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
