It takes years to develop a new variety. Cosmic Crisp – the newest apple variety – was 20 years in the making and began at Washington State University under an experimental fruit-breeding program. It’s anticipated to edge out older fruit, such as the outdated red delicious. It’s a naturally bred variety, a cross between Enterprise and Honeycrisp. “We like to think that it took the best qualities of both apples,” explained Kathryn Grandy, director of marketing for Proprietary Variety Management. PVM was brought on to provide its experience in research and development, consumer focus and brand development for the Cosmic Crisp.
Huge interest from growers
In 2014 there were so many growers interested in taking this new fruit on, WSU had to choose through a draw system to make their choices more fair. 2017 is the first year of planting. Somewhere around 600,000+ trees were planted. For next year, Grandy says, there are about 5.5 million trees on order, which is almost the maximum number of trees they’re able to provide. “We anticipate the same going into 2019 as well.” Tree orders for 2019 already number in the millions.
Washington variety exclusive
It will remain a Washington exclusive for the next decade at least. “Growers have been generous in supporting the efforts of WSU and the breeding program. In return they’re given a 10-year exclusive deal to grow the apple,” said Grandy. There are plans, however to do some smaller globalization of the apple in the future years in other growing regions of the world. “But, it’s going to be a very strong Washington apple,” she stated. 35 growers within the state received trees this year. Some have chosen to plant on new ground, some are using existing acreage.
Commercial volume in 2019
The first commercial availability will be in the fall season of 2019, which will be the third leaf on the trees being planted this year. There will be much more volume anticipated in 2020 because of the subsequently planted trees next year. “It will really continue to ramp up after that,” said Grandy. Washington growers will be exporting to Canada, Mexico and Asia.
Meets consumer's changing tastes
This will impact sales of other varieties, what with consumer tastes changing. “Red Delicious was at one time one of the most popular but consumers are looking for sweet, crunchy and crisp.” With the volume available and only continuing to ramp up with commercial availability, Grandy says she has a feeling it may affect other varieties. “It’s sweet, tart, crispy, and juicy. It has a wonderful flavor.” The name itself was chosen by consumers through focus group testing to get feedback on the apple’s appearance, flavor and characteristics.
Excellent storing apple
She says it also stores amazingly well. “Its storability and volume should make it a 12-month a year apple. Some apples taste good but don’t store as well; they become flavorless or less juicy and mealy. This variety has proven it stores extremely well for the full season.”
Article by Rebecca Dumais, Fresh Plaza