Feb 2, 2016

Multi-national joint venture launches global test for new EverCrisp apple

A joint venture agreement has been signed by the Midwest Apple Improvement Association (MAIA) and the International Pome Fruit Alliance (IPA) for the development of the apple variety MAIA1 under the trademark EverCrisp. This is the first exclusive worldwide variety and brand development venture for both parties, according to a news release.

The deal was struck at the annual general meeting of the IPA in Berlin, Germany on Feb. 1. It allows for the testing of the variety and upon success, represents the first step towards the establishment of a joint venture company to exclusively develop and market the EverCrisp brand worldwide, outside the USA, the organizations said.

EverCrisp is the apple of a new variety developed and released by the MAIA after more than a decade of crossbreeding, according to the news release. The variety, a cross of the Fuji and Honeycrisp cultivars, was cultivated and tested specifically for the climate and challenges faced by growers in the Midwest territory of the US, the news release said.

EverCrisp’s most prominent advantages are its appealing, sweet flavor profile and storability, while its suitability for markets across the globe gave rise to the joint venture agreement between the IPA and MAIA, according to the organizations.

IPA represents apple and pear growers, packers and marketers from the top production regions of New Zealand, Australia, South Africa, Chile, Europe and the US. The organization specializes in the procurement, testing and commercialization of new apple and pear varieties.

MAIA was established by producers from the eponymous apple production region of the U.S. to pursue the development of economically and culturally viable apple cultivars for its members.