Freshmax has entered into a formal agreement with Provedo to import, test and commercialise the Provedo varieties in Australia. This process has included the engagement of Little Tree Company (Andrew and Claire Routley) in Katunga, Victoria, as the nursery partner for the program. “We think that consumers both domestically and in export markets will appreciate the flavour profile of the varieties developed by Provedo,” says Andrew Maughan, IP Management & Commercialisation – Freshmax, “We are delighted to be working with Andrew and Claire at Little Tree Company to make this all possible.”
As the Nursery Partner, Little Tree Company will also assist in the evaluation process of the different potential varieties. “The varieties will be tested extensively in the key growing regions in Australia,” says Andrew Routley. Freshmax also expects the chosen varieties to be extensively tested and planted on the 130 hectares it owns in Swan Hill.
Provedo is a global leader in horticulture plants production, producing over 4 million grape vines, olive and fruit trees annually. The company, founded in Logroño, Spain in 1926 by Pedro Provedo de Miguel, is currently managed by Javier and Ignacio Provedo, both agricultural engineers.
In the mid-nineties, a team of researchers and specialists in genetic improvement from Provedo set the goal of achieving the best flavour that stonefruit could offer by developing a programme of controlled hybridization. “In the past, value was given to the fruit being aesthetically attractive, but diverse market studies tell us that this trend has changed and now flavour is the most important,” affirms Javier Provedo. This programme is aimed at finding new varieties of peach, nectarine, flat peach, Japanese plum and apricot, as well as creating exciting interspecifics. Provedo’s varieties are extensively grown in Spain & across the EU, with their material also being tested in the USA, South Africa, South America and now Australia.
“We have an extensive and detailed database of information on each of our varieties that will greatly help us to select the most suitable varieties and time slots for the Australian market,” says Javier. “For many years now, our nurseries have been developing a programme of controlled hybridisations to improve their products and obtain varieties which adapt best to a wider variety of market demands.”
The greatest achievement to date of the Provedo hybridisation program has been a crunchy, very firm, sweet, juicy fleshed peach, nectarine, and flat peach; all with a long post-harvest life. The fruits mature slowly, which means they can be consumed with a pleasant texture over a long period of time. Their flesh is resistant to oxidation and therefore very appropriate for the pre-prepared range. These varieties are patented and marketed under the common denominator EXTREME®.
“We have been looking at their varieties for several years and see great potential in the material for our market and the important Asian export market,” says Andrew Maughan, “The Extreme® branded varieties offer a new and exciting flavour profile that our market is yet to experience.”
The principle characteristics of the Extreme® varieties are:
• Excellent taste and low acidity
• Firm, crunchy and juicy flesh with long life in the tree and after harvest
• Excellent qualities for fresh cuts with its flesh oxidity resistance
“This is a fruit concept designed to satisfy the most demanding of palates. They are aromatic and very juicy, but also crunchy and sweet," says Javier Provedo. They are also aimed at the global stage, as their long post-harvest life means they can travel long distances whilst maintaining their taste and textural features.
“This is an exciting time for the stonefruit industry in Australia, given the recent opening of the Chinese market. It will be imperative that Australian growers produce varieties with the desired attributes and flavour profile for the Chinese market. The Provedo program looks to offer some exciting material that we believe will be greatly appreciated by Asian consumers” says Patricia Bowlby, Export Manager, Freshmax - Australia.
“Stonefruit is an important core category for Freshmax and we believe that investment into the Provedo program will prove to be a significant cornerstone in our long term strategy for the category” says Dan Reeves, CEO, Freshmax - Australia.
or more information:
Matthew Crouch
Freshmax Pty Ltd
Direct: +61 3 9688 5521
Fax: +61 3 9688 5501
Mob: +61 488 115 610
Email: mcrouch@freshmax.com.au
www.freshmax.com.au
As the Nursery Partner, Little Tree Company will also assist in the evaluation process of the different potential varieties. “The varieties will be tested extensively in the key growing regions in Australia,” says Andrew Routley. Freshmax also expects the chosen varieties to be extensively tested and planted on the 130 hectares it owns in Swan Hill.
Provedo is a global leader in horticulture plants production, producing over 4 million grape vines, olive and fruit trees annually. The company, founded in Logroño, Spain in 1926 by Pedro Provedo de Miguel, is currently managed by Javier and Ignacio Provedo, both agricultural engineers.
In the mid-nineties, a team of researchers and specialists in genetic improvement from Provedo set the goal of achieving the best flavour that stonefruit could offer by developing a programme of controlled hybridization. “In the past, value was given to the fruit being aesthetically attractive, but diverse market studies tell us that this trend has changed and now flavour is the most important,” affirms Javier Provedo. This programme is aimed at finding new varieties of peach, nectarine, flat peach, Japanese plum and apricot, as well as creating exciting interspecifics. Provedo’s varieties are extensively grown in Spain & across the EU, with their material also being tested in the USA, South Africa, South America and now Australia.
“We have an extensive and detailed database of information on each of our varieties that will greatly help us to select the most suitable varieties and time slots for the Australian market,” says Javier. “For many years now, our nurseries have been developing a programme of controlled hybridisations to improve their products and obtain varieties which adapt best to a wider variety of market demands.”
The greatest achievement to date of the Provedo hybridisation program has been a crunchy, very firm, sweet, juicy fleshed peach, nectarine, and flat peach; all with a long post-harvest life. The fruits mature slowly, which means they can be consumed with a pleasant texture over a long period of time. Their flesh is resistant to oxidation and therefore very appropriate for the pre-prepared range. These varieties are patented and marketed under the common denominator EXTREME®.
“We have been looking at their varieties for several years and see great potential in the material for our market and the important Asian export market,” says Andrew Maughan, “The Extreme® branded varieties offer a new and exciting flavour profile that our market is yet to experience.”
The principle characteristics of the Extreme® varieties are:
• Excellent taste and low acidity
• Firm, crunchy and juicy flesh with long life in the tree and after harvest
• Excellent qualities for fresh cuts with its flesh oxidity resistance
“This is a fruit concept designed to satisfy the most demanding of palates. They are aromatic and very juicy, but also crunchy and sweet," says Javier Provedo. They are also aimed at the global stage, as their long post-harvest life means they can travel long distances whilst maintaining their taste and textural features.
“This is an exciting time for the stonefruit industry in Australia, given the recent opening of the Chinese market. It will be imperative that Australian growers produce varieties with the desired attributes and flavour profile for the Chinese market. The Provedo program looks to offer some exciting material that we believe will be greatly appreciated by Asian consumers” says Patricia Bowlby, Export Manager, Freshmax - Australia.
“Stonefruit is an important core category for Freshmax and we believe that investment into the Provedo program will prove to be a significant cornerstone in our long term strategy for the category” says Dan Reeves, CEO, Freshmax - Australia.
or more information:
Matthew Crouch
Freshmax Pty Ltd
Direct: +61 3 9688 5521
Fax: +61 3 9688 5501
Mob: +61 488 115 610
Email: mcrouch@freshmax.com.au
www.freshmax.com.au