If you have ever come across a beautifully branded apple in the supermarket and wondered who controls the rights to grow it, you are already thinking about variety licensing. The world of apple varieties is more structured than most people realise, and understanding how licensing works can open real opportunities for growers, packers, and retailers alike. Feel free to get in touch with us if you want to learn more about how we work with partners around the world.
At Better3Fruit, we run one of the most innovative and largest apple and pear breeding programmes in the world. With over 30,000 new variety selections under evaluation at any given time, we develop apple varieties with a clear focus on taste, texture, disease tolerance, and grower yield. A natural question that arises from this work is: who can actually access these varieties, and how does the licensing process work?
Can anyone apply for an apple variety licence?
In principle, yes. Anyone worldwide can apply for a licence for a Better3Fruit variety. We have no preferred partners and grant no prior rights to our varieties, which means growers, nurseries, cooperatives, and commercial fruit businesses from any country are welcome to apply. Eligibility is open, but approval depends on the variety, the market, and the strategic fit.
This openness is a deliberate part of how we operate as an independent, privately funded company. Because we are funded by variety royalties rather than investors or institutional shareholders, we have the freedom to choose partners based purely on what is best for each variety and its long-term market success. There is no pressure to favour one region or one type of business over another.
What does the application process involve?
Applying for a licence typically starts with a conversation. We want to understand who you are, which market you operate in, and what your ambitions are for the variety. From there, we assess whether there is room in the existing licensing structure for the variety you are interested in and whether your profile aligns with the variety’s development strategy.
Some of our varieties are managed through coordinated marketing programmes, which means the number of licences in a given region may be limited to maintain quality standards and supply–demand balance. This is not a barrier designed to exclude applicants. It is a structure designed to protect the value of the variety for everyone involved, including existing licensees and end consumers.
Are there different types of licences available?
Yes. Licensing arrangements can vary depending on the variety, the territory, and the role you play in the supply chain. A nursery licence allows the propagation and sale of plant material, while a grower licence permits cultivation and harvest. Some arrangements cover multiple stages of the chain, and in certain cases, a variety may be managed under a club structure that brings together growers, packers, and marketers under a shared brand and quality framework.
We encourage you to explore our current variety portfolio to get a sense of which apple varieties are available and what stage of commercial development they are at. Varieties that are still in early rollout may offer more flexibility in licensing, while established club varieties may already have more clearly defined structures in place.
What is a club variety, and how does licensing work?
A club variety is an apple variety whose production and marketing are controlled through a closed or semi-closed licensing system. Only approved growers, packers, and distributors within the club can produce and sell the variety. This structure allows for consistent quality control, coordinated supply, and strong brand development across markets.
Club varieties have become one of the most successful models in the fresh fruit industry over the past two decades. Rather than releasing a variety openly and allowing anyone to grow it without oversight, a club model brings together a selected group of partners who all commit to the same standards. The result is a product that consumers can trust to deliver a consistent experience every time they buy it.
Why do club varieties tend to perform better commercially?
The commercial strength of a club variety comes from coordination. When growers, packers, and retailers all operate under the same quality guidelines and brand identity, the variety builds recognition and loyalty among consumers. This is exactly what happened with Kanzi®, our flagship apple variety, which became one of the most successful club cultivars of the past decade precisely because of this coordinated approach.
Without a club structure, a popular variety can quickly become inconsistent in the marketplace. Different growers produce fruit of varying quality, packaging differs, and the brand message becomes diluted. A club model prevents this by aligning everyone in the chain around shared goals and shared standards.
How does licensing work within a club variety structure?
Within a club variety, licensing typically works in layers. We hold the intellectual property rights to the variety and issue licences to a lead organisation or marketing partner, which then manages sublicences within its territory. This partner is responsible for quality control, brand management, and ensuring that supply meets demand in an organised way.
We are selective about who we choose as a lead partner for each club variety because this relationship shapes the entire commercial trajectory of the apple. Our newer varieties, including the fast-emerging Morgana® and Giga®, follow this same principle. We look for partners who have the infrastructure, the market knowledge, and the commitment to build a brand properly over time.
If you are interested in exploring a licensing opportunity, whether for an established club variety or one of our newer selections, we would love to hear from you. Contact us to start the conversation and find out which apple varieties might be the right fit for your business.
This content was generated with the help of AI and it may contain mistakes