The first of T&G Global’s premium new season Envy-branded apples have departed New Zealand, bound for China
T&G has forecast its 2024 New Zealand Envy crop will be the largest to-date, with 2.9m tray carton equivalents (TCEs) – or 205m apples – expected to be exported to customers in 60 countries this season.
This brings T&G’s total global Envy volumes, grown across 13 countries in the Northern and Southern Hemisphere, to 8.8m TCEs – or over 700m apples for the 2023/24 season.
Shane Kingston, T&G’s director of international sales and marketing, said with the growing global consumer demand for Envy, it was fantastic to be exporting a bumper crop of high-quality fruit following last year’s cyclone.
“Over the last 15 years, Envy has grown to become one of the leading premium apple brands in key global markets, including China, Taiwan, Hong Kong and Thailand, and in recent years it has experienced double-digit growth in the US and Vietnam,” Kingston said.
“In the premium apple category there are many new and established varieties, however Envy continues to be a standout performer, with consumers seeking the apple out for its sweet, crisp and crunchy taste, and distinctive bright red colour.”
Kingston said the T&G growing team and independent growers have “pulled out all stops” to remediate orchards following the impacts of Cyclone Gabrielle in early 2023. These efforts combined with the first fruit coming off new plantings, mean T&G is expecting to export its largest New Zealand Envy crop to-date.
“This season’s harvest looks to be one of the best yet, with the fruit having superb colour, size and Brix. And over the coming years our Envy volumes will continue to increase as new plantings in Hawke’s Bay, Tairāwihiti Gisborne and Nelson continue to mature,” he said.
T&G has invested heavily in its dual-hemisphere multi-sourcing strategy to meet consumer demand for Envy year-round. Globally, over 4,600ha are planted with Envy.
“This year’s North American-grown Envy crop was exceptional, with the fruit sold domestically as well as exported to Asia,” Kingston said. “The US is an important, highly-competitive market and it’s great to see Envy stocked in approximately 70 per cent of supermarkets including Walmart, Costco, Safeway, Kroger and Sam’s Club.”
The North American crop has driven strong sales in Asia during Chinese New Year and Tet celebrations. Kingston said this has prepared T&G to continue the momentum as it transitions to exporting New Zealand-grown Envy.
“In the year ahead, we have strong activations planned to showcase the apple’s premium eating experience to new consumers,” he said.
