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<br />{{User sandbox}}{{Sandbox-related templates}}<!-- EDIT BELOW THIS LINE -->{{Infobox cultivar
| name = ''MAIA-1'', 'EverCrisp'
| hybrid = [[Honeycrisp]] &times; '[[Fuji]]'
| cultivar = 'EverCrisp'
| origin = {{flagicon|America}} Pataksala, Ohio, 1998
| image = Page 5 apple - Golden Sweet, Talmon Sweet, Bailey Sweet, Sweet Bough.tiff
| genus = ''[[Malus]]''
| species = ''[[Malus pumila|M. pumila]]''
| image_caption = Illustrations by Alois Lunzer depicting apple cultivars Golden Sweet, Talmon Sweet, Bailey Sweet and Sweet Bough. (1909)
}}
= EverCrisp  =
'''EverCrisp''' is an American [[List of apple cultivars|apple cultivar]] developed by the Midwest Apple Improvement Association (MAIA).<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-04-17}}</ref> [[Trademark|Trademarked]] as EverCrisp, the MAIA-1 variety is a cross between two existing apple cultivars – the [[Honeycrisp]] and [[Fuji (apple)|Fuji]].<ref>{{Cite web|url=https://www.goodfruit.com/evercrisp-a-club-for-everyone/|title=EverCrisp: A club for everyone|last=Prengaman|first=Kate|website=Good Fruit Grower|language=en-US|access-date=2019-04-17}}</ref> Originally produced in [[Ohio]], EverCrsip has since expanded to apple-growing regions across the [[Midwestern United States|Midwest]] in [[Michigan]], [[Illinois]] and [[Indiana]], and in the [[Northeastern United States|Northeast]] in [[Pennsylvania]] and [[New York (state)|New York]].<ref>{{Cite web|url=https://evercrispapple.com/where-to-buy/|title=Where to Buy – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-12}}</ref> Since its public debut in late-2017, EverCrisp has been received positively by consumers, producers and distributors alike.  

== History ==

=== EverCrisp ===
Mitch Lynd of Lynd Fruit Farms in [[Pataskala, Ohio|Patakasla]], Ohio developed ''MAIA-1'' during 1998 and 1999.<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-12}}</ref> Lynd [[Pollination|pollinated]] and collected the pioneer seeds, Honeycrisp and Fuji, in 1998, [[Germination|germinated]] the first [[Seedling|seedlings]] in 1998-1999, and carried out much of the organisational work that enabled the seedlings to be disseminated to farmers for experimental [[Agriculture|cultivation]] and development.<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-12}}</ref> With the help of several apple-growers at Lynd’s request, the ''MAIA-1'' variety had the chance to grow and evolve in Midwestern soil. In 2007, the first tester seedlings began to fruit. The initial fruits were selected and evaluated through internal tastings. If successful, the fruit would advance to external tastings.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-27}}</ref> In late-2008, David Doud of Countryline Orchards in [[Roann, Indiana|Roann]], Indiana produced an ''MAIA-1'' apple from a test tree called MDD5-44.<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-12}}</ref> According to EverCrisp, Doud described ''MAIA-1'' as the “apple with the 21<sup>st</sup> century crunch” and thought “it was better than any other apple he was growing”<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-12}}</ref> ''MAIA-1'', soon to be trademarked as ''EverCrisp'', was the first fruit variety released by the MAIA.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-27}}</ref>

After almost 20 years of development, EverCrisp became publicly available for purchase and consumption in late-October 2017.<ref>{{Cite web|url=https://evercrispapple.com/where-to-buy/|title=Where to Buy – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-17}}</ref> According to the ''EverCrisp Apple'' website, EverCrisp is available from orchards across the Midwest and Northeast, grocery stores such as [[Lunds & Byerlys]] and [[Heinen's Fine Foods|Heinen’s Fine Foods]], and markets such as Greenmarket Framers Market in New York and Kissel Hill Fruit Farm & Market in Pennsylvania.<ref>{{Cite web|url=https://evercrispapple.com/where-to-buy/|title=Where to Buy – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-17}}</ref> As of October 2018, EverCrisp is grown in 350 orchards across 32 states.<ref>{{Cite web|url=http://www.freshplaza.com/article/2187569/us-apple-growers-planting-more-acreage-of-evercrisp-apples/|title=US apple growers planting more acreage of Evercrisp apples|last=Davis|first=Eric|date=2018-10-01|website=www.freshplaza.com|language=EN|archive-url=|archive-date=|access-date=2019-05-17}}</ref> The MAIA estimates they have planted more than 600,000 EverCrisp trees across the [[United States]] since the apple’s development.<ref>{{Cite web|url=https://www.goodfruit.com/evercrisp-a-club-for-everyone/|title=EverCrisp: A club for everyone|last=Prengaman|first=Kate|website=Good Fruit Grower|language=en-US|access-date=2019-05-17}}</ref>

EverCrisp is considered a “club apple” variety.<ref>{{Cite web|url=https://www.vox.com/culture/2016/10/6/13078268/honeycrisp-apple-explainer-club-apples|title=Honeycrisp was just the beginning: inside the quest to create the perfect apple|last=Abad-Santos|first=Alex|date=2016-10-06|website=Vox|access-date=2019-05-12}}</ref> This means that apple growers who want to breed, harvest, and sell EverCrisp are required to purchase a [[membership]] and [[license]].<ref>{{Cite web|url=https://www.vox.com/culture/2016/10/6/13078268/honeycrisp-apple-explainer-club-apples|title=Honeycrisp was just the beginning: inside the quest to create the perfect apple|last=Abad-Santos|first=Alex|date=2016-10-06|website=Vox|access-date=2019-05-12}}</ref> According to ''Good Fruit Grower'' magazine, EverCrisp growers need to purchase a USD$100 per year membership, a royalty fee of $1 per tree, trademark and logo fees of 20 cents per tree for four to ten years, and 30 cents per tree for eleven to twenty years.<ref>{{Cite web|url=https://www.goodfruit.com/evercrisp-a-club-for-everyone/|title=EverCrisp: A club for everyone|last=Prengaman|first=Kate|website=Good Fruit Grower|language=en-US|access-date=2019-05-14}}</ref> Bill Dodd, the president of the MAIA, released a statement on the MAIA’s website in 2014 assuring that “no one will be excluded” from buying into the EverCrisp club.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-evercrisp.htm|title=Tasty EverCrisp Apples,Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-16}}</ref> “We’re not going to limit who has access,” Dodd said.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-evercrisp.htm|title=Tasty EverCrisp Apples,Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-16}}</ref>  

=== Midwest Apple Improvement Association (MAIA) ===
The Midwest Apple Improvement Association (MAIA) is an organisation founded by apple-growers Mitch Lynd and Ed Fackler in the mid-1990’s.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-12}}</ref> Although the MAIA is an independent organisation, it is advised by Dr. Diane Miller at [[Ohio State University]].<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-22}}</ref> According to The MAIA, the organisation grew out of a need for apple cultivars that were both suited to the [[climate]] and harvesting challenges of the Midwest.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-12}}</ref> The MAIA's membership were looking for a later and longer-harvesting-period fruit than the Honeycrisp, suitable for growing in the central and southern Midwest. Approximately 50 apple-growers in the Midwestern region [[Pledge|pledged]] to commit USD$100 per year for 15 years toward crossbreeding and growing new apple varieties on their independent [[Orchard|orchards]].<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-16}}</ref> During MAIA’s first breeding year, beginning in the spring of 1997, 5300 seedlings were developed and grown through crossbreeding existing apple cultivars as GoldRush, [[Sweet Sixteen (apple)|Sweet Sixteen]], Crimson Crisp, HoneyCrisp, Fuji, and [[Golden Delicious]].<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-16}}</ref> The MAIA estimates over 50,000 seedlings have been distributed to MAIA members since the organisations inception over two decades ago.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-about.htm|title=About Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-27}}</ref>

On the back of EverCrisp’s success, the MAIA released two new apple varieties in early-2017, ‘Crunch-A-Bunch’ and ‘Bakers Delight’.<ref>{{Cite web|url=https://www.growingproduce.com/fruits/apples-pears/midwest-apple-improvement-association-breeds-fruit-for-the-modern-consumer/|title=Midwest Apple Improvement Association Breeds Fruit for the Modern Consumer|last=Herrick|first=Christina|date=2017-11-20|website=Growing Produce|language=en-US|access-date=2019-05-16}}</ref> According to ''Growing Produce'' magazine, the new cultivars formally known as MAIA-11 and MAIA-12 were designed not only for commercial growers but for apple [[Hobby|hobbyists]] and “backyard growers” too.<ref>{{Cite web|url=https://www.goodfruit.com/lots-of-new-apples-coming-to-market/|title=Lots of new apples coming to market|last=Mertz|first=Leslie|website=Good Fruit Grower|language=en-US|access-date=2019-05-16}}</ref><ref>{{Cite web|url=https://www.growingproduce.com/fruits/apples-pears/midwest-apple-improvement-association-breeds-fruit-for-the-modern-consumer/|title=Midwest Apple Improvement Association Breeds Fruit for the Modern Consumer|last=Herrick|first=Christina|date=2017-11-20|website=Growing Produce|language=en-US|access-date=2019-05-16}}</ref> The varieties are sold and distributed exclusively by [[Gurney's Seed and Nursery Company|Gurney’s Seed and Nursery Company]], mail delivering the new MAIA seeds to home apple-growers throughout the US, and through Early Morning and Wafler Nurseries for commercial orchardists.<ref>{{Cite web|url=https://www.growingproduce.com/fruits/apples-pears/two-maia-releases-available-for-growers-hobbyists/|title=Two MAIA Releases Available for Growers, Hobbyists|last=Herrick|first=Christina|date=2017-03-25|website=Growing Produce|language=en-US|access-date=2019-05-16}}</ref> According to ''Growing Produce'', both varieties offer unique flavour profiles and disease, browning and pest resistance.<ref>{{Cite web|url=https://www.growingproduce.com/fruits/apples-pears/two-maia-releases-available-for-growers-hobbyists/|title=Two MAIA Releases Available for Growers, Hobbyists|last=Herrick|first=Christina|date=2017-03-25|website=Growing Produce|language=en-US|access-date=2019-05-16}}</ref>

In 2018 Bill Dodd, president of the MAIA, estimated that 70,000 to 80,000 [[Bushel|bushels]] (a bushel holds approximately 125 medium apples) were to come from the 700,000 apple-trees MAIA have planted since the organisations inception.<ref>{{Cite web|url=http://www.ozy.com/fast-forward/forget-red-delicious-the-new-wave-of-apple-varieties-is-here/90620|title=New Wave Varieties Upset the Apple Cart|last=Miltner|first=Olivia|website=OZY|language=en|access-date=2019-05-16}}</ref><ref>{{Cite web|url=https://www.thespruceeats.com/how-much-is-a-bushel-1389308|title=Here's How Much You'll Get If You Buy a Bushel|last=Huffstetler|first=Erin|date=|website=The Spruce Eats|language=en|archive-url=|archive-date=|access-date=2019-05-16}}</ref> According to [[Ozy (magazine)|''OZY'' magazine]], Dodd predicts that one million apple trees will have been planted under the MAIA by 2020.<ref>{{Cite web|url=http://www.ozy.com/fast-forward/forget-red-delicious-the-new-wave-of-apple-varieties-is-here/90620|title=New Wave Varieties Upset the Apple Cart|last=Miltner|first=Olivia|website=OZY|language=en|access-date=2019-05-16}}</ref> “One of our goals for our breeding program is to have a full [[season]] of varieties,” Dodd stated in an interview with ''Growing Produce'' magazine in late-2017.<ref>{{Cite web|url=https://www.growingproduce.com/fruits/apples-pears/midwest-apple-improvement-association-breeds-fruit-for-the-modern-consumer/|title=Midwest Apple Improvement Association Breeds Fruit for the Modern Consumer|last=Herrick|first=Christina|date=2017-11-20|website=Growing Produce|language=en-US|access-date=2019-05-16}}</ref> According to ''OZY'', these new trademarked apple varieties, ‘Summerset’, ‘Rosalee’, ‘Sweet Zinger’ and ‘Ludacrisp’, are set to be released by 2021.<ref>{{Cite web|url=http://www.ozy.com/fast-forward/forget-red-delicious-the-new-wave-of-apple-varieties-is-here/90620|title=New Wave Varieties Upset the Apple Cart|last=Miltner|first=Olivia|website=OZY|language=en|access-date=2019-05-16}}</ref> In the next two to three years, the MAIA expect to have early, midseason, and late-season apple varieties available to the public through orchards, nurseries, independent groceries, and grocery-chains. As of early-2018, the MAIA had more than 450 members worldwide.<ref>{{Cite web|url=https://fruitgrowersnews.com/news/retail-debut-evercrisp-earning-early-fans/|title=Retail debut of EverCrisp earning 'early fans'|website=Fruit Growers News|language=en-US|access-date=2019-05-27}}</ref>
=== Designer Fruit ===
[[File:Cosmic Crisp.jpg|thumb|Designer apple variety WA 38, trademarked as [[Cosmic Crisp]]. (2016) |alt=]]
In an article titled ‘New Wave Varieties Upset the Apple Cart’, ''OZY'' magazine reported in December 2018 that “EverCrisp is among a slew of new commercial [apple] varieties,” that are not only “juicy, crunchy and flavourful, [but] can be stored longer and have a higher disease resistance”.<ref>{{Cite web|url=http://www.ozy.com/fast-forward/forget-red-delicious-the-new-wave-of-apple-varieties-is-here/90620|title=New Wave Varieties Upset the Apple Cart|last=Miltner|first=Olivia|website=OZY|language=en|access-date=2019-05-17}}</ref> EverCrisp is firmly within what has been referred to by [[Quartz (magazine)|''Quartzy'' magazine]] as the “designer fruit era".<ref>{{Cite web|url=https://qz.com/quartzy/1127928/whats-the-best-new-apple-the-cosmic-crunch-golden-arctic-and-kissabel-are-competing-for-the-crown/|title=This autumn's apples mark the beginning of the designer fruit era|last=Griffin|first=Annaliese|date=2017-11-15|website=Quartzy|language=en|archive-url=|archive-date=|access-date=2019-05-17}}</ref> Among other successful designer apples as [[Cosmic Crisp]], [[SweeTango]] and [[Zestar apple|Zestar]], EverCrisp is part of a new generation of apple cultivars that are “more delicious, beautiful, convenient for eaters and more productive for growers,"<ref>{{Cite web|url=https://qz.com/quartzy/1127928/whats-the-best-new-apple-the-cosmic-crunch-golden-arctic-and-kissabel-are-competing-for-the-crown/|title=This autumn's apples mark the beginning of the designer fruit era|last=Griffin|first=Annaliese|date=2017-11-15|website=Quartzy|language=en|archive-url=|archive-date=|access-date=2019-05-17}}</ref> 

According to ''OZY'', consumer demand for better quality produce and a wider variety of cultivars are the central forces driving the expanding market of designer apples in the U.S.<ref>{{Cite web|url=http://www.ozy.com/fast-forward/forget-red-delicious-the-new-wave-of-apple-varieties-is-here/90620|title=New Wave Varieties Upset the Apple Cart|last=Miltner|first=Olivia|website=OZY|language=en|access-date=2019-05-17}}</ref> According to ''[[Vox Media|Vox]]'', apple breeders are certainly listening. Organisations such as the MAIA are working hard to meet [[Demand|consumer demand]] by releasing new apples, each with their own nuances.<ref>{{Cite web|url=https://www.vox.com/culture/2016/10/6/13078268/honeycrisp-apple-explainer-club-apples|title=Honeycrisp was just the beginning: inside the quest to create the perfect apple|last=Abad-Santos|first=Alex|date=2016-10-06|website=Vox|access-date=2019-05-17}}</ref> ''Vox'' reports that there’s an apple for everyone; some look better than others, some are anti-browning, some are crunchier, warmer, cooler, sweeter or more tart.<ref>{{Cite web|url=https://www.vox.com/culture/2016/10/6/13078268/honeycrisp-apple-explainer-club-apples|title=Honeycrisp was just the beginning: inside the quest to create the perfect apple|last=Abad-Santos|first=Alex|date=2016-10-06|website=Vox|access-date=2019-05-17}}</ref>

According to ''Quartzy'', this wave of new designer cultivars have the potential to trump old favourites such as [[Red Delicious]], [[Granny Smith]], [[McIntosh (apple)|McIntosh]] and Honeycrisp.<ref>{{Cite web|url=https://qz.com/quartzy/1127928/whats-the-best-new-apple-the-cosmic-crunch-golden-arctic-and-kissabel-are-competing-for-the-crown/|title=This autumn's apples mark the beginning of the designer fruit era|last=Griffin|first=Annaliese|date=2017-11-15|website=Quartzy|language=en|archive-url=|archive-date=|access-date=2019-05-17}}</ref><ref>{{Cite web|url=https://www.thepacker.com/article/whats-name-lot-when-it-comes-2019-apples|title=What's in a name? A lot, when it comes to 2019 apples|last=Sowder|first=Amy|date=|website=Packer|language=en|archive-url=|archive-date=|access-date=2019-05-24}}</ref>''OZY'' too is aware of this trend, reporting that if institutions such as the MAIA and [[Washington State University]] continue to release new apple varieties and the steady rate of apple consumption in the U.S. endures, older apple varieties will eventually be displaced.<ref>{{Cite web|url=http://www.ozy.com/fast-forward/forget-red-delicious-the-new-wave-of-apple-varieties-is-here/90620|title=New Wave Varieties Upset the Apple Cart|last=Miltner|first=Olivia|website=OZY|language=en|access-date=2019-05-17}}</ref>

Beyond the apple itself, [[marketing]] has been an important factor in the success of club apples such as EverCrisp and Cosmic Crisp. According to [[The Packer|''The Packer'' magazine]], Rena Montedoro, vice president of sales and marketing for Crunch Time Apple Growers, said, “the names of apples influence the consumer. They speak to each apple,"<ref>{{Cite web|url=https://www.thepacker.com/article/whats-name-lot-when-it-comes-2019-apples|title=What's in a name? A lot, when it comes to 2019 apples|last=Sowder|first=Amy|date=|website=Packer|language=en|archive-url=|archive-date=|access-date=2019-05-17}}</ref> EverCrisp is marketed as the apple whose "name says it all".<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-24}}</ref> The ''EverCrisp Apple'' website claims that EverCrisp is a "durable apple [that] maintains sweetness and firmness like no other."<ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-24}}</ref> Although marketing campaigns for independent [[Patent|patented]] fruit varieties are a relatively new phenomenon, trademarked apple cultivars such as [[Cosmic Crisp]] are already experiencing success.<ref>{{Cite web|url=https://www.vox.com/culture/2016/10/6/13078268/honeycrisp-apple-explainer-club-apples|title=Honeycrisp was just the beginning: inside the quest to create the perfect apple|last=Abad-Santos|first=Alex|date=2016-10-06|website=Vox|access-date=2019-05-24}}</ref> In late-2018 Proprietary Variety Management (PVM) and [[Washington State University]] (WSU) partnered together to launch a USD$10 million marketing and branding campaign for Cosmic Crisp called "imagine the possibilities".<ref>{{Cite web|url=https://www.producemarketguide.com/article/cosmic-crisp-apples-launch-10-million-campaign|title=Cosmic Crisp apples to launch with $10 million campaign {{!}} Produce Market Guide|last=Koger|first=Chris|date=|website=www.producemarketguide.com|archive-url=|archive-date=|access-date=2019-05-24}}</ref> According to Seattle magazine, Cosmic Crisp's marketing campaign is heavily focused on [[consumer research]].<ref>{{Cite web|url=https://www.seattlemag.com/news-and-features/next-big-apple-variety-was-bred-deliciousness-washington|title=The Next Big Apple Variety Was Bred for Deliciousness in Washington|last=Baker|first=M. Sharon|date=2017-11-24|website=Seattle Magazine|language=en|archive-url=|archive-date=|access-date=2019-05-24}}</ref> Through think taste tests and [[Focus group|focus groups]], Cosmic Crisp has been able to generate significant "buzz" before it has even hit the shelf.<ref>{{Cite web|url=https://www.vox.com/culture/2016/10/6/13078268/honeycrisp-apple-explainer-club-apples|title=Honeycrisp was just the beginning: inside the quest to create the perfect apple|last=Abad-Santos|first=Alex|date=2016-10-06|website=Vox|access-date=2019-05-24}}</ref> According to a ''Quartzy'' article in late-2017, Washington State has planted more than 12 million Cosmic Crisp trees in preparation for its debut.<ref>{{Cite web|url=https://qz.com/quartzy/1127928/whats-the-best-new-apple-the-cosmic-crunch-golden-arctic-and-kissabel-are-competing-for-the-crown/|title=This autumn's apples mark the beginning of the designer fruit era|last=Griffin|first=Annaliese|date=|website=Quartzy|language=en|archive-url=|archive-date=|access-date=2019-05-25}}</ref> Cosmic Crisp is expected to be publicly available by late-2019.<ref>{{Cite web|url=https://www.producemarketguide.com/article/cosmic-crisp-apples-launch-10-million-campaign|title=Cosmic Crisp apples to launch with $10 million campaign {{!}} Produce Market Guide|last=Koger|first=Chris|date=|website=www.producemarketguide.com|archive-url=|archive-date=|access-date=2019-05-24}}</ref>   
{{See also|Cosmic Crisp|SweeTango|Zestar apple|MN55 (apple)|Arctic Apples}}

== Cultivation ==
[[File:SweeTango apples harvested 2010.jpg|thumb|Trademarked apple [[SweeTango]] being harvested. (2010)]]EverCrisp is a late-season apple, ripening in mid-October and harvested in October to November depending on the region. 

On David Doud's orchard in north-central [[Indiana]], EverCrisp is ripe between October 10 to October 15. Doud states that EverCrisp can be harvested with no complications for three weekends in October. In northern Indiana, EverCrisp has exhibited watercore if left to hang on the tree till November.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-evercrisp.htm|title=Tasty EverCrisp Apples,Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-27}}</ref> 

Co-founder of the MAIA Mitch Lynd says that EverCrisp is "more grower friendly," than the Fuji apple. Unlike Fuji, a variety that typically produces more trees than fruit, EverCrisp produces more apples than trees.<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-evercrisp.htm|title=Tasty EverCrisp Apples,Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-27}}</ref> 
== Appearance and Flavour ==
According to ''EverCrisp Apple'', the MAIA-1 variety is [[Sweetness|sweet]], crisp, firm and dense just like it's parent cultivar Honeycrisp.<ref>{{Cite web|url=https://evercrispapple.com/taste/|title=Taste – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-24}}</ref> Director for floral and produce at [[Tops Friendly Markets]], Jeff Cady, describes  EverCrisp to have a strong HoneyCrisp flavour with a distinct Fuji-like tang.<ref>{{Cite web|url=http://www.producenews.com/the-produce-news-today-s-headlines/26229-evercrisp-fits-retailers-need-for-unique-winter-apple|title=EverCrisp fits retailers' need for unique winter apple|website=The Produce News - Covering fresh produce around the globe since 1897.|language=en|access-date=2019-05-24}}</ref> A panel of taste-testers at ''[[Bloomberg News|Bloomberg]]'' said EverCrisp had an "in-your-face [[Candy apple|candied-apple]] sweetness, with a background tang and monstrous crunch."<ref>{{Cite news|url=https://www.bloomberg.com/news/features/2018-12-14/the-search-for-the-next-honeycrisp-apple|title=The Search for the Next Honeycrisp Apple|last=Krader|first=Kate|date=2018-12-14|work=|access-date=2019-05-24|language=en}}</ref>  

''EverCrisp'' describes the appearance of their MAIA-1 variety as a "blushed rosey red over a cream background."<ref>{{Cite web|url=https://evercrispapple.com/taste/|title=Taste – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-24}}</ref> ''Growing Produce'' notes that while EverCrisp has a texture similar to Honeycrisp, its external shape and appearance most resembles the Fuji apple.<ref>{{Cite web|url=https://www.growingproduce.com/fruits/apples-pears/new-apple-variety-makes-its-debut/|title=New Apple Variety Makes Its Debut|last=|first=|date=2013-01-23|website=Growing Produce|language=en-US|archive-url=|archive-date=|access-date=2019-05-24}}</ref> The MAIA states EverCrisp has a "slightly harder" exterior than Honeycrisp. In a [[press release]] from ''EverCrisp Apple,'' Dave Rennhack of Rannhack Orchards Market testified to EverCrisp's capacity to store well. “The apple eats even better after two or three months in the cooler," said Dave. "The flavour mellows out a bit and the coloration turns from an underlying green cast to pineapple gold, making the apple very appealing.”<ref>{{Cite web|url=https://evercrispapple.com/evercrisp-wins-in-michigan/|title=EverCrisp Wins in Michigan – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-24}}</ref> Bill Dodd, president of the MAIA, said EverCrisp has the storability of Fuji with the lasting crunch of Honeycrisp. "EverCrisp can last on the counter for two weeks where the Honeycrisp will start losing quality," said Dodd.<ref>{{Cite web|url=https://www.cleveland.com/cooking/2017/10/like_honeycrisp_check_out_next.html|title=Like Honeycrisp? Check out next generation EverCrisp apple|last=Snook|first=Debbi|date=2017-10-18|website=cleveland.com|language=en-US|access-date=2019-05-25}}</ref>

== Reception ==
According to U.S. media sources, EverCrisp has been largely well-received by apple orchardists in the Midwest. In an interview with ''Good Fruit Grower'' magazine, Bear Mountain Orchards owner John Lott expressed his opinion regarding the MAIA’s management of EverCrisp. “It’s being marketed as a variety by growers at every level,” Lott said, “[It's] not branded in a box like most club varieties.”<ref>{{Cite web|url=https://www.goodfruit.com/evercrisp-a-club-for-everyone/|title=EverCrisp: A club for everyone|last=Prengaman|first=Kate|website=Good Fruit Grower|language=en-US|access-date=2019-05-22}}</ref> Bruce Hollabaugh, wholesale apple distributor in Pennsylvania, commends the MAIA's approach to managing EverCrisp as an inclusive club apple. "It's refreshing to see guys like us, a grassroots organisation of growers, that's trying to make apples better for the right reasons."<ref>{{Cite web|url=https://www.goodfruit.com/evercrisp-a-club-for-everyone/|title=EverCrisp: A club for everyone|last=Prengaman|first=Kate|website=Good Fruit Grower|language=en-US|access-date=2019-05-25}}</ref> In late-2018, Brain Garwood of Garwood Orchards said “EverCrisp is a great apple for us as it continues to bring people to the orchard,"<ref>{{Cite web|url=http://www.freshplaza.com/article/2187569/us-apple-growers-planting-more-acreage-of-evercrisp-apples/|title=US apple growers planting more acreage of Evercrisp apples|last=Davis|first=Eric|date=|website=www.freshplaza.com|language=EN|archive-url=|archive-date=|access-date=2019-05-22}}</ref> Promoters say EverCrisp is enjoying a rapid increase in activity among fruit farmers, partly because the fruit is said to lack the problems of thin skin and tree disease susceptibility that are alleged to plague the popular Honeycrisp parent.<ref>{{Cite web|url=https://www.cleveland.com/cooking/2017/10/like_honeycrisp_check_out_next.html|title=Like Honeycrisp? Check out next generation EverCrisp apple|last=Snook|first=Debbi|date=2017-10-18|website=cleveland.com|language=en-US|access-date=2019-05-22}}</ref><ref>{{Cite web|url=https://evercrispapple.com/about-evercrisp/|title=About EverCrisp® Apples – EverCrisp® Apples|last=|first=|date=|website=|language=en-US|archive-url=|archive-date=|access-date=2019-05-22}}</ref>

According to U.S. media sources, this positive sentiment has followed through with independent and wholesale distributors. In an interview with ''The Produce News'' in March 2019, Ward Dobbins of United Apple Sales said EverCrisp's quality has gotten "even stronger as [the] trees mature." Dobbins says this has enabled him to "work closely with retail partners in providing supply assurance to give them a true apple advantage late in the season."<ref>{{Cite web|url=http://www.producenews.com/the-produce-news-today-s-headlines/26229-evercrisp-fits-retailers-need-for-unique-winter-apple|title=EverCrisp fits retailers' need for unique winter apple|website=The Produce News - Covering fresh produce around the globe since 1897.|language=en|access-date=2019-05-25}}</ref> Vinnie Latessa, director of produce for [[Heinen's Fine Foods|Heinen's Grocery Store]], says that "EverCrisp is rivaling sales of Honeycrisp [and is] a close second in our lineup of apples from a sales and volume standpoint."<ref>{{Cite web|url=http://www.freshplaza.com/article/2187569/us-apple-growers-planting-more-acreage-of-evercrisp-apples/|title=US apple growers planting more acreage of Evercrisp apples|last=Davis|first=Eric|date=|website=www.freshplaza.com|language=EN|archive-url=|archive-date=|access-date=2019-05-25}}</ref> Scott Swindeman, co-owner of Applewood Orchards in [[Michigan]], said that his supply of fruit from EverCrisp trees has increased by approximately 25 percent since his harvest in 2017.<ref>{{Cite web|url=http://www.freshplaza.com/article/9040627/supply-doubles-for-evercrisp-apple-as-2018-19-season-arrives/|title=Supply doubles for EverCrisp apple as 2018-19 season arrives|last=Zessin|first=Amanda|date=|website=www.freshplaza.com|language=EN|archive-url=|archive-date=|access-date=2019-05-25}}</ref> 

According to a consumer study conducted in November 2010 by Diane Miller, tree fruit Extension specialist at [[Ohio State University]], EverCrisp "rated higher than Fuji and [[Cameo (apple)|Cameo]] and was equivalent to Honeycrisp and [[SweeTango]]."<ref>{{Cite web|url=http://www.midwestapple.com/midwest-apple-improvement-association-evercrisp.htm|title=Tasty EverCrisp Apples,Midwest Apple Improvement Association, M.A.I.A.|website=www.midwestapple.com|access-date=2019-05-27}}</ref> The MAIA is optimistic that "once people try EverCrisp, they will come back for more."<ref>{{Cite web|url=http://www.freshplaza.com/article/9040627/supply-doubles-for-evercrisp-apple-as-2018-19-season-arrives/|title=Supply doubles for EverCrisp apple as 2018-19 season arrives|last=Zessin|first=Amanda|date=|website=www.freshplaza.com|language=EN|archive-url=|archive-date=|access-date=2019-05-25}}</ref>  

== References ==