They have introduced minimum maturity standards in a bid to stop consumers from biting into bad apples.

A 2017 survey by independent consumer group CHOICE found apples — more than any other fruit or vegetable — frequently disappointed buyers in terms of flavour, quality and freshness.

For the apple industry, which has been struggling against increased competition for fresh fruit, this is costly and WA growers want it to end.

'It only takes one apple' The measures are being driven by Pomme West, the state's industry body for apples and pear production.

Chairman and apple grower Harvey Giblett said it only took "one apple" to get a bad reputation.

"People always remember the bad experience and the good experience is really an expectation," he said.

"Research tells us that if a consumer has a bad experience with a piece of fruit it's generally six weeks before they go back and try another one.
"It's an enormous [cost to industry]."

What's going wrong?
For commercially grown apples to stay fresh, they are harvested just before they reach full maturity, sprayed with a gas called methylcyclopropene (MCP) and then kept in cool-storage.

Treating the apple with MCP slows down the natural ripening process caused by the plant hormone ethylene.

The earlier an apple is picked, the longer it can be stored.

Storing an apple in a cool, controlled atmosphere also slows down its ripening process.

In some cases, apples can be stored for up to 10 months before hitting the shelves.

With that in mind, Mr Giblett said it was important to make sure apples were harvested at the right time so storage methods were effective.

"It's easy to get blasé about maturity testing and just think 'it looks OK, it should be alright' but we have to better on that," he said.
"We have to make sure that we know that they're all OK by doing proper maturity testing and we don't harvest before the minimum or past the ultimate time."

As a part of the new measures, all growers must test their apples prior to harvest to make sure they adhere to accepted levels of firmness, starch and sugar.

Random testing at the Canning Vale Markets, Perth's major wholesale fruit and vegetable marketer, will also be conducted as well as educational workshops for growers.

The pick of the bunch
The apple industry is not the first industry to introduce measures like this to improve quality.

Australian grape and citrus industries have also taken measures to create minimum maturity standard — something that has been recognised as a "game changer" for both industries.

Citrus Australia's quality and market information officer, Mara Milner, said it has had great results so far.

"It has strengthened consumer trust," she said.

"One of the major supermarket chains is of the firm view that strong sales, repeat purchases, and category growth are directly linked to the development and implementation of the Australian Citrus Quality Standards."

At the moment, the minimum standards for the apple industry are self-regulated, but Mr Giblett said he hoped they would still prove to be effective.

He said if floury apples were to be gone for good, however, retailers and consumers would also need to do their part in storing the apples properly.