Seeking new sales channels, Rockit apples climb in Washington state
YAKIMA, Wash. - The Rockit apple is lifting off in Washington, with Yakima-based Borton & Sons and Chelan, Wash.-based Chelan Fresh Marketing expected to expand production of the New Zealand variety in coming years.
Described as the "world's first specially bred miniature "high quality' apple" on its website, the apple was developed by the Plant and Food Research and Prevar in Hawke's Bay, New Zealand. The variety was first called "PremA96" and was later renamed "Rockit."
The variety is being produced by licensed growers in the United Kingdom, the U.S., Australia, Belgium, Italy, Germany, France and other countries, according to the website. Eventually, the website said the Rockit will be available year-round, with production bases in the Northern and Southern Hemisphere.
Rockit apples are described as about 1.5 times the size of a golf ball, with a sweet flavor, thin skin, a distinctive bright red blush, small core and a crisp crunch.
"The industry hasn't seen a small apple that eats this well," said Sky Johnson, in sales and marketing at Borton & Sons, Yakima, Wash. He said in late July that Borton was preparing for its first commercial volume of the variety in 2016. Gebbers Farms, marketing through
Chelan Fresh, had limited volumes of Washington-grown Rockit apples in 2015-16. There is no organic acreage of the variety yet, though that is being considered for the future, Johnson said.
"We are looking to learn (this season) rather than to blanket commercial markets," Johnson said. Working out procurement of packaging materials will be part of the learning process; the variety is marketed in 3-, 4-, or 5-count vertical, cylindrical tubes.
Buyers and consumers are attracted to the apple by the packaging but soon realize the variety is unique compared to standard sized apples.
"It is a great piece of fruit with high sugar and good brix; it is a good eating experience," Johnson said.
Chelan Fresh Marketing expects to market about 8,000 boxes of the Rockit apple in the 2016 crop year. said Mac Riggan, director of marketing for the company.
Washington-grown Rockit apples from Chelan Fresh will begin in late September and carry through March, Riggan said. Imported supply is available from New Zealand from April to September.
The amount of production of the Rockit variety this year at Borton & Sons is hard to predict, Johnson said, in part because the apple is much smaller than standard apples.
Trying to translate volume of Rockit apples that will fit in a bin - normally filled with apples sized from 88s to 72s - makes projections difficult, Johnson said.
Most of the new plantings of the Rockit apple are in high density v-trellis orchards, Johnson said.
Borton Fruit has about 100 acres of Rockit this year and will add another 180 acres next year, he said. Both Borton Fruit and Gebbers Farms/Chelan Fresh eventually aim to grow about 400 acres each of the variety, Johnson said.
While possible modifications to the packaging format and packaging material are being considered for the future, Johnson said Borton Fruit is looking forward to packing and marketing the Rockit in the upcoming season.
Driven primarily by Chelan Fresh, the Rockit apple has been imported for about three seasons and Publix has featured the apple in several promotions, Johnson said.
"The Rockit apple has offered us the opportunity to go to a wider band of (retail) channels than any product we have ever had," Riggan said. From grocery stores to convenience stores to airports, Riggan said the Rockit has broad appeal. "Anywhere you can put a Snickers bar you can put Rockit apples," he said.
"We look forward to doing a national program and connecting the dots," Johnson said. "It is an opportunity look outside the conventional distribution models."
