A New Zealand cherry producer has launched an exciting new brand into the export markets this season.
It is the second season of production for Tarras Cherry Corp, located in the South Island region of Central Otago, and also will be the first year for its new cherry brand Hidden Valley cherries. The orchard is managed by Hortinvest, and sales and marketing director Sharon Kirk explains that the company wanted to capture the essence of the product and the region.
"People talk about cherries being like gems or treasures in that they can be expensive and exquisite," Ms Kirk said. "The idea of finding a treasure in a hidden valley came from when you drive up to Tarras Cherry Corp, you can't see it from the road, as it is four and a half kilometres into a farm in the Ardgour Valley. After throwing around some ideas we thought about going on a treasure hunt in the Hidden Valley. So, the graphics on the box have an 'X', meaning 'X marks the spot', so you are on a treasure hunt looking for the cherries. In the background of the graphics, there is a topographical map, which is the map of Tarras. There is also an artist’s impression of the orchard, along with a deer, a sheep, a rabbit, and cherries, the mountains and the river. So, if you come to our orchard, you should be able to recognise what's on the box."
Photo: Tarras Cherry Corp orchard in blossom
The Tarras Cherry Corp website is now live and complements packaging now in the marketplace. Branding also contains a falcon, and the significance is that New Zealand's only native species, which is quite rare, lives in the region, and adds to the location features to develop the story. Ms Kirk says buyers in Asia are very excited about the new brand and she has had strong demand for the cherries.
"The demand is really good and we have pre-sold a large portion of our crop already," Ms Kirk said. "We are getting enquiries all the time from people who are realising it is New Zealand cherry time."
Photo: Tarras Cherry Corp orchard
Tarras Cherry Corp orchard is on Ardgour Station in Tarras a sheep and beef station, which is 3,600 hectares in size, with the cherry orchard 40 hectares. The fruit is also grown under netting for added protection from the elements.
"We had a reasonably warm spring and had plenty of rain," she said. "It started out a bit dry, but we have had reasonable rainfall in recent weeks. So far so good. The crop is looking really nice and for Tarras Cherry Corp we have about 150-160 tonnes for export this year."
Photo: Ardgour Valley Orchard apricots
Hortinvest is also looking forward to expanding its production through the apricot and cherry farm, Argdour Valley Orchard, which is expected to come online in the coming seasons. The business is a joint venture between Sharon and her husband Ross, and Bruce and Linda Jolly, owners of Ardgour Station.
"It is 25 hectares of apricots and 13 hectares of cherries," she said. "The apricots that we are continuing to plant up there - we haven't finished yet - include new varieties that are from here in New Zealand and the Otago region. We will be the largest growers of these new varieties in Central Otago. They are specifically targeted at the Asian market, and they are big, bright coloured and very sweet - so it is a very exciting project - although we won't have anything ready to sell for a couple of years."
To visit the brand new Tarras Cherry Corp website, click here.
For more information
Sharon Kirk
Hortinvest
Phone: +64 21 921 246
marketing@hortinvest.nz
www.hortinvest.nz