Commercialisation Project – ANABP 01 Variety
Commencing in 2011 with FFS funding this project has been created to empower WA growers to be price setters and manage the development and adoption of new varieties from the Australian National Apple Breeding Program.
This will improve grower profitability and ongoing future investment for WA industry via royalty revenue streaming.
The Committee, through Fee for Service, has continued to fund the Fruit West Co-operative (FWCL), appointed managers of the commercialisation of the variety and BRAVO™ apple, and ensured the success of the fruit from first year of production. After 20 years in the making, the well anticipated fruit from the ANABP 01 variety was named in 2016, trademarked as BRAVO™ branded apple and launched. Packing and marketing services were also engaged, efforts surrounding developing high quality specifications ensured the fruit would sit as a premium line in the retail market.
Funding also supported the launch of BRAVO™ with a Ministerial name launch at Parliament House along with wide spread and prolonged media coverage and ongoing retail launches in premium outlets.
The major outcomes have created an excellent consumer reaction to the apple, ensured high grower returns for the pioneer growers and in turn created consumer and grower demand. Other outcomes include the development of new plantings and tree production along with engaging with growers Australia wide building confidence in the variety. Ongoing consultation with Western Australian Agriculture Authority has continued to improve agreements and practises along the way, including several research and development projects measuring maturity along with storage research.
2017 Update
Now in the second year of production BRAVO™ fruit continues to make its mark on the market.
The season started by industry heavy weights gathering on 9thMay for the 2017 launch. Top Perth chefs, retailers, media and social commentators joined Agriculture and Food Minister Alannah MacTiernan and horticulture industry leaders at the event at Perth City Farm. The event was sponsored by WA Farm Direct appointed national marketer of the BRAVO™ apple.
The launch kick-started exposure and brand development of BRAVO™ using social media and point of sale material in retail. Steady sales have resulted in independent shops and the Woolworths chain stores. Brand development continues to build and export commencing with the first trial shipment planned for Singapore and a presence at the 2017 Asia Fruit Logistic in Hong Kong.
Grower support also continues via roadshows, field days and packing workshops remain a priority for the FWCL and learnings based on development of the variety will recognises this knowledge will become paramount in its success.
It remains the vision of the FWCL to see a transformation of the WA and broader Australian industry sustained by grower profitability through premium returns based on a rejunvenated export industry supporting a strong local industry. The mission remains to commercialise and develop the variety into being Australia’s No 1 branded apple in terms of production and presence in international markets.
The Western Australian Agriculture Authority continues to partner with this project with assistance research and development, measuring maturity along with storage research projects along the way.