Apple breeding programmes are currently in the middle of transition in terms of ownership and management. Until now most of them were funded by the public. Breeding took place by traditional methods since decades in a very sustainable way to develop better apple varieties. Today, increasing loss of national boundaries and globalisation, less interest by national bodies and institutions and rising cost levels for high tech breeding methods entire programmes are nowadays urged to look for new sustainable co- or self-financing business models in order to continue their work. The paper explains through financial calculations how risk can be split by all partners and how the supply chain can be developed further into a value chain by using a collective royalty system on trees and fruit, to add value to all market participants and to support the breeding efforts and to become sustainable through profitability. A leading shift of mindset requires the involvement of variety managers and companies who are coaching the whole process of introduction.