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
Harvesting and marketing of the 2021 season Bravo™ apple is expected to get under way in early April. Consumers will soon be able to enjoy a fantastic eating experience once again 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. After a year of hard toil everything culminates with important decisions around when and how best to pick the crop. An increasing number of consumers also await the new Bravo™ apple season with eager anticipation, knowing that they will soon be eating what has been voted the best tasting apple in Australia. Since release of the variety for commercial production, Fruit West has been very active in supporting growers at the orchard level. We are pleased to advise that a Composite grade will be marketed this year. We also strive to ensure that consumers become repeat customers and Bravo™ apple champions. There is no better advertising than positive word of mouth referrals. Brand is about reputation, reliability and customer satisfaction. Customer satisfaction drives what we do. Fruit West’s role in overseeing its licensees in the supply chain is to ensure everyone involved with the Bravo™ apple is committed to maintaining the highest standards so that each apple reaches consumers in the best condition possible. Our work as a 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 the Bravo™ brand is known, scores highly on the reputation chart, is reliable and consistently meets customer expectations.
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.2021 Quality Specifications
For growers and packhouses, the approved 2021 Quality Specifications for ANABP 01 fruit are available here.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. 2021
A Message from our Chairman
Harvesting and marketing of the 2021 season Bravo™ apple is expected to get under way in early April. Consumers will soon be able to enjoy a fantastic eating experience once again 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. After a year of hard toil everything culminates with important decisions around when and how best to pick the crop. An increasing number of consumers also await the new Bravo™ apple season with eager anticipation, knowing that they will soon be eating what has been voted the best tasting apple in Australia. Since release of the variety for commercial production, Fruit West has been very active in supporting growers at the orchard level. We are pleased to advise that a Composite grade will be marketed this year. We also strive to ensure that consumers become repeat customers and Bravo™ apple champions. There is no better advertising than positive word of mouth referrals. Brand is about reputation, reliability and customer satisfaction. Customer satisfaction drives what we do. Fruit West’s role in overseeing its licensees in the supply chain is to ensure everyone involved with the Bravo™ apple is committed to maintaining the highest standards so that each apple reaches consumers in the best condition possible. Our work as a 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 the Bravo™ brand is known, scores highly on the reputation chart, is reliable and consistently meets customer expectations.
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.2021 Quality Specifications
For growers and packhouses, the approved 2021 Quality Specifications for ANABP 01 fruit are available here.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
