NZ apple-industry body Pipfruit New Zealand is fighting back to recover lost ground on international markets with the launch of its new country of origin label in New Zealand next month.
The identity will be unveiled at the organisation’s industry conference on January 25-26 in Napier.
Pipfruit NZ Incorporated will own the brand and its intellectual property and it will be launched to the trade at Fruit Logistica in Berlin on February 2-4. It will promote New Zealand as a down-to-earth, natural source, the purity and quality of its fruit as well as communicate the creativity, pride and passion of New Zealand’s heritage.
As part of the fight-back Pipfruit NZ is also setting up an export market panel. Chairman Ian Palmer reported that papers outlining the panel agreement, code of conduct, permit requirements and operating procedures were sent out to all exporters last week. So far senders of 77 per cent of NZ’s export volume have signed up for membership. The final membership list is due to be published on December 21.
Pipfruit NZ is anticipating 85 per cent export volume buy-in to membership of the export market panel. Based on fees of NZ$0.13 a carton this will generate some NZ$275,000.
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