"Stemilt introduces new "Rave" apple variety"
Rave is the brand name for the apple cultivar MN55, which is a cross between Honeycrisp and an unreleased variety called MonArk. It was first developed through natural cross-pollination 20 years ago by David Bedford as part of the apple breeding program at the University of Minnesota. Bedford is also the breeder behind the popular Honeycrisp and its successor, SweeTango apples.
Last fall, the University of Minnesota chose Rave as the brand name for the apple and Stemilt then designed a logo, PLU sticker and packaging ahead of the apple’s introductory year. The company played off people’s common use of the word rave to praise things they like and messaging “the apple you’ll rave about,” utilized bold colors to attract shoppers to the brand and created #RaveApples to promote social buzz.
“Although volumes are limited in this launch season, we are excited to get these into shoppers’ hands and hear what they think,” Brianna Shales, Stemilt communications manager.
source: groceryheadquarters.com
