Cosmic Crisp – The largest commercialization of an apple variety

by | Jul 13, 2022 | Cornell University Apples, Cosmic Crisp, Featured News, Pink Lady America, PVM, Sunrise Magic

Proprietary Variety Management is an intellectual property management company that uses a consumer-centric approach to introduce and market new fruit varieties to the world.  Our largest project is the commercial launch of the Cosmic Crisp® which was introduced in the US market in 2019.  To read more about Cosmic Crisp® and other varieties we manage, read the article in Fresh Plaza

 

 

Cosmic cousin still growing

by | Jan 22, 2021 | Featured News, Sunrise Magic

Good Fruit Grower magazine’s Ross Courtney shares the latest figures and projections for Washington State University’s first apple release, WA 2,  marketed by Proprietary Variety Management as Sunrise Magic®.  Interviews with Bennett Mayo of Mike and Brian’s Nursery and Kevin Brandt of PVM indicate slower but steady growth of the cultivar.

Read the article on the Good Fruit Grower site.

 

WSU’s WA 2 apple will be re-launched and marketed as Sunrise Magic®

by | Feb 14, 2019 | Featured News, Sunrise Magic

Washington State University’s WA 2 apple will be marketed as Sunrise Magic®, the university announced today. This is a re-launch of the apple, this time in partnership with Proprietary Variety Management. The goal is to give a more effective push to the variety, using consumer research and other techniques. The variety is a cross between Splendor and Gala.

Read More on GoodFruit.com

WASHINGTON APPLE GETS NAME – FINALLY

by | Apr 18, 2016 | Sunrise Magic

The First Apple Variety Released By Washington State University (WSU), ‘WA 2,’ Will Be Given The Brand Name ‘Sunrise Magic.’

WSU has launched a second release of ‘WA 2’ with a new commercial licensing and marketing program in partnership with Proprietary Variety Management (PVM). The name and marketing strategy are expected to give the apple the commercial momentum it needs to be commercially successful.

‘Sunrise Magic’ has been highly ranked in taste tests and among consumers. A cross between ‘Splendour’ and ‘Gala,’ the apple has an attractive pinkish-red blush with conspicuous lenticels. Consumers describe it as sweet with moderate acidity, making it perfect for fresh eating.

The apple is harvested about a week after ‘Cosmic Crisp,’ during ‘Red Delicious’ season, and stores exceptionally well. ‘Cosmic Crisp’ was the second apple releases by WSU, but was the first to be named.

Article by David Eddy, Growing Produce

WSU INTRODUCES ‘SUNRISE MAGIC’

by | Feb 17, 2016 | Sunrise Magic

WSU fruit breeders will name their latest variety of apple after a natural phenomenon: the sunrise.

The new partnership between WSU researchers and Proprietary Variety Management (PVM) expects to give the Sunrise Magic major commercial success.

PVM is an organization that helps fruit-breeding teams assimilate their new varieties into the marketplace through marketing operations.

Cristy Warnock, operations manager at PVM, coordinated and observed two focus groups in Spokane and Seattle. The light, blush color reminded participants of a pleasant sunrise at an orchard, Warnock said.

Article by Forrest Holt, The Daily Evergreen