Aug 16, 2017

EverCrisp apple receives PLU approval

The MAIA-1 apple variety – marketed as EverCrisp – received its PLU approval from the International Federation for Produce Standards (IFPS), and is broadening its marketing as it readies for expanded availability.

The blushed rosy red apple is the result of nearly two decades’ work by the Midwest Apple Improvement Association (MAIA).

EverCrisp will begin arriving late October. It became available in limited supply last year at growers’ farm stands primarily in the Midwest and Northeast. Today, it’s growing on MAIA-1 trees at 350 orchards in 32 states.

This year’s anticipated harvest will also place EverCrisp on select grocers’ shelves starting in November with the PLU code: 3490 APPLE, MAIA 1.

While EverCrisp is a managed variety, MAIA makes the MAIA-1 trees available to all growers in the U.S. who become members and sign licensing agreements.

The MAIA-1’s parentage are Honeycrisp and Fuji, and combines their flavor and juiciness, noted Bill Dodd, president and CEO of MAIA and owner of Hillcrest Orchards in Amherst, Ohio.

“The taste, the firmness, the loud crunch: EverCrisp is a full sensory experience that people crave,” said Dodd, who has 2,000 MAIA-1 trees on his farm. “Every distributor, retailer and consumer who samples EverCrisp becomes a fan. We think it has tremendous potential.”

“In addition, because of its late season arrival and durability, distributors will enjoy introducing the apple as most of the other new varieties are leaving the shelves, and just in time for the holidays,” Dodd added.

EverCrisp will also introduce new packaging with the tagline “EverCrisp is Ever Crave-able,” with additional marketing materials that tout its features under secondary taglines such as “EverCrisp is Ever Sweet,” “EverCrisp is Ever Juicy,” “EverCrisp is Ever Firm,” etc.

A new website and social channels launching later this month will connect consumers with the EverCrisp story online. And, MAIA will conduct a variety of outreach initiatives this fall to regional and national media and food bloggers to raise EverCrisp awareness and interest for this harvest season, as well as build a fan base for a 2018 season that is expected to be exponentially larger.