As says the branded apple is a “catalyst for market growth”
One Australia’s largest vertically integrated fresh produce businesses, Redland, has partnered with Tasmania-based Reeve Farms to grow and export Dazzle apples.
The mid-season maturing apple was developed by Plant and Food Research in New Zealand and is exclusively grown in Australia by Redland.
“The Redland team is great; they visit my farm in Tasmania at least once a year to see how everything is going,” Reeve said of the experience. “They keep me updated on every step, from packing to export.”
Redland said in a release that the emergence of Dazzle signals and opportunity to reshape the domestic market and unlock significant export value.
“Our domestic apple market is worth over A$680mn annually. It’s well-served by legacy favourites like Pink Lady, Gala, and Granny Smith but these categories are increasingly mature,” the company said. “We’re seeing price compression and limited growth, even as consumers demand more innovation from the produce aisle.”
For Redland, Dazzle looks set to meet that demand.
“[Dazzle] is uniquely sweet with low acidity making a fragrant well-balanced eating apple,” said Jordan Bain Redland head of sales operations. “[It] has become a household name in key Asian markets thanks to the work and success of our kiwi friends, [and now] Australian growers are presented with the opportunity to focus on growing for export markets.”
With Reeve Farms’ first commercial crop of Dazzle finding success in the China market the Tasmanian grower is interested in expanding its current plantings.
“In the future, I want to plant some more Dazzle it’s a very easy apple to grow in Tasmania,” Reeve said. “It colours very well, and the trees just want to crop.”
Redland said Dazzle “allows growers to play further up the value chain”.
“With the right branding, supply chain execution, and export focus, growers can move beyond commodity pricing and into premium, consumer-driven markets,” the company said. “Dazzle is more than a new apple. It’s a catalyst for market growth, supply chain innovation, and global recognition of what Australian horticulture can deliver.”
Bain said the possibilities for the branded apple are endless.
“We’re excited by what’s ahead and at Redland, we’re backing this variety with everything we’ve got,” he said. “The future is bright. The future is Dazzle”
