CMI Orchards plans to unveil new branding for the company's Ambrosia apples. ( Courtesy CMI Orchards )

CMI Orchards plans to unveil a new brand identity for the Ambrosia apple at the Produce Marketing Association’s Fresh Summit in Orlando, Fla.

 “The time is right for a brand refresh,” George Harter, vice president of marketing, said in a news release. “CMI has grown and marketed Ambrosia apples for over a decade, and it’s time to really clue customers and retailers in to the fact that CMI’s Ambrosia are truly exceptional.”

In the release, CMI cited Nielsen FreshFacts data showing Ambrosia apples were the top-selling brand in 2017, leading by more than $20 million in sales.

CMI Brand Manager Rochelle Bohm said the grower, the McDougall family, has a “legacy of growing high-quality fruit.”

“Their techniques for growing Ambrosia apples have been perfected over more than a decade resulting in an incredibly consistent apple, with a delicate crunch and sweet, honey flavor that customers crave,” Bohm said in the release.

CMI grows six of the top 10 apple brands in the U.S., according to the release, and five of them are also in the organic category, including Ambrosia, according to the release.

“With the experience, pride and passion our growers have, we are confident (the brand refresh) will set the bar for this variety,” Bohm said in the release.

CMI Orchards, Wenatchee, Wash., will be at booth No. 2483 at Fresh Summit.