NZ exporters and technology providers play a key role in Asia’s fresh produce trade, as their presence at the Hong Kong show demonstrates
Seeka
Major New Zealand-headquartered grower-marketer, Seeka, is set to market its new red Nashi pear at this year’s Asia Fruit Logistica ahead of its commercial launch in 2025. The red-skinned variety has a crisp, juicy and crunchy texture and an appealing taste profile, according to Seeka. Alongside the new red Nashi offering, Seeka will also showcase its green kiwifruit, other Nashi varieties, fresh jujube and newly developed dried jujube. “The season for fresh jujube is relatively short,” says Seeka Australia sales manager, Cameron Carter. “So, it made sense to lengthen the season by drying the fruit as this is how it is commonly consumed in Asia.” The company says the addition of the red Nashi variety and dried jujube will bolster its fruit range, enabling the company to supply high-quality, Australian-grown fruit throughout most of the year.
Freshmax Group
Global fresh produce business, Freshmax Group, and its subsidiaries Valleyfresh, Innovar and Berry Co. will emphasise its cool chain distribution and export marketing services at this year’s Asia Fruit Logistica. “We really like to use our stand as a meeting place for customers and suppliers to get together and talk about past successes, iron out issues and talk about the future and opportunities ahead,” says director, Ryan Smith. The company will also highlight its Tangold mandarins and Berry Co ‘Royal Blue’ blueberry offering. “We promote these two products specifically during Asia Fruit Logistica in September because they happen to be in season during this time,” Smith says.
Golden Bay Fruit
Golden Bay Fruit will show off its range of premium New Zealand apples including exclusive IP varieties Cherish, Miranda, Sassy and Posh as well as PiqaBoo pears at this year’s exhibition. The marketer will also feature its new branding for Miranda which includes a bespoke card tube that has taken off in China. “It’s a yellow-green apple, surprisingly sweet, making it really stand out among the predominantly red apple category (in Asia),” says marketing director, Eleni Hogg. Golden Bray Fruit has been actively investing in its IP varieties with more than 150 containers set to come online this season from varieties including Cherish, Sassy and Miranda. It will also welcome the first commercial-scale shipments of Posh. Volumes will continue to increase substantially as more trees come into production with 100,000 new trees planted each year, according to Hogg.
Cherri Global
Cherri Global returns to Asia Fruit Logistica to meet new and existing partners ahead of an upcoming bumper crop. The New Zealand cherry grower is expecting to double its harvested volume with a forecasted volume exceeding 1,000 tonnes this season. Alongside production growth, the company is set to roll out more rain covers for crop security, new and improved packaging options and an updated marketing strategy. “Our growth and crop protection measures pose an exciting opportunity for us and our customers whereby we can be their one-stop-shop for New Zealand cherry supply because we have much greater volume,” says Peter Marshall, general manager sales and marketing.
Prevar
Prevar will be based at the New Zealand pavilion for this year’s Asia Fruit Logistica in support of its industry partners who will showcase Prevar-licensed IP apple and pear varieties including Cherish, Dazzle, PiqaBoo, Rockit, Sassy and Posh. Prevar is celebrating its 20th anniversary in 2024. The company says it is very proud of the strong portfolio of varieties it has developed in that time and is excited to continue driving the future of fruit innovation for the next 20-year horizon. The bright-red PiqaBoo pear is one offering that is increasingly capturing the attention of the Asia market, with volumes increasing year by year, and licensees eager to continue developing new destinations for the pear variety. Within Asia, PiqaBoo is being sold in China, Hong Kong, Singapore as well as building a loyal following on the New Zealand market. “There is an exciting future ahead for the Piqa brand, with our hero Red Piqa pear an absolute star and consumer favourite, and many other exciting new interspecific pears coming through the Plant & Food Research pear breeding programme,” says Prevar brand manager Amanda Lyon.
Rockit
Rockit will be showcasing its multi-SKU strategy this year which includes the hero (4/5 piece tubes) and convenience packs (2/3 piece tubes), along with the new family, shuttle and gift packs. “With record volumes of Rockit apples arriving in global markets, we’re excited to be collaborating with Universal and DreamWorks Animation on Kung Fu Panda, while establishing new distribution into new channels to help drive demand,” says Mark Pay, general manager global sales. “We’re also looking forward to meeting with key retailers, both national key account retailers and strong small regional retailers – and, of course, the distributors who make all this happen – as we gear up for our strongest season yet,” Pay says.
Integrow Marketing
New Zealand-owned procurement and marketing company, Integrow Marketing, will celebrate 25 years in exporting this year. The company markets New Zealand-grown fruits and vegetables, including apples, onions, PiqaBoo pears and squash predominantly into Asia and Europe and has recently added cherries to its offering. Managing director, Phil Bird, says sales volumes are in excess of 35,000 tonnes of produce per year. “Over the last 25 years we have serviced an extensive range of New Zealand growers and international customers, continuously developing new markets,” says Bird. “We look forward to meeting our customers, catching up and planning together for the future.”
T&G Global
T&G Global will this year attend Asia Fruit Logistica as part of the BayWa Global Produce family. The producer-exporter will present its premium apple portfolio, including its Envy and Jazz apple brands. Envy apples continue to be a standout performer in the premium apples space, with T&G reporting it was the most consumed apple brand in Thailand in 2023. “Consumers and customers seek out the apple for its sweet, crisp and crunchy taste and distinctive bright red colour,” says Shane Kingston, T&G director international sales and marketing. “Jazz apples are also loved around the world for their tangy-sweet flavour and refreshing taste profile.” The New Zealand-grown season is in full swing across Asia for both Jazz and Envy.
Kiwi Crunch
New Zealand pipfruit grower-packer-exporter Kiwi Crunch will exhibit some of its key varieties at this year’s Asia Fruit Logistica. “We are excited to showcase some of our key varieties and connect, with new and existing customers to share our Kiwi Crunch story,” says Sophie Hughes, brand manager. The company exports its fruit to more than 30 countries around the world, with a key focus on China, Vietnam, and Taiwan. “We aim to provide families globally with premium pipfruit known for its quality, crunch, and taste,” Hughes says. “Looking ahead, we are committed to scaling our growth and continuing to build strong customer relationships.”
