Prevar launches “new generation” of apples with GoodnessMe

New Zealand’s Prevar has announced the launch of GoodnessMe, a new apple variety that is the result of 20 years of R&D, and which the company describes as “groundbreaking”.

The brand’s tagline is “Good for me. Good for you. Good for the planet”.

What makes the variety so good, Prevar says, is its compatibility with its growing environment, boasting “double gene scab resistance, tolerance to mildew and European canker and a natural skin bloom that offers protection against sunburn” — all with outstanding taste and visual appeal, the company says.

“We’re excited to commercialise our first double gene scab resistant apple variety, bred by the world-renowned Plant & Food Research breeding programme in New Zealand and licensed in Europe to Wouters Fruit,” said Tony Martin, chief executive of Prevar.

Kris Wouters of licensee Wouters Fruit highlighted GoodnessMe’s high yields, resilience and unique market position.

“This variety sets a new standard for natural, resilient and delicious apple cultivation,” he said. “By embracing regenerative farming, we reduce pesticide use, enhance biodiversity and support a healthier ecosystem, providing an apple that’s better for growers, consumers and the planet.”

Belgium-based Wouters Fruit holds the exclusive European license for GoodnessMe and revealed it is now seeking expressions of interest from growers.

“European consumers can look forward to enjoying GoodnessMe apples from 2026,” Prevar stated. “With a naturally crisp texture and refreshing flavour, these apples are the ultimate healthy snack, staying crunchy for longer and delivering quality in every bite. Simple, delicious, and better for you.”

The new brand was officially launched at Interpoma in Italy, with interested growers among the first to taste the variety.

GoodnessMe joins Prevar’s portfolio of premium apples and pears licensed globally, including Rockit, Joli, Dazzle and Sassy apples, as well as Piqa pears.