New Apple, Sunrise Magic® Makes a Promising Debut in 2025; James Walters Comments

AUSTRALIA - Just three years after the first commercial plantings, 2025 marked a major milestone for the Fruit Australia Group with the debut of its first early volumes of Sunrise Magic® apples. Despite one of the most challenging growing seasons in recent memory—marked by extreme heat and widespread drought—the fruit has exceeded all expectations.

Harvested in mid-March and packed in late September, Sunrise Magic® has demonstrated outstanding storage performance. Fruit quality remained exceptional, with firmness averaging 9.5 kg/cm² and Brix levels averaging 15%—with some apples testing above 17%. With a deeper understanding of the variety, we’re confident that a consistent Brix average of 17% is an achievable target in the near future.

Samples were featured on the N&A booth at Asia Fruit Logistica, where Sunrise Magic® was met with an overwhelmingly positive response. Visitors praised its vibrant appearance and excellent eating qualities, with many returning repeatedly over the three-day event for another taste. Texture and sweetness were frequently cited as standout attributes that resonated strongly with potential customers from across the region.

Back in Australia, samples were distributed to major national retailers, where feedback was equally enthusiastic—particularly for the apple’s flavour and crisp texture. A soft launch began in late September through wholesale markets in New South Wales and Victoria, where premium retailers responded positively. As one retailer put it: “It’s not just another apple—it’s Sunrise Magic.”

Although 2025 volumes were modest at just 40 tonnes, strong repeat sales have already signaled significant market potential. Growers within the Fruit Australia Group are optimistic about what Sunrise Magic® offers to Australian consumers.

“With its standout quality, strong consumer appeal, and excellent shelf life, we believe Sunrise Magic® has the potential to reinvigorate what many see as a maturing apple category,” said James Walters of Fruit Australia, in a recent release.

Fruit Australia is the exclusive Australian licensee for Sunrise Magic—a collaboration between three of Australia’s leading apple industry participants: Adelaide Hills Fresh, N&A Group, and 9 Mile Fresh.