In recent years, New Zealand apples have been deeply loved by consumers. As one of the most representative varieties of Chinese fruits, domestic production is sufficient to meet internal demand, so foreign apples are relatively weak in market competitiveness. However, New Zealand apples stand out with higher quality and a marketing strategy that understands the consumption habits of Chinese people, which has seen them gain a foothold in the Chinese apple market.
Fruit merchants in New Zealand like to take the high-end route. In the past, New Zealand apples were mainly shipped to the United States and the United Kingdom for sale, and they were deeply loved by consumers in those two countries. However, with the rise of the Asian and Middle East markets, local companies have gradually changed their strategies and are currently selling to Asia. Apples currently sold to Asia and the Middle East account for more than half of their total exports.
In 2019, New Zealand apples performed well in China, with the export volume more than doubling from the previous year. However, sales in the Chinese market have declined in 2020, and the annual export volume to China has also decreased by 15% year-on-year, mainly due to the pandemic.
T&G mainly produces New Zealand Envy apples and Jazz apples. JAZZ™ and Envy™ are not only apple brands, but also registered trademarks owned by T&G. Among them, Jazz is more popular among consumers because of its cheap price, and its trading volume ranks among the top among imported apples all year round.
The “rocket” apple that Rockit specializes in was originally produced in Hawke's Bay, New Zealand. It is miniature, only slightly bigger than a golf ball. It is known as the "cherry apple" and "test tube apple". When fully ripe, the shape is dark red and beautiful, the flesh is crisp and fragrant, and the taste is sweet. After 4 years of application and strict review, it was officially recognized as the smallest apple in the world. Its unique cylindrical packaging also attracts a lot of attention, although the price is a bit high, the net price is 85-120 RMB/kg.
There is also a New Zealand apple called Red Rose, which is also a native New Zealand variety. It is divided into three grades: Beauty, Queen, and Rose according to maturity and color. Among them, the Queen-level fruit is the best. Different from the previous patent monopoly situation, the price is moderate, mainly at 18-30 RMB/kg.
In addition, there are a small number of green apples. Typically the peel is green, and the taste is similar to the “Yuanshuai” apples from China. Its fragrance is different from other New Zealand varieties. The average price is 18-24 RMB/kg.
Source: Jiaxing Fruit Market