WA Farm Direct’s Soluna® apple exports are performing strongly across a growing international footprint, with positive consumer response across the markets where the distinctive burgundy-skinned variety is now being sold.

Soluna is exported from Australia to China, Hong Kong, Thailand, the United States, Singapore, Malaysia, Indonesia and Dubai, with trial shipments also having been sent to Canada.

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Soluna sampling and promotions in Hong Kong

“Our exports to China are performing well and are part of a much broader international export program for Soluna,” says Elliot Jones, General Manager at WA Farm Direct. “Across our export markets, we’re seeing encouraging results and strong consumer acceptance of the variety.”

China is an important part of that international strategy, and WA Farm Direct believes Soluna is well suited to Chinese consumer preferences. While the variety’s slow oxidation when cut has been an important selling point in Australia, particularly for lunchboxes and fresh-cut applications, flavour, texture and appearance are key attributes driving its appeal in China.

“The Chinese consumer has a preference for sweeter fruit, and Soluna fits that profile particularly well,” Elliot says. “But it’s not simply a sweet apple. It has a distinctive fruit aroma, excellent texture and a really balanced flavour profile. That combination is a large part of what differentiates it.”

The variety’s distinctive burgundy colour is also proving valuable at retail.

“One of the real strengths of Soluna is its ability to stand out on shelf,” Elliot says. “The burgundy skin is immediately recognisable and provides a strong point of difference alongside the traditional red, green and yellow apples consumers are accustomed to seeing.”

In China, the brand is sold in 2-pack, 3-pack, 4-pack and 9-pack formats across bricks-and-mortar retail stores and e-commerce channels. Soluna fruit is available through to October this season, with WA Farm Direct working to progressively extend the marketing window as Australian production continues to develop.

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Soluna on display in China

WA Farm Direct is expanding the number of Australian orchards and packhouses registered for export, supporting increased volumes into China and other international markets.

“There are specific orchard, packhouse and protocol requirements that need to be met for China, so we are continuing to expand our registered supply base,” Elliot says. “We have sufficient fruit to support the current program, while at the same time building the export-ready supply base that will underpin future growth.”

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Sampling Soluna at retail launch in China

The diversity of markets reflects a long-held objective for the cooperative behind the variety.

“It has always been Fruit West’s vision to market ANABP 01 with a diverse international customer base, to ensure long-term, sustainable returns for growers,” says Ann Lyster, chair of the Fruit West Cooperative and a grower herself. “I’m pleased that we’re achieving those goals.”

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Soluna launch in Shanghai – W Hotel

Elliot says, “The performance across international markets reinforces the potential for Soluna to establish itself as a significant Australian premium apple brand globally.

“What we consistently see across our markets is that once consumers try Soluna, repeat purchase is strong. That gives us confidence in the variety and the brand as we continue to build scale across China and our broader international markets.”

For more information:
Rebecca Blackman
WA Farm Direct
Tel: +61 8 9350 4600
[email protected]