Proprietary Variety Management (PVM) recently announced the licensing and commercialization of a variety development program for red fleshed apples to be grown in Washington with Stemilt Growers LLC, and Chelan Fresh Marketing. PVM will license each sub-licensee directly and work with them singularly.
The program, known as “Hidden Surprise,” will start with test blocks and tree propagation under the direction of PVM affiliate, Brandt’s Fruit Trees, Inc. The program also covers naming and trademark development decisions along with future marketing and promotion activities of the red-fleshed apples.
The red-fleshed apple selections were developed in the tree fruit breeding endeavor by Bill Howell of Howell Fruit Advantage, LLC, of Prosser, WA.
PVM, located in Yakima, WA, was founded in 2012 and works with breeders, nurseries, growers, and shipper/marketers. It is also linked to the Associated International Group of Nurseries (AIGN). Stemilt Growers LLC, headquartered in Wenatchee, WA, is the largest fruit growers, packer, and shippers of apples, cherries, and pears in the state. Chelan Fresh Marketing, LLC, in Chelan, WA, is one of Washington state’s largest marketers of fresh apples, pears, and cherries.
Article by Paul Rusnak, GrowingProduce.com