European supermarkets are set to switch to New Zealand apple supplies in the next week or two, as the country’s export season reaches its halfway point.
Trade body Pipfruit New Zealand says that the first varieties marketed in key European markets, Cox Orange and Royal Gala, have been “eagerly accepted at slightly better prices than in 2007”.
Other unique New Zealand varieties are growing in popularity in the UK market, including Pacific Queen and Pacific Rose, according to Pipfruit NZ chief executive Peter Beaven.
The country’s two main varieties, Royal Gala and Braeburn, have responded in quite different ways to early-season frosts. The Royal Gala volume is expected to reach the target volume of 100,000 tonnes, while the Braeburn crop will be the smallest for 15 years. Pipfruit NZ is predicting a final export crop in the range of 70,000-75,000t, 20 per cent of the pre-season estimate of 88,000t.
“New Zealand has established a strong reputation with its key customers in Europe as an innovative producer of safe, excellent product,” said Beaven. “Consumers are prepared to pay premium prices for our apples and pears. We will work hard with our partners to meet both demand and quality expectations.”
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