Early Pink Lady® game changer for growers and retail

With the look and flavor identical to the ‘standard’ Pink Lady® brand apple, this early sister is wearing the Pink Lady® Trademark with several important differences. The standard Pink Lady® sometimes requires brief storage time for its sugars and acid to balance. The early Pink Lady® is ready for market right away. Actually, right off the tree! The maturity difference of 3 to 4 weeks will make this sister available to growing areas where never before has the apple matured.

“This first of its kind branded apple is already a grower favorite because of the returns and popularity among consumers. With the addition of the early selection of the Pink Lady® brand apple, the harvest season will be extended. Consumers will be happy with the early addition of locally grown fruit on the supermarket shelves.” says Lynnell Brandt, president of Brandt’s Fruit Trees Inc. in Yakima, Washington.
“Consumers will see instantly that being early hasn’t changed the quality of this apple. It measures up to the unique and market-proven flavor, crisp texture and a one-of-a-kind pink color,” Brandt says. “The major difference comes in its average harvest date which is as much as three to four weeks earlier.”

“Maintaining a place on the supermarket shelf is very important. This earlier selection of Pink Lady® Brand apple is a vital step in reaching that goal,” Brandt says. “When put together with new storage techniques for standard Pink Lady® brand and fruit from important markets such as Chile and New Zealand, that goal is now within reach.”

This earlier picking apple is also critical to growers. Historically, the standard Pink Lady® brand apple has been the last apple crop harvested in Washington State. Being picked in late October/early November has at times proven to be somewhat risky due to frost. In 2002 and 2005 the growers suffered significant losses due to freezing temperatures. This early selection will create a less stressful time for the growers of this branded apple.

“There’s also a very real possibility this earlier maturing apple will allow for an increase in the number of the areas where it can be grown. The Pink Lady® brand apple has had a self imposed growing area due to the lateness of its maturity. With this early selection, there will be a number of locations where growers can now plant and harvest the Pink Lady® brand where they were unable before.”

For more information:
Lynnell Brandt
Brandts Fruit Trees
Tel: +1 509-728-2518
Email:Lynnell@brandtsfruittrees.com

Publication date: Fri 4 Oct 2013