It's not what's on the outside that matters most, it's what's on the inside that counts.
That is the message of a new campaign, Hailstorm Heroes, which is targeting shoppers across the state.
South Australian apple crops were hit by a severe hailstorm in November, and in a bid to help growers the State Government is providing $60,000 in funds to encourage consumers to buy the fruit.
Primary Industries Minister Tim Whetstone wants shoppers to rally around the apple industry.
"As apples hit supermarket shelves this week it is important consumers understand that while there may be small hail marks on the skin, it is still sweet, juicy and delicious on the inside," Mr Whetstone said.
"I'm encouraging all South Australians to buy a bag of 'Hailstorm Heroes' apples from your local supermarket or independent retailer and show your support for our growers who have been impacted by hail for the second year running."
Apple and Pear Growers Association of SA chief executive Susie Green said it was important to support the industry, which was worth $63.5 million to the state's economy.
"South Australians purchased more than 1000 tonnes of fruit through the 'Hailstorm Heroes' campaign last year helping growers salvage returns from their crop and this year it's even more important to support local growers," Ms Green said.
Hailstorm Heroes packs will be available from Coles, Foodland, IGA and selected greengrocers, and will be a part of the Woolworths Odd Bunch range.