Welcome
Fruit West Co-operative and the BRAVO™ Branded Apple Story
Fruit West Co-operative is the innovative industry-based business that is licensed to commercialise the ANABP 01 apple variety that produces the stunning BRAVO™ apple. Established in 2012 Fruit West Co-operative Ltd is the outcome of an initiative of the Pome sub-committee of the Pome Citrus and Stone Fruit Producers’ Committee of the Agricultural Produce Commission. With initial seed funding from the WA pome industry, the Co-operative was formed with the aim of bringing about a fundamental shift in the way new tree fruit varieties are released in Australia. It was considered that the producer owned and controlled co-operative was and remains the best business model to provide an integrated value chain, from plant research all the way through to consumers wanting Australian-grown fresh fruit of a high and consistent standard year-round. Fruit West Co-operative is passionate about providing high-quality fresh produce to consumers and securing fair returns for growers. Whilst being committed to the commercialisation of the ANABP 01 apple variety, Fruit West also sees opportunity to apply the same passion to the release of other new tree fruit varieties.
A Message from our Chairman
Marketing of the 2020 season Bravo™ apple got under way in Western Australia in early April followed quickly in all major Australian mainland centres with consumers able to again enjoy a fantastic eating experience with new season fruit being of exceptional quality. The start of every apple season is an exciting time for fruit growers and consumers alike. Growers go through anxious periods throughout a season and after a year of hard toil everything culminates with the important decisions to be made around when and how best to pick the crop. Consumers also await the new apple season with considerable, but very discerning, interest in the quality of the fruit available. In the case of our Bravo™ apple, consumers had been waiting since before Christmas to again enjoy eating what has been voted the best tasting apple in Australia. I am pleased to say that both our growers and our loyal consumers across Australia, who have been increasing in number every year, are happy with this year’s crop. Since release of the variety for commercial production, Fruit West has been very active in supporting growers at the orchard level and has strived to ensure consumers have an eating experience that ensures they become champions of the Bravo™ apple. No better advertising than positive word of mouth referrals. Brand is about reputation, reliability and customer satisfaction. In the Bravo™ apple brand we strive to ensure customer satisfaction drives what we do to support the brand. Fruit West’s role in overseeing its licensees in the supply chain is to ensure everyone involved with the BRAVO™ apple is committed to ensuring each apple reaches consumers in perfect condition. Our work as grower’s co-operative is ongoing. The Board’s charter is first and foremost to work on behalf of the grower. But in doing so there is no more important role than ensuring our Bravo™ brand is known, scores highly on the reputation chart, is reliable and consistently meets customer expectations.
Chairman
Fruit West Co-operative Ltd
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End of the 2020 Season
For lovers of Bravo® apples regrettably the 2020 season has finished. All available fruit has been delivered to our very important stockists. Eating quality of 2020 season Bravo® apples was exceptional. Our growers are now nurturing next year’s fruit to the same high standard. New season Bravo® apples will be on retail shelves around April 2021.Thinning for Crop Load
Growers are reminded of the importance of thinning to establish crop load. A demonstration video of apple thinning is available alongside the technical note: Thinning to Establish Crop Load
Welcome
Fruit West Co-operative and the
BRAVO™ Branded Apple Story
Fruit West Co-operative is the innovative industry-based business that is licensed to commercialise the ANABP 01 apple variety that produces the stunning BRAVO™ apple. Established in 2012 Fruit West Co-operative Ltd is the outcome of an initiative of the Pome sub-committee of the Pome Citrus and Stone Fruit Producers’ Committee of the Agricultural Produce Commission. With initial seed funding from the WA pome industry, the Co-operative was formed with the aim of bringing about a fundamental shift in the way new tree fruit varieties are released in Australia. It was considered that the producer owned and controlled co-operative was and remains the best business model to provide an integrated value chain, from plant research all the way through to consumers wanting Australian-grown fresh fruit of a high and consistent standard year-round. Fruit West Co-operative is passionate about providing high-quality fresh produce to consumers and securing fair returns for growers. Whilst being committed to the commercialisation of the ANABP 01 apple variety, Fruit West also sees opportunity to apply the same passion to the release of other new tree fruit varieties.
© Copyright Fruit West Co-operative Ltd. 2020
A Message from our Chairman
Marketing of the 2020 season Bravo™ apple got under way in Western Australia in early April followed quickly in all major Australian mainland centres with consumers able to again enjoy a fantastic eating experience with new season fruit being of exceptional quality. The start of every apple season is an exciting time for fruit growers and consumers alike. Growers go through anxious periods throughout a season and after a year of hard toil everything culminates with the important decisions to be made around when and how best to pick the crop. Consumers also await the new apple season with considerable, but very discerning, interest in the quality of the fruit available. In the case of our Bravo™ apple, consumers had been waiting since before Christmas to again enjoy eating what has been voted the best tasting apple in Australia. I am pleased to say that both our growers and our loyal consumers across Australia, who have been increasing in number every year, are happy with this year’s crop. Since release of the variety for commercial production, Fruit West has been very active in supporting growers at the orchard level and has strived to ensure consumers have an eating experience that ensures they become champions of the Bravo™ apple. No better advertising than positive word of mouth referrals. Brand is about reputation, reliability and customer satisfaction. In the Bravo™ apple brand we strive to ensure customer satisfaction drives what we do to support the brand. Fruit West’s role in overseeing its licensees in the supply chain is to ensure everyone involved with the BRAVO™ apple is committed to ensuring each apple reaches consumers in perfect condition. Our work as grower’s co-operative is ongoing. The Board’s charter is first and foremost to work on behalf of the grower. But in doing so there is no more important role than ensuring our Bravo™ brand is known, scores highly on the reputation chart, is reliable and consistently meets customer expectations.
Chairman
Fruit West Co-operative
Ltd
Subscribe to the latest news from Fruitwest
delivered FREE and straight to your inbox.
End of 2020 Season
For lovers of Bravo® apples regrettably the 2020
season has finished.
All available fruit has been delivered to our very
important stockists.
Eating quality of 2020 season Bravo® apples was
exceptional.
Our growers are now nurturing next year’s fruit to the
same high standard.
New season Bravo® apples will be on retail shelves
around April 2021.
Thinning for Crop Load
Growers are reminded of the importance of thinning to establish crop load. A demonstration video of apple thinning is available alongside the technical note: Thinning to Establish Crop Load
