New Zealand produce company Freshco continues to expand its business in Japan with apples, buttercup squash (kabocha), and cherries as its main export products. The company has been supplying the Japanese market for 35 years, developing long-standing partnerships.
Freshco exports around 12,000 tons of squash annually to Japan. Japan country manager Jessica Tisch explained that squash is consumed differently than pumpkin in New Zealand, being used in both savory and sweet dishes, including tempura and sweet sauces. Sixteen years ago, Freshco created the Three Good Men brand to market squash in Japan, investing in retail partnerships and hosting buyers in New Zealand. Tisch noted that after Cyclone Gabrielle reduced squash volumes by 50%, Japanese customers showed understanding and support.
In apples, Freshco markets proprietary varieties such as Breeze, Sonya, and Cheekie. Traditionally, Japanese consumers ate apples as an occasional fruit, usually after meals. Freshco is seeking to expand apple consumption by offering processed options through 7-Eleven, with apples peeled and packed in 80-gram bags for convenience. These products are now available in 20,000 stores across Japan. According to Tisch, this provides a value-added channel for larger-sized apples.
In Tokyo retail, local apples sell for around NZ$3 (US$1.80) each, while Freshco apples are marketed at four for NZ$5.50 (US$3.30), with smaller fruit sizes suited to older demographics and smaller households. Tisch noted that Japanese growers face challenges from climate change, including higher temperatures and reduced winter chilling. Freshco has been working with local growers to improve techniques, aiming to strengthen overall market resilience.
Freshco's apple sales to Japan increased 60% in the past year, with the company holding around half of the New Zealand export share to the market. Japan's strict phytosanitary standards have limited access for other suppliers, while tariffs under CPTPP have been reduced to below 4%. Tisch added that Zespri's presence helped introduce Japanese consumers to New Zealand fruit.
Japan's retail system is fragmented, with small stores holding limited stock and relying heavily on distributors. Direct retail relationships are less common, but Freshco has developed strong partnerships. U.S. retailer Costco is also a key customer, with bulk purchasing appealing to consumers who normally buy daily from small local shops.
Tisch said Freshco remains confident in the Japanese market, despite demographic changes: "It is still over 120 million people, and many of them have yet to experience both NZ apples and squash."
Source: FarmersWeekly
