New Zealand exporters and technology providers play a key role in Asia's fresh produce trade, as their presence at the Hong Kong exhibition shows.
Sika
Seeka, a leading New Zealand-based grower and distributor, will be selling its new red pear at this year's Asia Fruit Logistica ahead of its commercial launch in 2025. According to Seeka, the red-skinned variety is crisp, juicy and chewy with an appealing taste profile. Besides the new red pear, Seeka will also be showcasing green kiwifruit, other pear varieties, fresh jujubes and newly developed dried jujubes. “Fresh jujubes have a relatively short season,” says Cameron Carter, sales manager for Seeka Australia. “So it makes sense to extend the season by drying the fruit, as it is commonly eaten in Asia.” The company says the addition of the red pear variety and dried jujubes will strengthen its fruit assortment and enable it to supply high-quality Australian fruit all year round.
Fresh Max Group
Global fresh produce business FreshMax Group and its subsidiaries ValleyFresh, Innovar and The Berry Company will be highlighting their cool chain distribution and export marketing services at this year's Asia Fruit Logistica. “We want to use our booth as a place where customers and suppliers can come together to talk about past successes, resolve issues and discuss the future and opportunities ahead,” says director Ryan Smith. The company will also be highlighting its range of Tangold mandarins and The Berry Company's 'Royal Blue' blueberries. “We are specifically promoting these two products at Asia Fruit Logistica in September as they are in season at this time of year,” says Smith.
Golden Bay Fruit
Golden Bay Fruits will be showcasing its line-up of premium New Zealand-grown apples at this year's show, including exclusive IP varieties Cherish, Miranda, Sassy, Posh and Picaboo pears. The company will also be introducing new branding for Miranda, including a bespoke curd tube that has become popular in China. “It's a yellow-green apple, incredibly sweet and really stands out amongst a predominantly red apple category (in Asia),” says marketing director Eleni Hogg. Golden Bay Fruits is investing aggressively in IP varieties, with more than 150 containers of varieties such as Cherish, Sassy and Miranda due to come online this season. It will also be welcoming the first commercial-scale shipment of Posh. According to Hogg, 100,000 new trees are planted each year, and volumes will continue to increase significantly as more trees are produced.
Cherry Global
Cherry Global will be exhibiting at Asia Fruit Logistica again to meet new and existing partners ahead of this season's bumper harvest. New Zealand cherry growers are expecting a harvest of more than 1,000 tonnes this season, doubling their yield. In addition to increasing production, the company also plans to install more rain covers to ensure crop safety, introduce new and improved packaging options and latest marketing strategies. “Our growing and crop protection measures represent a great opportunity for us and our customers. With a much larger volume we can become a one-stop shop for the supply of New Zealand cherries,” said Peter Marshall, general manager sales and marketing.
Preval
Prevar will be based in the New Zealand pavilion at this year's Asia Fruit Logistica, supporting industry partners in showcasing Prevar-licensed IP apple and pear varieties, including Cherish, Dazzle, PiqaBoo, Rockit, Sassy and Posh. Prevar will celebrate its 20th anniversary in 2024. The company is very proud of the strong varietal portfolio it has developed during this time and is excited to continue to drive the future of fruit innovation in the next 20 years. The vibrant red PiqaBoo pear is one of the products that is gaining increasing attention in the Asian market, with sales volumes increasing year on year and licensees eager to continue exploring new destinations for the pear variety. In Asia, PiqaBoo is sold in China, Hong Kong and Singapore, as well as garnering a loyal following in the New Zealand market. “We have a great future for the Pika brand. Our flagship variety, Red Pika, is an absolute star and a consumer favourite, and we have many other exciting new interspecific pears coming up through Plant & Food Research's pear breeding programme,” says Amanda Lion, brand manager at Préval.
Rockit
Rockit will be showcasing a multi-SKU strategy this year, which includes Hero (4/5 piece tubes) and Convenience Packs (2/3 piece tubes), as well as new Family, Shuttle and Gift Packs. “With Rockit Apple arriving in record volumes in global markets, we're excited to work with Universal and DreamWorks Animation on Kung Fu Panda and establish new distribution into new channels to drive demand,” said Mark Pei, general manager of global sales. “We also look forward to meeting with key retailers, both national key customer retailers and strong regional smaller retailers, and of course the distributors who make it all happen. We're gearing up for our strongest season yet,” said Pei.
Integro Marketing
New Zealand-owned sourcing and marketing company Integro Marketing is celebrating 25 years of exporting this year. The company sells New Zealand-grown fruit and vegetables, including apples, onions, peekaboo pears and pumpkins, primarily to Asia and Europe, and has recently added cherries. Managing director Phil Bird says sales exceed 35,000 tonnes per year. “For the past 25 years we've served a range of New Zealand growers and international customers, always exploring new markets,” says Bird. “We look forward to meeting our customers, catching up and planning for the future together.”
T&G Global
T&G Global joins Asia Fruit Logistica this year as part of the BayWa Global Produce family. The grower and exporter will introduce a portfolio of premium apples including the Envy and Jazz apple brands. Envy apples continue to be a standout performer in the premium apple category, with T&G reporting that they are Thailand's most consumed apple brand in 2023. “Consumers and customers seek them out for their sweet, crunchy taste and unique vibrant red colour,” says Shane Kingston, T&G's Director of International Sales and Marketing. “Jazz apples are also loved around the world for their tangy sweetness and refreshing taste.” Across Asia, New Zealand apple season is in full swing for both Jazz and Envy.
Kiwi Crunch
Kiwi Crunch, a New Zealand grower, packer and exporter of pipfruit, will be showcasing some of its key varieties at this year's Asia Fruit Logistica. “We're excited to showcase some of our key varieties, connect with new and existing customers and share the Kiwi Crunch story,” says brand manager Sophie Hughes. The company exports fruit to more than 30 countries around the world, with a focus on China, Vietnam and Taiwan. “We aim to bring premium pipfruit, known for its quality, texture and taste, to homes around the world,” says Hughes. “Now our focus is on expanding our growth and continuing to build strong customer relationships.”
