WA Farm Direct takes out Best Display at Back to Market Day
20th Nov 2025
The WA Farm Direct team proudly participated in Back to Market Day at Perth Markets Group Ltd, joining growers, wholesalers and industry partners in celebrating the strength and diversity of Western Australia’s fresh produce sector.
August 2025
WA Farm Direct opens new chapter with first-ever Australian export of Soluna™ apples to the US market.
May 2025
Soluna™, Australia’s premium apple brand known for its crisp texture, vibrant burgundy skin and exceptional taste, is celebrating a new era of international growth following the announcement of technical market access for Australian mainland apples to China.
WA Farm Direct Takes Out Best Display at Back to Market Day
20th November 2025
The WA Farm Direct team proudly participated in Back to Market Day at Perth Markets Group Ltd, joining growers, wholesalers and industry partners in celebrating the strength and diversity of Western Australia’s fresh produce sector.
As part of the event, we showcased an exciting selection of fresh exotic mushrooms and premium microgreens, grown locally in the Swan Valley by Eden Towers. These innovative products attracted strong interest from buyers across the supply chain, reflecting the growing demand for high-quality, locally grown specialty produce.
A highlight of the morning was WA Farm Direct being awarded Best Display, a fantastic acknowledgement of our team’s passion, creativity and commitment to presenting Western Australian produce at its best.
Events like Back to Market Day play an important role in bringing the industry together and championing the value of fresh, locally grown food. We’re proud to be part of such a vibrant and forward-thinking community.
If you’re interested in stocking any of the products showcased today, please contact the WA Farm Direct team — we’d love to help bring these innovative lines to your customers.
August 2025
WA Farm Direct opens new chapter with first-ever Australian export of Soluna™ apples to the US market.
In a milestone moment for Australian horticulture, WA Farm Direct is proud to announce the inaugural shipment of premium Soluna™ apples to the United States. This marks the first time the Australian-bred apple variety will be available to US consumers, bringing a new level of quality, taste, and innovation to American shelves.
Developed in Western Australia, the Soluna™ apple – known officially as ANABP 01 – is prized for its deep burgundy skin, exceptional crunch, and naturally sweet, refreshing flavour. Grown under strict quality protocols in Australia’s pristine apple-growing regions, Soluna™ has been celebrated for its consistent eating experience, extended shelf life, and visual appeal.
“This is a landmark export opportunity for Soluna™ and for premium Australian apples more broadly,” said Sean Engelbrecht, Commercialisation Manager of WA Farm Direct. “The US market has a sophisticated and competitive produce landscape, and we’re confident Soluna™ will stand out with its unique taste profile, premium branding, and eating quality.”
The expansion into the US follows successful campaigns in Asia and the Middle East, where the Soluna™ apple has built a loyal following among premium retailers and health-conscious consumers. The launch is supported by close collaboration with US-based importer Oppy and will be available in selected stores, looking to bring innovation and freshness to their apple category.
Initial volumes will be available through Oppy who will provide to selected retailers from early August, with plans to scale distribution across key metropolitan areas in the 2026 season. The fruit will be packed in a loose formats, with high-impact branding designed to attract discerning customers seeking premium snacking options.
“Soluna™ brings something refreshingly different to the apple set," shared Oppy's Executive Director of Apples, Pears and Category Development Piers Hanbury. "We're proud to partner with WA Farm Direct to bring our retail partners a standout offering — one that’s sure to excite shoppers, who will quickly discover it eats even better than it looks.”
“Soluna™ is more than just an apple – it’s the result of years of breeding, grower commitment, and a shared vision to deliver something special to the world,” Engelbrecht added. “We’re proud to bring the best of Australian produce to the US market and look forward to building strong partnerships in this exciting new chapter.”
May 2025
Soluna™, Australia’s premium apple brand known for its crisp texture, vibrant burgundy skin and exceptional taste, is celebrating a new era of international growth following the announcement of technical market access for Australian mainland apples to China.
This milestone, achieved through a newly signed biosecurity protocol between Australia’s Department of Agriculture, Fisheries and Forestry and China’s General Administration of Customs, paves the way for Soluna™ apples to be exported to China starting in the 2026 season.
“Soluna apples were commercialised with a global consumer in mind – super sweet with a balanced palette which is flavour-forward, eye-catching and grown to the highest horticultural standards,” said Sean Engelbrecht, Commercialisation Manager at WA Farm Direct. “The Chinese market, with its strong demand for premium, branded fresh fruit, is a perfect match for the Soluna™ profile. Consumers are modern, health-conscious and the natural health benefits that Soluna™ can offer positions them perfectly for export. Soluna™ apples are high in antioxidants, dietary fibre and low in kilojoules, making them ideal snacks for wellness-focused consumers.”
The agreement is the result of years of industry collaboration and persistence, coordinated by Apple and Pear Australia Limited (APAL) through its trade development and market access program. Until now, only apples from Tasmania were eligible for export to China.
“China is a dynamic, high-value market with discerning consumers who value quality and consistency,” Sean added. “We believe Soluna™ apples will resonate strongly with Chinese consumers seeking premium fresh produce that delivers on health, taste and presentation.”
Fruit West Cooperative, the Australian commercial rights holder of ANABP 01 which is branded as Soluna™ internationally, also welcomed the news and highlighted the significance for growers and the variety’s long-term potential.
“This is an exciting development for the Soluna™ brand,” said Ann Lyster, Chair at Fruit West. “The opening of the Chinese market validates the years of export and commercialisation efforts behind this variety. ANABP 01 was bred in Australia for exceptional taste, shelf appeal and export readiness, and this market access creates a valuable opportunity to scale its presence globally.”
Soluna™’s entry into China will not only support premium positioning for Australian apples abroad but will also provide much-needed diversification beyond the domestic market.
Food Bank assistance for those who need it the most
13th February 2025
20th December, 2024
Fruit West Cooperative initiate a new Murdoch University Research Project to investigate the Health Benefits of Bravo™ Apples
A new research project at Murdoch University is investigating the health benefits of the high polyphenol apple variety ANABP 01, branded as Bravo™ in Australia and Soluna™ internationally. This project, supported by the Future Food Systems Cooperative Research Centre (CRC), in collaboration with Fruit West Co-operative, the Department of Primary Industries and Regional Development (DPIRD), and Bruker BioSpin, aims to provide scientific evidence to support the nutritional advantages of Bravo™ apples.
Bravo™ apples are the product of over two decades of research and development. They are a cross between the Royal Gala and Cripps Red apple varieties, developed with the support of the Department of Agriculture and Food Western Australia. Notable for their resistance to browning after cutting, Bravo™ apples are rich in polyphenols and antioxidant compounds, making them unique in the market.
Mrs Ann Lyster, Chair of Fruit West Co-operative, stated, "By providing robust scientific evidence, we can confidently continue to promote the unique attributes of Bravo™ and Soluna™ branded apples, meeting consumer demands and growing the market both domestically and internationally."
Dr. Ruey Leng Loo, who is leading the study, said, "Currently, human intervention studies on apples have yielded contradictory results. This study aims to fill those gaps by analyzing the impact of Bravo™ apples on cardiovascular health."
The project will include a human nutrition study at the Australian National Phenome Centre (ANPC), where volunteers will consume Bravo™ apples and control fruit daily for 8 weeks. Biological specimens will be collected to evaluate the effects of the apples on blood pressure, cholesterol, and blood glucose levels, as well as other cardiovascular disease risk indicators.
Another key aspect of the project involves developing new branded and value-added products from ANABP 01 apples at the Sustainable Innovative Food Technologies (SIFT) centre. These products will be processed using high-pressure techniques to extend shelf life while preserving the apples' health benefits. The Soluna™ apple value added products will be tested for their health-promoting compounds using advanced analytical techniques at the ANPC.
Mr. Rohan Prince, Director of Horticulture and Irrigated Agriculture at DPIRD, emphasized the state's commitment to supporting local businesses: "This project underscores our dedication to sustainable economic growth through the promotion of local agricultural products."
Dr. James Krahe, CEO of Future Food Systems CRC, spoke about the project’s potential: "The commercial prospects of this research are immense, especially in validating health claims for Bravo™ apples, which will boost their marketability."
"This collaborative effort brings together the agrifood sector, government, academia, and local communities to generate reliable evidence about the foods we consume," Dr. Loo added.
The local Western Australian community is encouraged to participate in the study. Interested individuals can register here.
Fruit West Co-operative holds the exclusive license to manage the commercialization of
ANABP 01 sold as Bravo™ apples in Australia and Soluna™ internationally.
18th December, 2024
License expansion allows WA Farm Direct to extend its operations to include table grape production in the eastern states of Australia.
Sun World International has announced WA Farm Direct, a leading distributor of premium fresh fruits, has been granted the rights to market Sun World table grapes produced throughout all of Australia.
Elliot Jones, general manager of WA Farm Direct, expressed enthusiasm about the expanded partnership, stating, “It’s a privilege to collaborate with Sun World and bring their esteemed table grape varieties to Australian and international consumers. Our expertise in the industry will enhance the presence and reputation of Sun World’s brands in these markets”.
Already known for distributing high-quality produce such as Bravo® apples and Ondine® flat peaches and nectarines, WA Farm Direct has a longstanding relationship with Sun World. The company currently operates as a grower and marketer of Sun World’s stonefruit varieties and markets its table grape genetics in Western Australia. This new license expansion allows WA Farm Direct to extend its operations to include table grape production in the eastern states of Australia.
WA Farm Direct’s strategy is centred on leveraging exceptional genetics to foster category growth and increase profitability for its network of growers.
In January 2025, Henry Fisk is set to join the team, further supporting this vision. A seasoned professional in the table grape and fresh produce sectors, Fisk brings valuable expertise from his tenure as licensing manager for International Fruit Genetics (IFG) in Australia.
11th December, 2024
WA Farm Direct and N&A Group will begin the Ondine series of flat peach and flat nectarine varieties in the Australian market this summer, tripling its volume through the 2024-2025 season.
Ondine flat nectarines and peaches are known for their unique shape and exceptional flavour. Unlike traditional round varieties, these fruits have a distinctive flat appearance, making them not only visually appealing but also incredibly easy to eat. Their juicy, sweet flesh is perfect for snacking, baking, or adding to your favourite summer salads. The Ondine offering is set to draw new customers to the category, while also increasing purchase frequency and volume.
Ondine flat nectarines and peaches emerges from the orchards of Cobram in Victoria and Perth Hills in Western Australia. The success of these fruits can be attributed to the ideal growing conditions found in these regions. Cobram’s fertile soils create the perfect environment for cultivating high-quality stone fruits along with the temperate climate in the Perth Hills.
This season the crop is due to commence early December in both production locations and the fruit is looking delicious. The crop estimation 650 tonnes of flat nectarines and peaches (Class 1 fruit) will be available for the 2024/25 season, with fruit to be supplied from the two production bases.
From December to March, Ondine flat nectarines and peaches will be available at selected Woolworths (NSW, Queensland and WA) Coles (NSW, Victoria and Qld) and independent grocers.
WA Farm Direct at Asia Fruit Logistica 2024
WA Farm Direct Showcases Premium Australian Soluna® Apples & Ondine™ at Asia Fruit Logistica 2024
We proudly participated in Asia Fruit Logistica 2024 in the Grown in Good Nature Australia Pavilion. The event took place in Hong Kong on 4-6th September and bought together leading global players to explore trends, innovations, and business opportunities in the fresh produce industry.
WA Farm Direct showcased the premium Ondine™ and Soluna® brands, both are known for their exceptional quality and distinctive flavours. The presence offers a unique opportunity to connect with international buyers, distributors, and industry experts, highlighting WA Farm Direct’s commitment to excellence and innovation in fresh produce.
“We are excited to continue to present Soluna® apples to the global market,” said Rebecca Blackman, Executive Manager at WA Farm Direct. “Asia Fruit Logistica provides a valuable platform to engage with potential clients, strengthen our global network, and demonstrate the outstanding quality of our products. With great opportunity to connect with our importers in this region and showcase the dark burgundy Soluna® apple along with the Soluna® apple juice".
Ondine™ is predicted to breathe new life in to the Summerfruit category in Australia thanks to its unique shape and exceptional flavour by drawing new customers to the category and increasing purchase frequency and volume. Ondine™ is perfectly positioned to capture new customers from the young families and gourmet snacking markets; its small size profile and unique flat shape makes it an ideal snack for little hands as it is easier to hold than traditional round peaches or nectarines, and won’t get squashed when packed in a lunchbox. And it’s exceptionally sweet flavour and unusual appearance will see Ondine™ becoming an in demand ingredient in canapés and grazing platters.
On Wednesday a chef event was held at the Grown in Good Nature Hospitality Stand within the Hort Innovation Australian Pavilion where Soluna® Apples were sampled along with two dishes were served. These dishes showcased Soluna’s versatility from fresh snacking to gourmet dishes, highlighting their premium quality. The stunning burgundy beauties turned heads with their vibrant colour and exceptional taste.
Soluna® Season Launch in Thailand
June 2024
WINNER- Jenny Mercer, APAL Marketer of the Year 2023
WA Farm Direct’s Managing Director, Jenny Mercer, wins Marketer of the Year Award at the 2023 APAL Awards for Excellence.
We are thrilled to announce that Jenny Mercer has been awarded the prestigious APAL Marketer of the Year.
This esteemed accolade recognizes Jenny's exceptional contributions, innovative marketing strategies, and unwavering commitment to promoting Australian apples both domestically and internationally.
Apple and Pear Australia Limited (APAL) Marketer of the Year award is a testament to Jenny's expertise and dedication in driving successful Bravo® and Soluna™ apple marketing campaigns, increasing brand visibility, and effectively communicating the unique qualities of Australian apples. Her visionary approach has played a pivotal role in expanding the market reach of Bravo® and Soluna™ apples and elevating the reputation of WA Farm Direct as a leading player in the horticulture industry.
There were 2 other notable WA winners who also work closely with the Bravo® apple program; Ann Lyster, Fruit West Cooperative Chair and Lyster Orchards Director won the APAL Women in Horticulture Award. Along with Murray Collins winning the APAL Grower of the Year Award. These prestigious awards are accolades that are well deserved and highlight the great work each recipient is undertaking in the apple industry.
Jenny’s collaborative approach has fostered strong relationships with her team at WA Farm Direct, industry partners, retailers, and growers, further strengthening the position of Australian apples in the domestic and international markets.
"I am deeply honoured to receive the APAL Marketer of the Year award," expressed Jenny. "This recognition is a reflection of the collective effort of our team at WA Farm Direct and the support of our ANABP 01 growers. It is a privilege to work with such a remarkable team that is dedicated to delivering exceptional Australian apples to consumers across the globe."
Pictured: Mark Scott APAL Director, Ann Lyster Women in Horticulture winner, Murray Collins Grower of the Year winner, Jenny Mercer Marketer of the Year winner, Nardia Stacy Pomewest and Jason Jarvis Chair Pomewest - subcommittee of Agricultural Produce Commission.
Innovation & Global Vision Partner Award
WA Farm Direct is thrilled to have been awarded the prestigious Innovation & Global Vision Partner Award by CP Group Thailand.
WA Farm Direct was honoured to be awarded with the Innovation & Global Vision Partner Award from CP Group Thailand on Monday night in Bangkok. Sean Engelbrecht, Commercialisation Manager at WA Farm Direct was there to accept the award for the 2022 premium Australian Bravo® apple exports program throughout Thailand.
CP Group Thailand, a renowned company in the food industry, has bestowed this esteemed award upon WA Farm Direct in recognition of their exceptional performance and dedication to excellence for premium apple exports in 2022. The Innovation & Global Vision Partner Award showcases WA Farm Direct's cutting-edge practices, technological advancements, and their ability to align with CP Group’s vision for sustainable and efficient food production.
Australian Bravo® apple growers are celebrating a resounding success as their produce gains significant popularity and recognition in Thailand with the prestigious award. The fresh, crisp, and flavourful Australian Bravo® apples have made a remarkable display in Makro supermarkets throughout Thailand, capturing the taste buds of consumers.
Thailand, known for its vibrant culinary scene and discerning consumers, has embraced the premium quality and distinct flavour profiles of Australian Bravo® apples. This newfound appreciation is evident through increased demand, favourable consumer reviews, and the growing presence of Bravo® apple in Thai supermarkets.
"We are immensely honoured to receive the Innovation & Global Vision Partner Award from CP Group Thailand," said Jenny Mercer, Managing Director of WA Farm Direct. "This recognition highlights the dedication and hard work of our team, over a number of years, as well as our passion in the horticulture sector. We are proud to partner with CP Group Thailand and contribute to their vision for the future of Australian premium produce in Thailand."
The entire team at WA Farm Direct would like to express their gratitude to CP Group Thailand for recognizing their efforts and awarding them with the Innovation & Global Vision Partner Award. They also extend their appreciation to their customers, growers, partners, and stakeholders for their continued support and trust.
Sean Engelbrecht said “we are honoured to receive this award and excited about launching the new
Soluna™ brand this season with Makro and Lotus supermarkets in Thailand.”
WAAVIC - WA Apple Variety & Innovation Conference
Our event kicked off with the pre-conference program with Wholesalers and Market Agents on 28th March, ending the day with a Welcome Dinner at Crown Perth. The 29 & 30/3 in Pemberton was filled with technology, orchard tours and events.
WA Apple Variety & Innovation Conference 28 - 31 March 2023 a huge success!
The conference partners, WA Farm Direct, Fruit West, Pomewest and DPIRD were delighted to host and entertain Australian and International growers, packers and over the three days.
WAAVIC commenced at the Crown Perth Astral Ballroom with guests speakers, Heather Brayford, Director General of Department of Primary Industries and Regional Development (DPIRD) welcoming the participants and highlighting the successes in their apple breeding program whilst, key speaker Bernard Salt gave his view of current global market trends for premium and luxury brands particularly after the impact of the pandemic.
The conference was based in the Great Southern region of Western Australia, with the base being at RAC Karri Valley Resort and orchards visited throughout Donnybrook, Kirup and Manjimup where the guests travelling by coach, welcomed to the beautiful forest region of Western Australia.
Wednesday and Thursday's program was jammed packed with orchard visits, DPIRD Australian Apple Breeding Nursery tour and new varietal tastings at DPIRD. In addition to the orchard visits there was new technology showcased to assist growers; Croptracker is able to scan a bin of fruit in seconds and provide a size and colour profile directly onto a handheld device; Aero Vine provides scan of the tree canopy to highlight density of fruit set and flowering with Source Certain providing details on the provenance traceability on premium branded fruit. With technology also came trials and growers were provided information for Alternaria trials which were undertaken on Pink Lady apples in Manjimup.
Fruit West also had the opportunity to articulate to Australian growers the international plan for ANABP 01 being Soluna™ with TopStar. There will be some exciting export opportunities for Australian growers in the very near future.