Poised with a bumper crop, New Zealand apple exporters are eyeing the UK market with optimism this season, albeit on a smaller scale than the past.
With harvests concluding on orchards across the country in late June, the total production volume is tipped to top 551,000 tonnes for the first time this season, shading the previous record of 550,000t posted in 2013.
Alan Pollard, chief executive of industry body Pipfruit New Zealand, says the performance continues an outstanding run of success for the sector. “We have had three good seasons in a row and we see ourselves as having a very sustainable growth path now.”
The growth path that Pollard alludes to has been clearly mapped out, with Pipfruit New Zealand setting the ambitious goal of growing the value of the sector to NZ$1 billion (£431m) by 2022.
Increasing export volumes will play a key role in reaching this target, although the industry’s reliance on the UK and Europe is lessening, as new opportunities are being pursued in Asia and the Middle East.
“New Zealand is a great country to import from because the suppliers and growers there are on top of all our requirements,” explains Steve Maxwell, chief executive of Worldwide Fruit. “The issue facing the UK is that other markets are becoming more attractive than us. These markets can deliver a better grower return and if we don’t match up then the fruit goes elsewhere. The traditional heartlands of the UK and continental Europe are less attractive now.”
The move to diversify export interests has done little to compromise how UK customers and end consumers view New Zealand apples, which are still regarded as “clean and fresh,” according to Maxwell. New Zealand suppliers are leveraging this reputation to position a number of new varieties in the UK market.
As their focus shifts to Asia – where consumers show a distinct preference for sweet, high-coloured fruit –New Zealand growers are choosing to transition their production from more traditional varieties like Braeburn to cultivars that have high brix levels and a rich red blush. Maxwell says a number of these varieties are being well received by UK consumers, with Jazz – a proprietary variety of Worldwide Fruit’s part owner Enza – being a particular standout.
“Enza created an excellent plan with Jazz that delivered 12-month supply quickly,” Maxwell notes. “The worldwide partners Enza has chosen have worked together to make Jazz a rising star with growing sales. Most importantly Enza never took their eye off the quality of the apple; each and every week Jazz consistently tastes great.”
Of the more niche varieties, Maxwell says Worldwide Fruit has high hopes for Envy, which he believes can “own the super-sweet category.” He also sees potential for Smitten, a variety bred with excellent storage and handling properties.
