Bravo! New apple grown in WA

A new apple product is about to hit the streets, but unlike a phone or tablet this one is sweet, crunchy and a rich burgundy colour.

The Bravo apple, grown in Western Australia, is so good it almost made fruit producer Mario Casotti want to cry.

"We've been waiting a long time for something so exciting to come along and rejuvenate the industry because it is fairly flat at the moment," he told reporters on Wednesday.

"There won't be much fruit this year. Next year, there will be a lot more fruit around."

Mr Casotti believes the apple will be bigger than the Pink Lady when it hits shelves at select premium outlets later this month and in supermarkets in coming seasons.

He said the apple was easy to produce and pick, stored and travelled well, and did not bruise.

Agriculture Minister Dean Nalder said it was a "true blue" WA product that came from the same breeding program as the Pink Lady.

"We sit at the forefront of an opportunity to open up export markets all around the world and particularly up into Asia where we're seeing a mass migration from rural communities to urban communities and the need for quality, safe food from Western Australia has never been stronger," he said.

The Bravo apple will be protected under Australian plant breeder rights and in markets overseas so the intellectual property remains secure in the hands of the WA government.

The apple was developed in Manjimup by the Department of Agriculture and Food WA as part of the Australian National Apple Breeding Program.