Prevar Limited announced yesterday it has licensed the marketing rights for a new apple cultivar, with the development name PremA96, to New Zealand firm Havelock North Fruit Company.
The apple was bred by New Zealand research and development company Plant & Food Research, well known for their apple and pear breeding programme.
The apple is predominantly block red in colour with superb sweet flavour, and has been trademarked ‘Rockit', Prevar said in a media release.
Company managing director Phil Alison believes the new apple will have wide consumer appeal due to its outstanding appearance and sweet flavour.
"This apple is characteristically smaller than other established varieties and that, combined with its distinctive appearance, will help differentiate it in the market place. We are excited about the niche market opportunities that are available and the very positive consumer feedback we've received to date," said Mr Alison.
"When Prevar requested commercialisation expressions of interest in this selection, the Havelock North Fruit Company put forward some innovative marketing ideas for the children's, foodservice, gifting and corporate market segments as an exciting new convenient apple" said Prevar CEO Dr Brett Ennis.
The apples are expected to be on New Zealand supermarket shelves this season, and will be available for export in limited quantities.
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