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
This is my first message to you as Interim Chairman of Fruit West Co-operative Ltd, following the recent retirement of our inaugural Chairman Ben Darbyshire. I extend my sincere thanks to Ben for his vision, determination and many years of hard work. This is an exciting time for the co-operative. Fruit West continues to make progress in expanding its grower network and in increasing sales. I am especially excited by the opportunities for us to increase brand awareness amongst consumers, retailers, wholesalers and importers, and to continue developing markets for the fruit, in Australia and overseas. The 2021 Bravo™ apple season has delivered a bountiful harvest. We sincerely thank our hardworking registered growers for their continued efforts in producing premium quality fruit. Judging by our social media pages, an increasing number of consumers eagerly await the start of the Bravo™ apple season each year. We are grateful for their feedback and generous support. Sharing the great story of Bravo™ apples gives welcome encouragement to our nurseries, growers, packhouses and marketers who each play a vital role in getting Bravo™ apples into kitchens, fruit bowls and lunchboxes across the country. Fruit West strives to ensure that consumers become repeat customers and Bravo™ apple champions. There is no better advertising than positive word of mouth referrals. Our work as a growers’ co-operative is ongoing. We continue to learn more and more about the characteristics of the variety and what makes it an apple LIKE NO OTHER™. As knowledge grows, so too will confidence: for growers, in their ability to produce fruit of consistently high standards, and for consumers, in being able to enjoy an exceptional eating experience with each bite.
Interim Chairman
Fruit West Co-operative Ltd
2021 Season Progress
This season has seen a bumper crop of fabulous Bravo™ apples across mainland Australia. Fruit has been on retail shelves since early May and continues to attract new and returning customers, particularly with its standout colour LIKE NO OTHER™. Bravo™ apples continue to do well in domestic and export markets. We thank everyone involved at each stage of the process for their hard work and support.Change in Office Details
The Fruit West registered office and some contact details have changed. Details of the changes are available on our Contact Page2021 Quality Specifications
For growers and packhouses, the approved 2021 Quality Specifications for ANABP 01 fruit are available here.
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. 2021
A Message from our Chairman
This is my first message to you as Interim Chairman of Fruit West Co-operative Ltd, following the recent retirement of our inaugural Chairman Ben Darbyshire. I extend my sincere thanks to Ben for his vision, determination and many years of hard work. This is an exciting time for the co-operative. Fruit West continues to make progress in expanding its grower network and in increasing sales. I am especially excited by the opportunities for us to increase brand awareness amongst consumers, retailers, wholesalers and importers, and to continue developing markets for the fruit, in Australia and overseas. The 2021 Bravo™ apple season has delivered a bountiful harvest. We sincerely thank our hardworking registered growers for their continued efforts in producing premium quality fruit. Judging by our social media pages, an increasing number of consumers eagerly await the start of the Bravo™ apple season each year. We are grateful for their feedback and generous support. Sharing the great story of Bravo™ apples gives welcome encouragement to our nurseries, growers, packhouses and marketers who each play a vital role in getting Bravo™ apples into kitchens, fruit bowls and lunchboxes across the country. Fruit West strives to ensure that consumers become repeat customers and Bravo™ apple champions. There is no better advertising than positive word of mouth referrals. Our work as a growers’ co-operative is ongoing. We continue to learn more and more about the characteristics of the variety and what makes it an apple LIKE NO OTHER™. As knowledge grows, so too will confidence: for growers, in their ability to produce fruit of consistently high standards, and for consumers, in being able to enjoy an exceptional eating experience with each bite.
Interim Chairman
Fruit West Co-operative
Ltd
Start of 2021 Season
For lovers of Bravo™ apples, the 2021 harvest is expected to commence in early April. New season Bravo™ apples are anticipated to be on retail shelves in Australia towards the end of April. Look out for them at your local retailer. This year is expected to be particularly good in terms of fruit size, colour and overall quality as a result of the improved conditions reported by most of our growers.Change in Office Details
The Fruit West registered office and some contact details have changed. Details of the changes are available on our Contact Page2021 Quality Specifications
For growers and packhouses, the approved 2021 Quality Specifications for ANABP 01 fruit are available here.
