The Fruit Australia Group has celebrated a successful debut for its Sunrise Magic apple variety, which delivered exceptional quality and storage performance despite challenging growing conditions marked by extreme heat and drought
This year marked a “major milestone” for the Fruit Australia Group with the debut of its first early volumes of Sunrise Magic apples, just three years after its first commercial plantings.
Despite it being ”one of the most challenging growing seasons in recent memory” – marked by extreme heat and widespread drought – the fruit exceeded all expectations, the group said.
Harvested in mid-March and packed in late September, Sunrise Magic has demonstrated “outstanding storage performance”, it said.
”Fruit quality remained exceptional, with firmness averaging 9.5 kg/cm² and Brix levels averaging 15 per cent — with some apples testing above 17 per cent,” Fruit Australia outlined.
”With a deeper understanding of the variety, we’re confident that a consistent Brix average of 17 per cent is an achievable target in the near future.”
Samples were featured on the N&A booth at Asia Fruit Logistica, where Sunrise Magic was met with an ”overwhelmingly positive response”, the group said, while back in Australia samples were distributed to major national retailers, where feedback was ”equally enthusiastic” — particularly for the apple’s flavour and crisp texture.
A soft launch began in late September through wholesale markets in New South Wales and Victoria, where premium retailers responded positively to the fruit.
Although 2025 volumes were modest at just 40 tonnes, strong repeat sales have already signalled ”significant market potential”.
Growers within the Fruit Australia Group are optimistic about what Sunrise Magic offers to Australian consumers.
“With its standout quality, strong consumer appeal, and excellent shelf-life, we believe Sunrise Magic has the potential to reinvigorate what many see as a maturing apple category,” said James Walters of Fruit Australia.
Fruit Australia is the exclusive Australian licensee for Sunrise Magic, a collaboration between three of Australia’s leading apple industry participants: Adelaide Hills Fresh, N&A Group, and 9 Mile Fresh.
