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Fruit West Newsletter May 2018

Fruit West Co-operative limited publish a regular newsletter containing the latest news from the fruit growing industry. The free newsletter is available as a PDF, read it here

BRAVO™ Fruit Spec Workshop 2017

Over 25 WA ANABP 01 grower champions and 1 representative Victorian grower champion had the opportunity to discuss the BRAVO™ apple specifications and learnings about growing ANABP 01 variety at this event.  Participants were able inspect fruit samples in and out of specification in real time, witnessing the actual packing of  local ANABP 01 into BRAVO™ branded fruit. The main topics of discussion were looking at the colour, maturity and size specs along with identifying and recognising defects, sometimes hidden by the dark colour of the skin.  A process Jenny Mercer of WA Farm Direct (licenced marketer) says that is crucial to the 1st grade fruit  packout and the secret to the successful marketing and brand recognition  of the BRAVO™branded apple – Like no other™. Tree growing and picking techniques to maximise crop load and colour were also discussed including, thinning, select picking and harvest dates to maximise the colour and brix development.  Applications of sunburn protectant treatments and the issues around that practise and the effect of netting were also examined. This was a wonderful opportunity for growers to share experiences about the variety and its characteristics.  It was also a chance to hear the progress of the BRAVO™ brand with updates on promotions and marketing activities. The take home message – there is real value for all stakeholders to champion and work together, sharing information being true to the brand values at all times. To continue to relationship building, more workshops will be scheduled across the country so that the Fruit West Cooperative Ltd and WA Farm Direct can continue to assist ANABP 01 growers and stakeholders with outcomes.
29 June 17 29 Sept 17

Asia Fruit Logistica 6 - 8 September 2017 Hong Kong.

BRAVO™ branded apple was introduced to the world earlier this month. The BRAVO™ team joined HIA Taste Australia exhibition and as expected  BRAVO™ was a star attraction and did not disappoint .  The branded apple  delighted the audience, consistently described as ‘very special’.  Nobody could go past the bright BRAVO™ blue display without a taste.  With its distinctive colour, sweet full flavour complexity and newly released health benefit findings – this fresh new Australian product was talk of the town. See Link Here
20 Sept 17

HIA Funded Aussie Apple Pavilion Feature

As part of the HIA funded Aussie Apple Pavilion the BRAVO™ apple was featured as the newest West Australian bred branded apple.  Show visitors were able to sample for the first time the new BRAVO™ apples and the opportunity to have explained the story behind this premium product.  Many of the estimated 15,000 people sampled the BRAVO™ apple over the 8 day show.  Armed with Apple Slinky machines, the apple team also managed to swirl and twirl their way through over 2000 BRAVO™ apples whilst chatting to show goers about the uniqueness of the ANABP 01 variety.   Product presentations and cooking demonstrations conducted by Nardia Stacy and Noelene Swain on the Talk through WA stage and the Taste WA stage throughout the show provided further opportunity to share the apple industry story.  BRAVO™ apples were served at the launch cocktail function and the apple also achieved good media coverage through print, video and social media.
16 Oct 17
New WA produced apple leaves for Singapore Hi AllWA BRAVO™ branded apples air freighted to Singapore for the first time as part of a trial consignment.  The apple, distinguishable for its rich burgundy colour, was bred by the Department of Primary Industries and Regional Development and has had strong uptake with more than 60 growers across Australia planting the variety. Thanks to Fruit West Co- operative Ltd and the Grower Group Grants for supporting this export development.   Watch:  7NEWS Report by  Rory Campbell 
18 Sept 17

Expressions of Interest – ANABP01 Packing License

The Board of Fruit West Co-operative Ltd (Fruit West) and WA Farm Direct Pty Ltd are seeking expressions of interest from packing and distribution facilities throughout Australia to hold a license to store, grade and pack ANABP01 fruit in the 2018 season. The Bravo™ Apple has had a remarkable introduction and continues to grow in awareness and popularity around the world.  It brings with it the opportunity to challenge our thinking in the apple category and a rare chance to influence the long-term sustainability of Australian apple growers. Find out more …
18 Jan 18
Liana Walsh’s family of five have enjoyed a genuinely amazing holiday to the Southern Forests region in Western Australia after winning BRAVO™’s Bite Your BRAVO™ photo competition in 2017. Read More…

Video from TodayTonight

Find out from this short video, what WA researchers have discovered about the hidden benefits of eating apple skin. https://www.facebook.com/TodayTonight/videos/1725215470851235/ 
4 May 18 4 May 18
We have this week finished the 2018 Bravo™ Apple harvest, with 2260 bins of ANABP01 picked this season. The actual harvest is close to the crop estimates provided earlier in the season. In our first week we have packed 6% of the harvested fruit. Read the full WA Farm Direct Newsletter: Newsletter May 2018

News Flash – announcing the new

'Sambassador' for BRAVO™ - Samantha Kerr

Westfield Matilda's, Perth Glory and Chicago Red striker, Samantha Kerr has just been announced as the Ambassador role for Australia's new apple, the BRAVO™ Branded Apple. Fruit West Co-operative and WA Farm Direct are are thrilled to have Sam on board as Ambassador.  As an elite athlete Sam values nutrition and sustenance and the Bravo™ apple provides Australian's with just that. Partnering with a global athlete like Sam is extremely exciting and together, we look forward to engaging local Australian communities and letting them experience the unique benefits of Bravo™ apples. Read our Newsletter Update for May 2018
14 May 18
© Copyright Fruit West Co-operative Ltd. 2016

News

Fruit West Newsletter May

2018

Fruit West Co-operative limited publish a regular newsletter containing the latest news from the fruit growing industry. The free newsletter is available as a PDF, read it here

ANABP 01/ BRAVO ™ Field Day a hit!

Over ten grower champions and many stakeholders attended the recent ANABP 01/BRAVO(tm) Field Day on 10 April in Manjimup.  Brand and Marketing strategies were discussed along with a expert panel discussion about the growing of the variety, maturity and picking advice.  The event then adjourned to Trevor Fontanini;s Orchard, Casuarina Valley Orchard and Newton Orchards where exceptional coloured apples were observed on the tree just prior to pick and growers shared knowledge and excitement of the possibilities of the variety.

ANABP 01/ BRAVO ™ First Pick!

BRAVO ™ Longtable Dinner Launch

Industry heavy weights gathered May 9th for the 2017 launch of BRAVO™, the apple that is truly LIKE NO OTHERTM. Top Perth chef’s, retailers, media and social commentators joined Agriculture and Food Minister Alannah MacTiernan and horticulture industry leaders for the launch of the 2017 BRAVO™  apple season at the Perth City Farm.  The event was sponsored by WA Farm Direct. The apple, over two decades in the making, is an exciting new choice for Australian consumers. The launch provided the perfect opportunity to showcase the striking burgundy apple, currently available in independent retailers and Woolworths stores in WA. The launch also kicked off the #BiteYourBravo photography competition to be run through social media (@bravoapples on Instagram and @bravoapplesofficial on Facebook) with the winner to receive a weekend getaway in the heart of apple country at Foragers in Pemberton. Guests were served a menu created by renowned chef and local food champion Sophie Zalokar, with BRAVO™ apples featured in every course. Sophie drew attention to BRAVO™ apple’s sweetness and fresh aroma that she likens to the earthy smell of rain on dry earth. The apple also has hints of woody, Christmas spice and red wine flavours. “BRAVO™  is so striking in its appearance and the good news is that it excels in the flavour department as well,” said Sophie.  Fruit West Executive Officer Nardia Stacy said “Commercial production of BRAVO™  will increase every year allowing the introduction of this very impressive apple into many more retail outlets.” “We want to educate retailers and apple eaters about the special qualities of BRAVO™, from its visual appeal to its refreshing flavour, so that they can help spread the word,” she added. Jenny Mercer, Managing Director of WA Farm Direct, and the national supplier of the BRAVO™ apple, said “we’re really hopeful that BRAVO™ will be a turning point for Australian orchardists who have been doing it really tough for a long time.  BRAVO™ is only grown in Australia and because it’s so unique the export demand has been strong.  If we can start the process of helping orchards become sustainable again, it does a lot to increase jobs in rural Australia and bring some much needed investment back into our rural communities. This could really be the start of a brand new industry, which will benefit all Australians.” Colin Griffin Buyer for The Boatshed Market commented “Celebrating years of tireless work put into the development of this unique variety – a world first – was the culmination of a dedicated program from Fruit West Co-operative Ltd to showcase BRAVO™  on the National and International stage. Attendees at the dinner were proud to be charged as champions of the BRAVO™ apple.”  The apple was bred by the Department of Agriculture and Food as part of a program supported by the State Government and industry.

BRAVO™ Fruit Spec Workshop 2017

Over 25 WA ANABP 01 grower champions and 1 representative Victorian grower champion had the opportunity to discuss the BRAVO™ apple specifications and learnings about growing ANABP 01 variety at this event.  Participants were able inspect fruit samples in and out of specification in real time, witnessing the actual packing of  local ANABP 01 into BRAVO™ branded fruit. The main topics of discussion were looking at the colour, maturity and size specs along with identifying and recognising defects, sometimes hidden by the dark colour of the skin.  A process Jenny Mercer of WA Farm Direct (licenced marketer) says that is crucial to the 1st grade fruit  packout and the secret to the successful marketing and brand recognition  of the BRAVO™branded apple – Like no other™. Tree growing and picking techniques to maximise crop load and colour were also discussed including, thinning, select picking and harvest dates to maximise the colour and brix development.  Applications of sunburn protectant treatments and the issues around that practise and the effect of netting were also examined. This was a wonderful opportunity for growers to share experiences about the variety and its characteristics.  It was also a chance to hear the progress of the BRAVO™ brand with updates on promotions and marketing activities. The take home message – there is real value for all stakeholders to champion and work together, sharing information being true to the brand values at all times. To continue to relationship building, more workshops will be scheduled across the country so that the Fruit West Cooperative Ltd and WA Farm Direct can continue to assist ANABP 01 growers and stakeholders with outcomes.
TEAM BRAVO™ATTENDED HORT CONNECTIONS Over ten Team BRAVO™ were  present at the recent Hort Connections 2017, 15 - 17 in Adelaide, to promote the BRAVO™  apple. The trademarked BRAVO™ apple was very well received especially during the trade show - thanks to Visy for championing the BRAVO™  apple at this event.increasing army of BRAVO ™  'champions'.

Asia Fruit Logistica 6 - 8 September 2017 Hong Kong.

BRAVO™ branded apple was introduced to the world earlier this month. The BRAVO™ team joined HIA Taste Australia exhibition and as expected  BRAVO™ was a star attraction and did not disappoint .  The branded apple  delighted the audience, consistently described as ‘very special’.  Nobody could go past the bright BRAVO™ blue display without a taste.  With its distinctive colour, sweet full flavour complexity and newly released health benefit findings – this fresh new Australian product was talk of the town. See Link Here

HIA Funded Aussie Apple Pavilion Feature

As part of the HIA funded Aussie Apple Pavilion the BRAVO™ apple was featured as the newest West Australian bred branded apple.  Show visitors were able to sample for the first time the new BRAVO™ apples and the opportunity to have explained the story behind this premium product.  Many of the estimated 15,000 people sampled the BRAVO™ apple over the 8 day show.  Armed with Apple Slinky machines, the apple team also managed to swirl and twirl their way through over 2000 BRAVO™ apples whilst chatting to show goers about the uniqueness of the ANABP 01 variety.   Product presentations and cooking demonstrations conducted by Nardia Stacy and Noelene Swain on the Talk through WA stage and the Taste WA stage throughout the show provided further opportunity to share the apple industry story.  BRAVO™ apples were served at the launch cocktail function and the apple also achieved good media coverage through print, video and social media.
Liana Walsh’s family of five have enjoyed a genuinely amazing holiday to the Southern Forests region in Western Australia after winning BRAVO™’s Bite Your BRAVO™ photo competition in 2017. Read More…

Video from TodayTonight

Find out from this short video, what WA researchers have discovered about the hidden benefits of eating apple skin. https://www.facebook.com/TodayTonight/videos/172 5215470851235/ 
We have this week finished the 2018 Bravo™ Apple harvest, with 2260 bins of ANABP01 picked this season. The actual harvest is close to the crop estimates provided earlier in the season. In our first week we have packed 6% of the harvested fruit. Read the full WA Farm Direct Newsletter: Newsletter May 2018

News Flash – announcing the new 'Sambassador'

for BRAVO™ - Samantha Kerr

Westfield Matilda's, Perth Glory and Chicago Red striker, Samantha Kerr has just been announced as the Ambassador role for Australia's new apple, the BRAVO™ Branded Apple. Fruit West Co-operative and WA Farm Direct are are thrilled to have Sam on board as Ambassador.  As an elite athlete Sam values nutrition and sustenance and the Bravo™ apple provides Australian's with just that. Partnering with a global athlete like Sam is extremely exciting and together, we look forward to engaging local Australian communities and letting them experience the unique benefits of Bravo™ apples. Read our Newsletter Update for May 2018