Vietnam is the third offshore office Bostock New Zealand has opened in three years with companies also in Far East, Russia and North America.
Bostock New Zealand International Market Manager, Jane Maclean says after seeing first-hand the benefits of in-market local representation, Vietnam was a natural progression for the next office as there has been such huge growth in this market.
In the past five years Bostock New Zealand has seen its Vietnam apple volumes increase by 2000%.
“Having staff on the ground here means we can quickly understand and respond when markets inevitably change - from evolving sales channels, to consumer trends, to simple supply and demand. Allowing us to truly capitalise on opportunities.”
John Bostock and Jane Maclean
“While our Bostock New Zealand based traders usually travel at least 4 times a year, when borders are open, it is clear to us that having someone local in the market provides a stronger, layered level of service and support to our customers - especially as our business grows.”
Ms Maclean says the Vietnam import apple market has changed from selling primarily into wholesale and wet markets to the rapid development of the modern retail sector.
“Our conventional apple business, all supplied by our long-time family growers, remains strong here. Vietnam retailers are taking a larger volume of our shipments directly every season. About 40% of our conventional apples now go direct to retail with the booming new middle-class population all looking for quality imported fruit. However, it has been really exciting to see the demand grow for our organic apples in the last two years."
This 2021 season Bostock New Zealand expects to see organic sales increase 300% from last season.
Bostock New Zealand’s new office is in Ho Chi Minh City and the company’s market representative, Huong Nguyen, will be the everyday interface with customers and will look for new opportunities and report on market activity.
“With the sales of organic apples increasing and the development of our premium IP apple varieties, we now need strong marketing and promotional campaigns to better target the end consumer. Having a Vietnam office means we can better support our retail partners with marketing.”
New Zealand’s first shipments of new season Organic apples are arriving in Vietnam in April – including Dazzle apples, which Ms Maclean says has now become the most sought-after New Zealand apple in the market, after a very successful 2020 season.
“The Hawkes Bay growing season has been good, and the weather has provided the perfect growing and harvesting conditions. There have been lots of sunny days and cooler nights which means our Bostock fruit has coloured well and is looking beautiful. We are very happy with the quality this season,” said Ms Maclean.