Premium apple brand finds success in U.S. market

New Zealand Trade Commissioner, Los Angeles, Haylon Smith and supermodel/actress Rachel Hunter recently joined T&G Global in Los Angeles to celebrate the Envy™ apple brand’s success in the North American market.

Over the past year, more than 2.1 million cartons of Envy apples were sold in the U.S. The brand sits at the top of the sales charts for a branded apple, earning 18.3 percent dollar sales growth and 18.0 percent volume growth (Source: Nielsen, Total U.S., Apple Category, L 52 weeks ending September 11, 2021). 

First launched in North American produce departments in 2010 after years of extensive evaluation by New Zealand researchers and apple growers to ensure the variety meets and exceeds consumer expectations, Envy is renowned for its balanced flavor, aroma, crisp texture and slices that stay white for longer.

Today, Envy apples are grown in 15 countries, each selected for its prime growing regions to produce Envy apples at the quality international consumers now expect from the brand. In the U.S., Envy apples are grown only in Washington state.

Left to right: Haylon Smith, Rachel Hunter and  Cecilia Flores Paez.

“It’s great to see Envy supported by its hard working and dedicated apple growing community and its strong supply chain, succeeding in the U.S. market,” said Smith. “The U.S. is crowded and competitive so here at New Zealand Trade and Enterprise we work alongside Kiwi brands to help them grow and succeed. Envy has really captured and shared its New Zealand origin story and commitment to harnessing innovation and high quality as part of its premium positioning.”

New Zealand Trade and Enterprise (NZTE), which proactively supports the international growth and success of New Zealand products, has supported Envy apples in the U.S. with its “Made with Care” campaign, a global marketing initiative designed to grow awareness, preference and demand for New Zealand food and beverage products around the world.

Another proud New Zealand “export,” Hunter has partnered with T&G Global to raise awareness of Envy apples. "Coming from New Zealand, I’ve always had an appreciation for the care and dedication our growers put into their produce,” said Hunter. “Almost every industry has faced unique COVID-19 related challenges over the last year and a half, and our community of growers have shown true New Zealand spirit in overcoming these challenges.”

T&G Global’s head of marketing for North America Cecilia Flores Paez accepted recognition from these New Zealand representatives. “It is a joy to be a part of this beloved brand that exists today thanks to incredible dedication to innovation and commitment. New Zealand’s apple industry brought a beautiful piece of fruit to the world, truly providing the ultimate apple experience,” she said.

Envy is marketed by CMI Orchards, Rainier Fruit Co. and Oppy.  

For more information:
Cecilia Flores Paez:   
T&G Global  
Tel: +1 (310) 291-5583 

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