Modi Apples will be gracing Coles supermarket shelves from this month, marking its official launch to Australian consumers.
Australian Modi Apples are grown in the Goulborn Valley, Victoria, and will this year be available during September and October.
The apples will be available through the Melbourne wholesale market and in Coles stores in Victoria from week commencing September 14 for two weeks and then in NSW Coles stores from the beginning of October.
“We’re really excited to bring the delicious Modi Apple to Australian consumers for the first time,” Rocky Varapodio, of Oakmoor Orchards, Ardmona, said.
“Modi Apple is unlike any other apple – it has an unforgettable crunch and a sweetness that makes it perfect for eating on its own or added to your favourite recipes.
“Modi Apple will definitely stand out on the shelf amongst other apples – its deep, rich, red colouring is unmissable. Australian consumers are in for a sweet treat with this Italian bellezza.”
Originally conceived by Italian apple Breeders in Ferrara, Italy, the unusual name comes from Amedeo Modigliani, an artist born in Livorno and affectionately known as Modi to his friends. Modigliani was famous for his portraits of women painted using intense red earth colours, just like those of the Modì Apple.
Matthew Crouch, marketing manager for Freshmax Australia, who are responsible for Modi Apple’s Australian launch said: “We’re delighted that Australian’s will now be able to enjoy the sweet and juicy taste of ModìTM Apple. Next month marks Modi’s official launch in Australia but shoppers will need to be quick as they’re only available for a short window of time this year. We’re confident that after one bite, consumers will be eagerly awaiting their return next year”.