VentureFruit has today launched ADORE™ apples, a new global premium apple programme bringing together a family of climate-resilient varieties. By uniting under one brand, the programme gives growers and marketers greater flexibility to build supply across different regions, harvest windows and market needs.
Unveiled at Fruit Attraction in Madrid, ADORE™ is the latest commercial development from the Hot Climate Partnership, a long-term international initiative breeding high-quality apples and pears for resilience in hot and warming climates. The new programme will initially launch with ‘HOT03A1’ alongside a second complementary variety that harvests four to six weeks earlier, with further varieties in development to broaden production and supply opportunities.
Under the global ADORE™ brand, licensees can select the variety or combination of varieties best suited to their region and market. Territory partners retain autonomy to grow, pack, market, distribute and sell fruit within their licensed region, while benefiting from consistent brand investment, programme expertise and the scale of a global peer-to-peer network.
Morgan Rogers, VentureFruit General Manager, says ADORE™ apples respond to the global premium apple growth opportunity, while supporting resilience to climate change for growers.
“The global premium apple category is growing rapidly, creating a real opportunity for growers and investors, however at the same time, global temperatures continue to rise. Growers need varieties that can deliver strong orchard and commercial performance as climates, growing conditions and markets change. ADORE™ brings together a suite of climate-resilient genetics, a premium consumer proposition and a global commercial framework designed to support sustained growth.
“By offering complementary varieties through one programme, partners have greater choice in how they build supply for their region, conditions and market, as well as consolidating effort and investment under one global brand. That adaptability can help strengthen orchard performance and give growers confidence when making long-term investment decisions,” says Rogers.
ADORE™ apples draw on more than two decades of breeding and scientific development through the Hot Climate Partnership, which brings together The Catalan Institute of Agrifood Research and Technology (IRTA), New Zealand’s Bioeconomy Science Institute (BSI), FruitFutur and VentureFruit. Together, the partners contribute expertise spanning breeding, agronomic evaluation, consumer research and commercialisation, with VentureFruit responsible for bringing varieties developed through the partnership to market.
“The launch of ADORE™ is a significant milestone for the Hot Climate Partnership and another demonstration of what long-term breeding science can deliver. Our team are incredible proud to have played a part in develop apples that thrive in warming climates and that consumers love,” says Emma Brown, BSI General Manager Plant Varieties.
The initial ADORE™ varieties have undergone extensive agronomic evaluation and consumer sensory research in Spain, Germany, France, Italy and Hong Kong. Results showed strong overall liking against industry benchmarks and a consistent brand experience across appearance, flavour and texture.
The radiant red apples offer a balanced eating experience: sweet and fruity rather than sugary, fresh rather than tart, with a juicy, crunchy texture.
“We tested the positioning, name and visual execution across markets, and the response was overwhelmingly positive and consistent. That gives us and our partners confidence they are investing in a distinctive apple brand consumers will seek out and keep coming back to,” says Rogers.
The ADORE™ apple programme enters the market with momentum, with 120 hectares already licensed in Catalonia through FruitFutur and early interest from broader Europe an partners, South America and South Africa. “As one of the first regions to progress the varieties commercially, Catalonia’s fruit research and production ecosystem has played an important role in their development and transfer to market,” says Eva Ogué, Head of the Technology Transfer Office at IRTA.
The programme will be developed progressively, beginning in regions where the varieties offer the strongest commercial and horticultural fit. Global plantings will be managed to align supply with demand, protect the varieties and brand and support licensees with agronomic expertise in key regions.
ADORE™ builds on the Hot Climate Partnership’s existing commercial portfolio, which includes TUTTI™ apples and STELLAR™ apple trees.
Licences are now open to growers and fresh produce marketers. Interested parties are invited to attend upcoming ADORE™ apples evaluation activities or contact Kate James at .
