From success to scale: Elliot Jones on building Australia’s next great apple program
Few stories better demonstrate the power of innovation and market development than the rise of Australia’s Bravo® and Soluna™ apple program.
At the 2026 APAL Industry Forum, Elliot Jones, General Manager of WA Farm Direct, will share the journey behind one of Australia’s most exciting proprietary apple success stories and explore what comes next as the program enters a new phase of international expansion.
His presentation, Bravo® & Soluna™: From Success to Scale – Building Australia’s Next Great Apple Program, will examine the key ingredients required to transform a promising variety into a globally recognised premium brand.
Originating from a Western Australian breeding program, Bravo® and Soluna™ have established strong momentum across domestic and international markets, including Asia, North America and the Middle East.
Most recently, the program achieved a significant milestone by becoming the first mainland Australian apples exported to China, opening new opportunities for future growth.
Elliot brings more than 25 years of experience across horticulture, international trade, fresh produce marketing and intellectual property commercialisation.
Prior to joining WA Farm Direct, he spent more than two decades with Costa Group, overseeing large-scale production operations and export programs serving more than 25 international markets.
His experience provides a unique perspective on what it takes to build successful proprietary fruit programs in an increasingly competitive global marketplace.
The session will explore critical elements including market access, brand development, grower investment, export strategy and long-term commercial planning.
For growers considering future variety decisions and market opportunities, the presentation offers valuable lessons on creating value through differentiation and strategic market development.
As international competition intensifies, Australia’s ability to develop and commercialise distinctive products will play an increasingly important role in maintaining competitiveness.
The Bravo® and Soluna™ story demonstrates how innovation, collaboration and long-term investment can create opportunities that extend far beyond traditional commodity markets.
Join us at the 2026 APAL Industry Forum
Learn how Australian innovation is creating new opportunities in global markets and hear from industry leaders driving growth across the horticulture sector.
Register now: https://www.eventbrite.com.au/e/apal-industry-forum-and-awards-for-excellence-2026-tickets-1980345805614
