Food Bank assistance for those who need it most
13th February 2025
Food Bank supports Western Australian households who are living in food insecurity by providing meals.
20th December 2024
The Cook Government is backing research to create fresh opportunities in the wellness and value-add markets for Western Australian Bravo apples - boosting export potential and orchard sustainability.
18th December 2024
License expansion allows WA Farm Direct to extend its operations to include table grape production in the eastern states of Australia.
Sun World International has announced WA Farm Direct, a leading distributor of premium fresh fruits, has been granted the rights to market Sun World table grapes produced throughout all of Australia.
Food Bank assistance for those who need it the most
13th February 2025
20th December, 2024
Fruit West Cooperative initiate a new Murdoch University Research Project to investigate the Health Benefits of Bravo™ Apples
A new research project at Murdoch University is investigating the health benefits of the high polyphenol apple variety ANABP 01, branded as Bravo™ in Australia and Soluna™ internationally. This project, supported by the Future Food Systems Cooperative Research Centre (CRC), in collaboration with Fruit West Co-operative, the Department of Primary Industries and Regional Development (DPIRD), and Bruker BioSpin, aims to provide scientific evidence to support the nutritional advantages of Bravo™ apples.
Bravo™ apples are the product of over two decades of research and development. They are a cross between the Royal Gala and Cripps Red apple varieties, developed with the support of the Department of Agriculture and Food Western Australia. Notable for their resistance to browning after cutting, Bravo™ apples are rich in polyphenols and antioxidant compounds, making them unique in the market.
Mrs Ann Lyster, Chair of Fruit West Co-operative, stated, "By providing robust scientific evidence, we can confidently continue to promote the unique attributes of Bravo™ and Soluna™ branded apples, meeting consumer demands and growing the market both domestically and internationally."
Dr. Ruey Leng Loo, who is leading the study, said, "Currently, human intervention studies on apples have yielded contradictory results. This study aims to fill those gaps by analyzing the impact of Bravo™ apples on cardiovascular health."
The project will include a human nutrition study at the Australian National Phenome Centre (ANPC), where volunteers will consume Bravo™ apples and control fruit daily for 8 weeks. Biological specimens will be collected to evaluate the effects of the apples on blood pressure, cholesterol, and blood glucose levels, as well as other cardiovascular disease risk indicators.
Another key aspect of the project involves developing new branded and value-added products from ANABP 01 apples at the Sustainable Innovative Food Technologies (SIFT) centre. These products will be processed using high-pressure techniques to extend shelf life while preserving the apples' health benefits. The Soluna™ apple value added products will be tested for their health-promoting compounds using advanced analytical techniques at the ANPC.
Mr. Rohan Prince, Director of Horticulture and Irrigated Agriculture at DPIRD, emphasized the state's commitment to supporting local businesses: "This project underscores our dedication to sustainable economic growth through the promotion of local agricultural products."
Dr. James Krahe, CEO of Future Food Systems CRC, spoke about the project’s potential: "The commercial prospects of this research are immense, especially in validating health claims for Bravo™ apples, which will boost their marketability."
"This collaborative effort brings together the agrifood sector, government, academia, and local communities to generate reliable evidence about the foods we consume," Dr. Loo added.
The local Western Australian community is encouraged to participate in the study. Interested individuals can register here.
Fruit West Co-operative holds the exclusive license to manage the commercialization of
ANABP 01 sold as Bravo™ apples in Australia and Soluna™ internationally.
18th December, 2024
License expansion allows WA Farm Direct to extend its operations to include table grape production in the eastern states of Australia.
Sun World International has announced WA Farm Direct, a leading distributor of premium fresh fruits, has been granted the rights to market Sun World table grapes produced throughout all of Australia.
Elliot Jones, general manager of WA Farm Direct, expressed enthusiasm about the expanded partnership, stating, “It’s a privilege to collaborate with Sun World and bring their esteemed table grape varieties to Australian and international consumers. Our expertise in the industry will enhance the presence and reputation of Sun World’s brands in these markets”.
Already known for distributing high-quality produce such as Bravo apples and Ondine flat peaches and nectarines, WA Farm Direct has a longstanding relationship with Sun World. The company currently operates as a grower and marketer of Sun World’s stonefruit varieties and markets its table grape genetics in Western Australia. This new license expansion allows WA Farm Direct to extend its operations to include table grape production in the eastern states of Australia.
WA Farm Direct’s strategy is centred on leveraging exceptional genetics to foster category growth and increase profitability for its network of growers.
In January 2025, Henry Fisk is set to join the team, further supporting this vision. A seasoned professional in the table grape and fresh produce sectors, Fisk brings valuable expertise from his tenure as licensing manager for International Fruit Genetics (IFG) in Australia.
11th December, 2024
WA Farm Direct and N&A Group will begin the Ondine series of flat peach and flat nectarine varieties in the Australian market this summer, tripling its volume through the 2024-2025 season.
Ondine flat nectarines and peaches are known for their unique shape and exceptional flavour. Unlike traditional round varieties, these fruits have a distinctive flat appearance, making them not only visually appealing but also incredibly easy to eat. Their juicy, sweet flesh is perfect for snacking, baking, or adding to your favourite summer salads. The Ondine offering is set to draw new customers to the category, while also increasing purchase frequency and volume.
Ondine flat nectarines and peaches emerges from the orchards of Cobram in Victoria and Perth Hills in Western Australia. The success of these fruits can be attributed to the ideal growing conditions found in these regions. Cobram’s fertile soils create the perfect environment for cultivating high-quality stone fruits along with the temperate climate in the Perth Hills.
This season the crop is due to commence early December in both production locations and the fruit is looking delicious. The crop estimation 650 tonnes of flat nectarines and peaches (Class 1 fruit) will be available for the 2024/25 season, with fruit to be supplied from the two production bases.
From December to March, Ondine flat nectarines and peaches will be available at selected Woolworths (NSW, Queensland and WA) Coles (NSW, Victoria and Qld) and independent grocers.
WA Farm Direct at Asia Fruit Logistica 2024
WA Farm Direct Showcases Premium Australian Soluna® Apples & Ondine™ at Asia Fruit Logistica 2024
We proudly participated in Asia Fruit Logistica 2024 in the Grown in Good Nature Australia Pavilion. The event took place in Hong Kong on 4-6th September and bought together leading global players to explore trends, innovations, and business opportunities in the fresh produce industry.
WA Farm Direct showcased the premium Ondine™ and Soluna® brands, both are known for their exceptional quality and distinctive flavours. The presence offers a unique opportunity to connect with international buyers, distributors, and industry experts, highlighting WA Farm Direct’s commitment to excellence and innovation in fresh produce.
“We are excited to continue to present Soluna® apples to the global market,” said Rebecca Blackman, Executive Manager at WA Farm Direct. “Asia Fruit Logistica provides a valuable platform to engage with potential clients, strengthen our global network, and demonstrate the outstanding quality of our products. With great opportunity to connect with our importers in this region and showcase the dark burgundy Soluna® apple along with the Soluna® apple juice".
Ondine™ is predicted to breathe new life in to the Summerfruit category in Australia thanks to its unique shape and exceptional flavour by drawing new customers to the category and increasing purchase frequency and volume. Ondine™ is perfectly positioned to capture new customers from the young families and gourmet snacking markets; its small size profile and unique flat shape makes it an ideal snack for little hands as it is easier to hold than traditional round peaches or nectarines, and won’t get squashed when packed in a lunchbox. And it’s exceptionally sweet flavour and unusual appearance will see Ondine™ becoming an in demand ingredient in canapés and grazing platters.
On Wednesday a chef event was held at the Grown in Good Nature Hospitality Stand within the Hort Innovation Australian Pavilion where Soluna® Apples were sampled along with two dishes were served. These dishes showcased Soluna’s versatility from fresh snacking to gourmet dishes, highlighting their premium quality. The stunning burgundy beauties turned heads with their vibrant colour and exceptional taste.
Soluna® Season Launch in Thailand
June 2024
WINNER- Jenny Mercer, APAL Marketer of the Year 2023
WA Farm Direct’s Managing Director, Jenny Mercer, wins Marketer of the Year Award at the 2023 APAL Awards for Excellence.
We are thrilled to announce that Jenny Mercer has been awarded the prestigious APAL Marketer of the Year.
This esteemed accolade recognizes Jenny's exceptional contributions, innovative marketing strategies, and unwavering commitment to promoting Australian apples both domestically and internationally.
Apple and Pear Australia Limited (APAL) Marketer of the Year award is a testament to Jenny's expertise and dedication in driving successful Bravo® and Soluna™ apple marketing campaigns, increasing brand visibility, and effectively communicating the unique qualities of Australian apples. Her visionary approach has played a pivotal role in expanding the market reach of Bravo® and Soluna™ apples and elevating the reputation of WA Farm Direct as a leading player in the horticulture industry.
There were 2 other notable WA winners who also work closely with the Bravo® apple program; Ann Lyster, Fruit West Cooperative Chair and Lyster Orchards Director won the APAL Women in Horticulture Award. Along with Murray Collins winning the APAL Grower of the Year Award. These prestigious awards are accolades that are well deserved and highlight the great work each recipient is undertaking in the apple industry.
Jenny’s collaborative approach has fostered strong relationships with her team at WA Farm Direct, industry partners, retailers, and growers, further strengthening the position of Australian apples in the domestic and international markets.
"I am deeply honoured to receive the APAL Marketer of the Year award," expressed Jenny. "This recognition is a reflection of the collective effort of our team at WA Farm Direct and the support of our ANABP 01 growers. It is a privilege to work with such a remarkable team that is dedicated to delivering exceptional Australian apples to consumers across the globe."
Pictured: Mark Scott APAL Director, Ann Lyster Women in Horticulture winner, Murray Collins Grower of the Year winner, Jenny Mercer Marketer of the Year winner, Nardia Stacy Pomewest and Jason Jarvis Chair Pomewest - subcommittee of Agricultural Produce Commission.
Innovation & Global Vision Partner Award
WA Farm Direct is thrilled to have been awarded the prestigious Innovation & Global Vision Partner Award by CP Group Thailand.
WA Farm Direct was honoured to be awarded with the Innovation & Global Vision Partner Award from CP Group Thailand on Monday night in Bangkok. Sean Engelbrecht, Commercialisation Manager at WA Farm Direct was there to accept the award for the 2022 premium Australian Bravo® apple exports program throughout Thailand.
CP Group Thailand, a renowned company in the food industry, has bestowed this esteemed award upon WA Farm Direct in recognition of their exceptional performance and dedication to excellence for premium apple exports in 2022. The Innovation & Global Vision Partner Award showcases WA Farm Direct's cutting-edge practices, technological advancements, and their ability to align with CP Group’s vision for sustainable and efficient food production.
Australian Bravo® apple growers are celebrating a resounding success as their produce gains significant popularity and recognition in Thailand with the prestigious award. The fresh, crisp, and flavourful Australian Bravo® apples have made a remarkable display in Makro supermarkets throughout Thailand, capturing the taste buds of consumers.
Thailand, known for its vibrant culinary scene and discerning consumers, has embraced the premium quality and distinct flavour profiles of Australian Bravo® apples. This newfound appreciation is evident through increased demand, favourable consumer reviews, and the growing presence of Bravo® apple in Thai supermarkets.
"We are immensely honoured to receive the Innovation & Global Vision Partner Award from CP Group Thailand," said Jenny Mercer, Managing Director of WA Farm Direct. "This recognition highlights the dedication and hard work of our team, over a number of years, as well as our passion in the horticulture sector. We are proud to partner with CP Group Thailand and contribute to their vision for the future of Australian premium produce in Thailand."
The entire team at WA Farm Direct would like to express their gratitude to CP Group Thailand for recognizing their efforts and awarding them with the Innovation & Global Vision Partner Award. They also extend their appreciation to their customers, growers, partners, and stakeholders for their continued support and trust.
Sean Engelbrecht said “we are honoured to receive this award and excited about launching the new
Soluna™ brand this season with Makro and Lotus supermarkets in Thailand.”
WAAVIC - WA Apple Variety & Innovation Conference
Our event kicked off with the pre-conference program with Wholesalers and Market Agents on 28th March, ending the day with a Welcome Dinner at Crown Perth. The 29 & 30/3 in Pemberton was filled with technology, orchard tours and events.
WA Apple Variety & Innovation Conference 28 - 31 March 2023 a huge success!
The conference partners, WA Farm Direct, Fruit West, Pomewest and DPIRD were delighted to host and entertain Australian and International growers, packers and over the three days.
WAAVIC commenced at the Crown Perth Astral Ballroom with guests speakers, Heather Brayford, Director General of Department of Primary Industries and Regional Development (DPIRD) welcoming the participants and highlighting the successes in their apple breeding program whilst, key speaker Bernard Salt gave his view of current global market trends for premium and luxury brands particularly after the impact of the pandemic.
The conference was based in the Great Southern region of Western Australia, with the base being at RAC Karri Valley Resort and orchards visited throughout Donnybrook, Kirup and Manjimup where the guests travelling by coach, welcomed to the beautiful forest region of Western Australia.
Wednesday and Thursday's program was jammed packed with orchard visits, DPIRD Australian Apple Breeding Nursery tour and new varietal tastings at DPIRD. In addition to the orchard visits there was new technology showcased to assist growers; Croptracker is able to scan a bin of fruit in seconds and provide a size and colour profile directly onto a handheld device; Aero Vine provides scan of the tree canopy to highlight density of fruit set and flowering with Source Certain providing details on the provenance traceability on premium branded fruit. With technology also came trials and growers were provided information for Alternaria trials which were undertaken on Pink Lady apples in Manjimup.
Fruit West also had the opportunity to articulate to Australian growers the international plan for ANABP 01 being Soluna™ with TopStar. There will be some exciting export opportunities for Australian growers in the very near future.