One of New Zealand’s largest organic apple exporters is set to feed a growing consumer demand for its product in Asia, as a movement toward organic produce hits mainstream retail shelves.
Since airfreighting a handful of pallets of organic apples to Singapore in 2007, Bostock New Zealand now supplies nine Asian markets. But it’s taken almost a decade for the company’s product to become more widely accessible.
Bostock New Zealand International Trader, Jane Maclean says traditionally Asian consumers have bought organic certified products from specialist organic shops, but this is changing.
Ms Maclean says a string of high-profile food scares in Asia over recent years and a growing compulsion to consume products in their organic, raw form is fueling sales growth for Bostock New Zealand
“We are now starting to see a push from mainstream retailers from across Asia to increase organic dedicated shelf space and widen their organic product range availability across all grocery lines.” As an example of this push, Bostock New Zealand has developed direct mainstream retail programmes in both Hong Kong and Vietnam. Volumes to both countries are forecast to double in 2018.
“China is a market that has a focus on fruit quality, the appearance and eating experience of the apple and they are prepared to pay a good price for good quality apples
“The China market is still small for us and awareness of the organic category is just developing – but Bostock New Zealand, as well as our retailers and distributors there are optimistic about the opportunities.
Ms Maclean says new, exciting varieties are also appealing to the Asian consumers.
This was evident at the recent Asia Fruit Logistica where Bostock New Zealand gave everyone a taste of a the Dazzle variety, which is a large, bright red sweet apple.
“Developing exclusive, high quality apple varieties has been a big focus for Bostock New Zealand over recent years. Our Asian customers are really excited about the oncoming new varieties we have. Organic still continues to be a niche market, and considered a “trendy” purchase.
“We believe we will attract more consumers to organic eating with the special varieties we have coming into production.”
For more information:
Catherine Wedd
Bostock New Zealand
Tel: +62 021 288 6770