The export of Western Australian-bred Soluna™ apples is experiencing consistent growth each year, with test plantings now underway in international markets. The ANABP 01 variety, known domestically as Bravo®, is characterized by its burgundy color and is typically exported from April to December, depending on seasonal conditions. WA Farm Direct Executive Manager Rebecca Blackman noted that the peak season for these apples is currently underway.
The Soluna™ apple’s popularity overseas is attributed to its unique features, including its color, health benefits, and its slow browning rate, which align well with consumer preferences in various markets. These apples are shipped to countries such as Singapore, Malaysia, Indonesia, Oman, the UAE, Saudi Arabia, and the Philippines, with Hong Kong and Thailand emerging as significant growth markets in recent years.
Blackman mentioned that the success of exports can be linked to targeted marketing strategies implemented in each market. Collaborative marketing activities with importers have been designed to resonate with local consumers. In Hong Kong, for instance, promotional efforts have included activities related to the Mid-Autumn Festival, advertising on public transport, and sampling in retail locations. Thailand has also seen promotional events in supermarkets, enhancing visibility for Soluna™ apples.
Despite facing production challenges due to recent extreme heat, which impacted apple yields across the board, WA Farm Direct has managed to maintain a stable supply by utilizing fruit from the eastern states. Looking ahead, the company anticipates a 10-15% increase in production as younger trees mature and conditions normalize.
Demand for Bravo® apples in Australia has also risen this year, resulting in a 30% overall increase in sales across supermarkets and independent retailers. WA Farm Direct supplies Bravo® in Australia, while international commercialization of Soluna™ is managed by Topstar Alliance.
In July, a meeting of the Soluna™ European Technical Group took place, involving 26 participants from seven countries. The meeting focused on international commercialization trials led by Technical Coordinator Julien Delavaud, covering a range of topics such as water stress trials, climate protection treatments, and sensory analysis.
With the current growth trajectory, the exports of Soluna™ apples could potentially surpass the total volume of all apple varieties exported from Australia within the next 2-3 seasons. The long-term goal is to achieve 70% export of the crop by 2044.
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