Fern Ridge Produce started exporting NZ apples in 1997 after it gained an export licence from ENZA to ship containers to Martinique and the Maldives. It has grown steadily since then and has established its brand successfully both onshore and off shore. Part of the success has been because it was able to sell containers of apples with back to back sales therefore taking away any uncertainties that existed in the industry in the early days. This practice is common these days and has helped transform the NZ apple industry. We also worked along side many pack houses and growers helping them with shipping logistics and sales and now most of them have gone on to form there own brands in the market. Last year we sold 50% of our business to Mr Apple, the largest grower exporter of apples from NZ, this has been an incredibly successful move for us not only do we get to work a long side a great company, it has enabled us to continue with our export programmes, while still working with our loyal apple suppliers.
"Almost all of FRP's business is apples however we do ship a volume of kiwifruit under a collaborative marketing licence from the NZ kiwifruit marketing board. We are also involved in trading products from other countries - citrus from Australia for example, "explains Hamish Davis from Fern Ridge.
The harvest season in New Zealand has been early, it may even be one of the earliest on record, general growing conditions over spring and summer have been excellent therefore making the fruit size larger than the past few seasons.
Hamish said that brix and colour have been excellent, "However I feel general volumes may be down on all varieties from initial estimates."
"The varieties which we focus on are Royal Gala but we have increased our Pink Lady volumes over the past few years. We also have a good mix of all other varieties. Right now we are harvesting Braeburn and NZ Queen."
Although FRP still have a good reliance on EU and the USA they increasingly see Asia as their main focus.
"China is an amazing market with so much potential, if we can get the protocols right in order to get China Phyto certificates there is a fantastic future there," explains Hamish.
"We also still see India as a growing market for NZ Royal Gala, I know a lot of work is being done to reduce the 50% tariff they have on NZ apple imports, even if this is reduced a little it will help NZ exporters gain more traction. We shouldn't forget Australia either as there are still great opportunities in this market."
For more information:
Hamish Davis
Fern Ridge
Tel: +64 6 834 3888
Email: hamish@fernridge.co.nz