Every year, new apple varieties enter the market, promising better flavour, improved disease resistance, and stronger commercial potential. Whether you are a grower looking for your next orchard investment or a retailer scouting the next consumer favourite, staying informed about new releases matters. We are always happy to share what we are working on, so feel free to get in touch with us if you would like to learn more directly.
This article answers the most common questions growers, licensees, and fruit industry professionals ask about new apple variety releases—from what makes a variety worth launching to how you can secure a licence for your operation.
What apple varieties are being released this year?
New apple varieties entering commercial release this year span a range of eating profiles, from sweet and aromatic to crisp and tangy, with many programmes prioritising disease tolerance and climate resilience alongside taste. At Better3Fruit, our current commercial portfolio includes well-established names like Kanzi® alongside fast-emerging varieties such as Morgana® and Giga®, with further selections progressing through our pipeline.
Our breeding programme evaluates over 10,000 new selections every year, meaning the varieties reaching commercial release represent only the most exceptional performers after years of rigorous testing. Morgana® has been gaining strong traction in European markets for its distinctive flavour and visual appeal, while Giga® is attracting grower interest for its impressive fruit size and productivity. Releases vary by region and licensing partner, so availability depends on where in the world you operate. Checking the full variety portfolio gives you the most current picture of what is available for licensing.
What makes a new apple variety worth releasing?
A new apple variety is worth releasing when it consistently outperforms existing commercial varieties across multiple key traits, including taste, appearance, storability, disease tolerance, and grower yield. A variety that excels in only one area rarely justifies the investment required to bring it to market. The combination of consumer appeal and commercial viability is what separates a genuine release candidate from a promising seedling.
At Better3Fruit, our breeding goals target a broad set of traits simultaneously. Flavour and texture must satisfy consumer expectations, but a variety also needs to store well, produce reliably across different growing conditions, and offer growers a genuine commercial advantage. Disease tolerance is increasingly important, as growers face pressure to reduce pesticide use while maintaining yield and fruit quality. Climate resilience has also become a primary long-term goal, reflecting the reality that new varieties must perform in orchards facing more variable weather patterns than previous generations of cultivars were bred for.
What’s the difference between club and open apple varieties?
A club apple variety is sold exclusively through a controlled network of licensed growers and marketers, with strict quality standards, volume management, and coordinated branding. An open variety has no such restrictions and can be grown and sold by anyone. The key difference is market control: club varieties protect premium positioning, while open varieties compete freely on price and volume.
Kanzi®, one of our most successful commercial releases, is a strong example of how a well-managed club variety can build lasting brand recognition and consumer loyalty. By carefully selecting licensing partners and maintaining consistent quality standards across markets, a club variety can command a premium retail price that benefits the entire supply chain, from grower to retailer. Open varieties, by contrast, tend to suit growers who prioritise volume and flexibility over brand premiums. We encourage strategic partnerships for our varieties to achieve coordinated marketing, quality control, and supply in line with demand, carefully selecting the right partner for each variety to build critical mass and develop the market effectively.
How does an apple variety go from breeding to supermarket shelf?
An apple variety moves from breeding to supermarket shelf through a multi-stage process spanning roughly 15 to 20 years. It begins with controlled crossing of parent varieties, followed by seedling selection, field trials, commercial trials, licensing, grower scale-up, and, finally, market introduction. Each stage filters out varieties that do not meet the required standards.
From crossing to early selection
The process starts with manual pollination, combining parent varieties chosen for complementary traits. From thousands of seedlings, only a small fraction show enough promise to move into field evaluation. We use modern tools such as molecular markers to identify desirable traits earlier in the process, which significantly accelerates selection and reduces the time spent growing varieties that will not make the cut.
From field trials to commercial launch
Promising selections undergo multi-year trials assessing fruit quality, tree performance, disease resistance, and storability under real growing conditions. Varieties that perform consistently well across locations and seasons then move into commercial trials with grower partners. Once a variety proves itself at scale, it is protected by intellectual property rights and licensed to growers and marketing organisations worldwide. Building sufficient volume to supply retail chains and establish consumer recognition takes additional years, which is why the full journey from breeding cross to supermarket shelf is measured in decades rather than years.
Where can growers get a licence for new apple varieties?
Growers can obtain a licence for new apple varieties directly through the breeding company or through an authorised licensing partner in their region. At Better3Fruit, we operate as an independent company with no preferred partners, meaning any grower worldwide can apply for a licence for one of our varieties. There are no prior rights or exclusivity arrangements that would block access.
Our independence as a privately funded company, supported by variety royalties rather than external investors, means we have the freedom to select the right partner for each variety and each market. For club varieties, licensing typically involves joining a managed programme with defined quality standards and volume commitments. For growers interested in exploring what is currently available, we recommend reviewing our variety portfolio and reaching out directly to discuss licensing options for your region and operation. Contact us to start a conversation about which apple varieties might be the right fit for your orchard.
This content was generated with the help of AI and it may contain mistakes