Just three years after its first commercial plantings, 2025 marked a major milestone for the Fruit Australia Group with the debut of the first early volumes of Sunrise Magic® apples. Despite one of the most challenging growing seasons in recent memory—marked by extreme heat and widespread drought—the fruit has exceeded expectations.
Harvested in mid-March and packed in late September, Sunrise Magic has demonstrated strong storage performance. Fruit quality remained exceptional, with firmness averaging 9.5 kg/cm² and Brix levels averaging 15 percent—with some apples testing above 17 percent. With a deeper understanding of the variety, there's confidence that a consistent Brix average of 17 percent is an achievable target in the near future.
© Proprietary Variety ManagementSunrise Magic apples in markets for soft launch.
Samples were featured on the N&A booth at Asia Fruit Logistica, where the apple was met with a positive response. Visitors praised its vibrant appearance and excellent eating qualities, with many returning repeatedly over the three-day event for another taste. Texture and sweetness were frequently cited as standout attributes that resonated strongly with potential customers from across the region.
Back in Australia, samples were distributed to major national retailers, where feedback was equally enthusiastic—particularly for the apple's flavor and crisp texture. A soft launch began in late September through wholesale markets in New South Wales and Victoria, where premium retailers responded positively.
© Proprietary Variety ManagementSunrise Magic on display at N&A Group's booth at Asia Fruit Logistica.
Although 2025 volumes were modest at just 40 tonnes, strong repeat sales have already signaled significant market potential. Growers within the Fruit Australia Group are optimistic about what Sunrise Magic offers to Australian consumers.
"With its standout quality, strong consumer appeal, and excellent shelf life, we believe Sunrise Magic has the potential to reinvigorate what many see as a maturing apple category," said James Walters of Fruit Australia.
Fruit Australia is the exclusive Australian licensee for Sunrise Magic—a collaboration between three of Australia's leading apple industry participants: Adelaide Hills Fresh, N&A Group, and 9 Mile Fresh.
For more information:
Sarah Fritz
Proprietary Variety Management
[email protected]
https://provarmanagement.com/
