In March, Posy apples from New Zealand made appearances in various Chinese cities including Shenzhen, Shanghai, Hangzhou, and Chengdu. A promotional campaign themed “Sweet and Unexpected Encounter" is being launched in high-end retail outlets such as Hema, Ito Yokado, and Ole across the country.
Posy apples gained access to the Chinese market In 2018. Because of their super sweetness and bright red color, they quickly gained popularity among Chinese consumers and flew off the shelves. As a grower and exporter of Posy apples, Mr. Apple has always been very optimistic about the Chinese market. This year, fruit trees have matured and the product has begun to be exported on a commercial scale.
Mr. Apple developed promotional packages of different sizes according to the purchasing habits of consumers in different regions of China. It is reported that in Hema stores, Posy apples were sold out on the day they appeared on the shelves, and the consumer response was generally good, especially for the sweet and refreshing taste. Posy is an early variety with a relatively short shelf life. With the end of the season approaching, Mr. Apple will focus on brick-and-mortar high-end retail channels to promote the product, but the company announced last year that the future marketing focus will shift online and a combination of online and offline approaches will be used to promote the Posy brand. This year, Posy is only available online on the JD Fresh platform.
Posy is a new product developed for the Asian market and is mainly grown in the Hawke’s Bay area, the east coast of North Island, New Zealand, where mountains and rivers meet the cold currents of the Antarctic Ocean. Posy apples grown here enjoy the perfect climate and growing conditions - not only warm sunshine and non-polluted rain, but also rich soil. In addition, the area is cooler than other apple-growing regions, and fruit are in the trees for longer, so the apples show amazing pink or bright red colors. What's more special is that the fruit is crunchy, extremely sweet (the average sweetness can reach 14 degrees or more), rich in aroma, and has a hint of melon and peach. Posy apples can be enjoyed at the beginning of each year.
At the end of 2020, New Zealand suffered a severe hail storm, and apple production is expected to decrease by 7%. However, this incident has not affected Hawke's Bay, the largest apple-producing area. The production and sales volume of Posy apples this year have not been affected. In the next few years, there are no plans to further expand the planted area of Posy, so as the current fruit trees mature, the production and export volume will only show a small increase.
Source: Fruit Critic