Australia's apple industry is assessing opportunities for growth as a new variety, the Dazzle apple, enters the market. Industry stakeholders see the variety as a potential addition to both domestic and export channels, offering an alternative to established varieties such as Pink Lady, Gala, and Granny Smith, which dominate a domestic market valued at over US$445 million annually.
While these long-standing varieties maintain strong consumer recognition, they are seen as mature categories with limited growth potential. According to industry sources, consumer demand for new options is prompting interest in alternative varieties.
© Dazzle Apple
Dazzle, developed for its deep red colour, firm texture, and sweet flavour, is reported to have favourable agronomic traits including high yields, colour development, and storage performance. Growers note that the variety's consistency and scalability could position it for premium retail presentation and brand development.
In Tasmania, grower Blake Reeve has partnered with Redland for the first commercial crop, which will be exported to China. "In the future, I want to plant some more Dazzle; it's a very easy apple to grow in Tasmania. It colours very well, and the trees just want to crop," Reeve said.
Industry participants believe that new varieties such as Dazzle could enable growers to target higher-value market segments if supported by effective branding, supply chain management, and export strategies. Redland maintains that regular grower engagement is part of their approach. "They visit my farm in Tasmania at least once a year to see how everything is going. They keep me updated on every step, from packing to export," Reeve added.
"We're excited by what's ahead, and at Redland, we're backing this variety with everything we've got," said Jordan Bain, head of sales operations at Redland.
© Redland FruitFor more information:
Alison Donnellan
Redland Fruit
Email: [email protected]
www.redlandfruit.com.au
