Premium programme unites multiple climate-resilient varieties under one brand
VentureFruit has launched Adore apples, a new global premium apple programme bringing together a family of climate-resilient varieties.
Unveiled today at Fruit Attraction in Madrid, Adore is the latest commercial development from the Hot Climate Partnership, a long-term international initiative breeding high-quality apples and pears for resilience in hot and warming climates. The new programme will initially launch with ‘HOT03A1’ alongside a second complementary variety that harvests four to six weeks earlier, with further varieties in development to broaden production and supply opportunities.
Under the global Adore brand, licensees will be able to select the variety or combination of varieties best suited to their region and market. Territory partners will retain autonomy to grow, pack, market, distribute and sell fruit within their licensed region, while benefiting from consistent brand investment, programme expertise and the scale of a global peer-to-peer network.
Morgan Rogers, VentureFruit general manager, said Adore responds to the global opportunity for premium apple growth, while also supporting resilience to climate change for growers.
“The global premium apple category is growing rapidly, creating a real opportunity for growers and investors, however at the same time, global temperatures continue to rise,” Rogers said. “Growers need varieties that can deliver strong orchard and commercial performance as climates, growing conditions and markets change.”
He added that the Adore programme brings together a suite of climate-resilient genetics, a premium consumer proposition and a global commercial framework designed to support sustained growth.
“By offering complementary varieties through one programme, partners have greater choice in how they build supply for their region, conditions and market, as well as consolidating effort and investment under one global brand,” Rogers said. “That adaptability can help strengthen orchard performance and give growers confidence when making long-term investment decisions.”
Adore apples draw on more than two decades of breeding and scientific development through the Hot Climate Partnership, which brings together The Catalan Institute of Agrifood Research and Technology (IRTA), New Zealand’s Bioeconomy Science Institute (BSI), FruitFutur and VentureFruit. Together, the partners contribute expertise spanning breeding, agronomic evaluation, consumer research and commercialisation, with VentureFruit responsible for bringing varieties developed through the partnership to market.
“The launch of Adore is a significant milestone for the Hot Climate Partnership and another demonstration of what long-term breeding science can deliver,” said Emma Brown, BSI general manager plant varieties. “Our team are incredibly proud to have played a part in develop apples that thrive in warming climates and that consumers love.”
The initial Adore varieties have undergone extensive agronomic evaluation and consumer sensory research in Spain, Germany, France, Italy and Hong Kong. According to VentureFruit, results showed strong overall liking against industry benchmarks and a consistent brand experience across appearance, flavour and texture.
“We tested the positioning, name and visual execution across markets, and the response was overwhelmingly positive and consistent,” said Rogers “That gives us and our partners confidence they are investing in a distinctive apple brand consumers will seek out and keep coming back to.”
VentureFruit described the red apples as “radiant” with a balanced eating experience. “Sweet and fruity rather than sugary, fresh rather than tart, with a juicy, crunchy texture,” it said.
The Adore apple programme enters the market with momentum, with 120ha already licensed in Catalonia through FruitFutur and early interest from broader European partners, South America and South Africa.
“As one of the first regions to progress the varieties commercially, Catalonia’s fruit research and production ecosystem has played an important role in their development and transfer to market,” said Eva Ogué, head of the Technology Transfer Office at IRTA.
VentureFruit said the programme will be developed progressively, beginning in regions where the varieties offer the strongest commercial and horticultural fit. It added that global plantings will be managed to align supply with demand, protect the varieties and brand and support licensees with agronomic expertise in key regions.
Adore builds on the Hot Climate Partnership’s existing commercial portfolio, which includes Tutti apples and Stellar apple trees.
Licences are now open to growers and fresh produce marketers.
