Despite the challenges faced by everyone at the moment sales of RockitTM apples are ahead of last year.
“The market is not easy just now for anyone due to the COVID situation which has caused a lot of uncertainty. We can’t complain as we are ahead of last year, but we had hoped to be further ahead, but it’s a different world now,” explained John Loughlin Chairman at Rockit.
Rockit have some big plans for the future with the planting of 150 Ha of new orchards in New Zealand and $50m investment in a new packhouse and cooling facility in Hastings. A new Global Marketing Manager is starting, and a new CEO is being recruited.
The RockitTM apple is famous for it’s packaging, the tennis ball-like tube, which took the market by storm a few years ago when it was released.
“Consumer opinion on plastic has changed a lot since then, mainly in the European, Australian and New Zealand markets so we have moved to a cardboard packaging for those markets, but in Asia the plastic tube remains very popular.
“In some Asian countries recycling practices are very good and consumers know that the plastic packaging keeps the fruit in great condition and especially in the last few months during the COVID epidemic consumers are reassured that the fruit inside the packaging has not been handled my multiple people.”
Although there are other small apples on the market John doesn’t see it as serious competition “Our consumers keep coming back for more RockitTM apples, which we don’t think can be beaten on taste.”
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