Proprietary Variety Management
Orchards growing Cosmic Crisp apples blanket rolling hillsides in Washington state. Income from the new variety rose 48% for the three months after its 2020-21 season debut.
Marketers of Washington state’s new Cosmic Crisp apples plan a robust global marketing campaign in the months leading up to the fruit’s third season opener this fall, a top industry official says.
With ramped-up production expected to boost supplies, the industry is launching campaigns with media influencers in Canada and Europe that focus on sustainability and natural quality, said Kathryn Grandy, chief marketing officer of Proprietary Variety Management. The Yakima, Wash.-based company markets the Washington State University-created apple variety.
Share this article
Share this article
YAKIMA, Wash., Feb. 2, 2021 /PRNewswire/ With home cooking taking on a whole new meaning these days, we are understandably hungry for new ingredients that bring fresh flavor and multiple uses. So, if you haven t discovered it yet, be sure to put the Cosmic Crisp® brand apple on the top of your must-try list. Now in its first full season of availability, the Cosmic Crisp® apple is quickly establishing itself as a fruit that will be a staple for both every day and special days. And just in time for the biggest snacking day of the year, and the most romantic Cosmic Crisp® is serving up new recipes and inspiration.
January 12, 2021
By Adriana Janovich, Washington State Magazine
Cosmic Crisp
® isn’t the first Washington State University apple to go to market. That distinction goes to WA 2, or Sunrise Magic
®.
Like Cosmic Crisp, Sunrise Magic was bred at WSU for Washington growers. But it wasn’t launched with the same hype. And it still isn’t as well-known as its successor. Proprietary Variety Management, which is handling the commercialization of both Cosmic Crisp and Sunrise Magic, is working to change that just as WSU’s pome fruit breeding program continues working on creating new varieties.
“What I can see happening is we’ll release a number of different varieties over the next 10 or 20 years, but they may be somewhat smaller production apples,” says Kate Evans, the program’s leader. “I think we can’t expect the amount of infrastructure and investment necessary to put out a big volume apple on a regular basis. That is asking a lot of the industry.”