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NZ: Rockit apple nominated for Fruit Logistica Innovation Award

The Havelock North Fruit Company’s apple Rockit is up for an international innovation award, hot on the heels of winning some New Zealand innovation awards recently.

Rockit is one of 10 entries nominated for the FRUIT LOGISTICA Innovation Award 2011 (FLIA), that honours the most outstanding new products and services in the international fresh produce industry.

Havelock North Fruit Company managing director Phil Alison said the apples’ recognition is a huge boost for potential new sales both locally and internationally.

“It’s a small apple that is really punching above its weight. The apple has captured the imagination of the produce industry and consumers both nationally and internationally,” says Mr. Alison.

Rockit apples will be on show at the Plant & Food Research stand at the FRUIT LOGISTICA Expo in Berlin, the world’s largest fruit and produce expo with over 55,000 attendees.

“This is a fantastic collaboration between the Havelock North Fruit Company, Prevar, the licensor and Plant & Food Research, the breeder of the apple,” Mr. Alison said.

The Rockit apples are a tiny new variety, created in Hawke’s Bay and marketed as being “sweet, crunchy and “distinctively fresh”.

The fruit is slightly bigger than a golf ball, sweet flavoured and block red intense blush colour with innovative packaging that together provides a healthy and highly convenient snack alternative for children and adults.

The Havelock North Fruit Company recently won both the Small/Emerging Enterprise Award and the Food Innovation Award at the New Zealand Food Awards.

Rockit apples have sold successfully in the domestic market and offshore markets have been established in the UK, USA and Asia.

For the past five years the Havelock North Fruit Company has been working with Plant & Food Research together with the Hawke’s Bay-based company Prevar Limited, which licenses third-parties to globally commercialize new apple and pear varieties.

The apples were not genetically modified but the result of cross-breeding between selected varieties.

The products will be presented in a special exhibition throughout the Fruit Logistica trade fair in Berlin on 9-11 February 2011, with visitors able to vote for their favourite innovation.

The winner of FLIA 2011 will be revealed during a presentation on the final day of the event, 11 February. Plant & Food Research will be at exhibiting at FRUIT LOGISTICA on Stand D-23 Hall 6-2.

Phil Alison
+64 6 878 4556

Publication date: 12/17/2010


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