chile. Europe, New Zealand and South Africa.
The stage has now been set to take the EverCrisp™ apple to the world. The global distribution of EverCrisp™ will be directed via a joint venture company, Apple Innovation (AI), owned by MAIA and IPA. The stand-out branding will be managed jointly by the IPA partners in a global collaboration.
For more information:
Stephen Rabe
International Pome Fruit Alliance
Tel.: +27 82 8817 187
Email: [email protected]