With the variety name MN55 unlikely to gain much consumer interest, the University of Minnesota has trademarked the brand 'Rave' in a bid to draw attraction to the apple's exciting attributes like its crunchiness and juicy flavor.

Stemilt Growers holds the license to grow, pack, and market the apple in North America, and will also benefit from the Rave's unique position as the first apple to ripen in Washington State, coming off the tree in late July. 

"We are beyond excited about the chosen brand name of our newest star apple," Stemilt marketing director Robert Pepperl said in a release.

"The Rave™ apple has explosive flavor and with its early harvest timing and dessert qualities, it will reinvent the month of August for the apple category. We look forward to bringing small volumes of Rave™ apples to market in 2017."

The highest quality fruit from MN55 trees will go to market from Stemilt growers as Rave-trademarked apples beginning in summer 2017.

The variety's journey began in 1997 as a cross between the university's star cultivar Honeycrisp and an unreleased variety called MonArk.
In the release, Stemilt highlighted MN55 combined the flavor and quality attributes of Honeycrisp with MonArk’s ability to ripen early yet color well and maintain a crisp, juicy texture through the summer heat.

Stemilt said it believed the apples would be the next standout in the produce department.

Prior to the variety's release, the university conducted five to six years of testing across multiple U.S. locations, with Stemilt working on the brand name with the institution.

"Rave™ is a powerful brand name for apples, and one that we know will leave a lasting impression on consumers, especially after they bite into one," said University of Minnesota apple breeding program research scientist David Bedford.

"Rave™ joins our breeding program’s other success stories, Honeycrisp and SweeTango®, and helps us meet our goal of bringing excitement to consumers as they shop for apples."

Stemilt also brought a new apple brand, Piñata, to the marketplace in 2009, and also supplies the West Coast with the SweeTango apple.

"We are constantly seeking new apple varieties with flavors and qualities that will wow the consumer," Pepperl said.

"It’s all about building fruit fans of tomorrow, and Rave™ certainly has the ‘wow factor’ to do just that. We can’t wait to bring this phenomenal apple into stores next August."

Stemilt is now in the process of developing a logo and packaging for Rave and expects to unveil a look later this year.

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