1 million by 2028
Dazzle is the commercial name for the apple variety PremA129. "It's a beautiful bright red apple, the taste is very sweet and it has a light, crisp texture." The first commercial volumes will be available from New Zealand in 2019. It is estimated that production in New Zealand will exceed one million boxes by 2028. Dazzle is from the Prevar program, which is funded by New Zealand and Australian apple and pear producers. Because of this, the variety will not only be available for cultivation by a select group but for all growers in New Zealand. This will help us achieve the growth goals in terms of volume quickly. When a new apple variety is launched, it is important to deliver a substantial supply, both at the start and later, when it starts gaining ground on the market. We are pleased that all New Zealand growers will be able to grow Dazzle."
"This is what our customers were looking for"
The apple market in New Zealand has built a strong position, according to Steve. He is very optimistic about the future of the sector. "Over the past few years, many new apples have been put on the market, and this continues to happen. Furthermore, there is a growing focus on Asian countries, and these are growth markets. The key to success for new varieties is to really fulfil the wishes of the customer while being easy to handle for the growers. After conducting market research in China, India and Southeast Asia, it became clear that Dazzle is the apple that consumers are looking for." He does not expect consumer demands to change very quickly. "Consumers want a crispy, juicy and tasty apple. Worldwide, we notice that these are the sort of features that are appreciated. The PremA129 cross was made in 1997, but it will still take two more years before the Dazzle is available to consumers and from now on we will be focusing on the production and promotion of the variety at consumer level."
Partners wanted
Fruitcraft is currently talking to potential partners in different countries, including Europe. "We are looking for partners with the capability to plant a significant numbers of trees and produce a significant volume of apples for sale in Europe and export to other countries. Of course, we expect these partners to be enthusiastic about being part of the development of a new variety and to be willing to work together with us and other parties globally in a coordinated manner, thus ensuring the best quality fruit and excellent brand development" he concluded.
For more information:
Steve Potbury
Fruitcraft NZ Ltd
P O Box 42
Whakatu 4161 - New Zealand
+64 276 201 307
www.fruitcraft.co.nz
[email protected]
