Prevar Ltd has announced it has licensed the marketing rights for a new red apple cultivar with the development name PremA96 to New Zealand firm Havelock North Fruit Company.
The apple, trademarked Rockit, was bred by fruit science specialist Plant & Food Research, which runs extensive apple and pear breeding programmes.
Havelock managing director Phil Alison believes that the apple will have very wide consumer appeal due to its “outstanding appearance" and “sweet flavour profile".
He said: “This apple is characteristically smaller than other established varieties and combined with its distinctive appearance will help differentiate it in the marketplace. We are excited about the niche market opportunities that are available and the very positive consumer feedback we’ve received to date."
Prevar chief executive Dr Brett Ennis said: “Rockit is an attractive, eye-catching, predominantly block red apple with superb sweet flavour and firm texture. When Prevar requested commercialisation expressions of interest in this selection, the Havelock North Fruit Company put forward some innovative marketing ideas for the children’s, foodservice, gifting and corporate market segments as an exciting new convenient apple.”
These apples are expected to be available on some selected New Zealand supermarket shelves and available for export in limited quantities this season.
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