Unprecedented demand has seen the New Zealand apple company, Rockit Global Limited, selling out at record prices in global markets in one of its most challenging years yet.
The Hawke’s Bay headquartered apple brand has been a high performer in a tough season, says its CEO Mark O’Donnell. “We’ve made massive progress towards our vision of becoming the world’s most loved apple brand this year. And we’re about to Rockit into 2023 with predictions we’ll more than double our 2022 export, packing and shipping 160 million apples next year.”
O’Donnel says growth is coming strongly from the Middle East and South East Asia, with three countries in particular showing the sharpest uptake in sales. “We’ve welcomed a new distributor into the Rockit family in Indonesia, which helps account for a 154% uplift year-on-year – while in the Middle East, the FIFA World Cup 2023 boosted sales in Qatar by 38%, and expanding direct-to-retail distribution in Saudi Arabia increased sales there by 88%.”
Rockit also implemented a direct-to-consumer promotional model in Saudi Arabia, gamifying retail like no other produce brand in the Middle East, during which the number of apples reaching regular and new consumers there doubled.
“Meaningful brand affiliations – such as the partnership we formed with the Minions movie franchise in China this year – has become a proven model for us, particularly in our key markets across Asia, where the bulk of our fruit is sold. We’re currently reaching out to experienced growers and landowners in Nelson and Canterbury who are looking to diversify their businesses – and the response is already hugely positive,” says O’Donnel.
O’Donnel says it’s the dedication and passion of its growers that has accounted for a successful year in trying circumstances. “What haven’t we had thrown at us in 2022? Between logistics challenges, labour shortages and weather events - and let’s not forget about Covid-19 – it’s been a tough time for anyone growing apples in New Zealand. Our growers have gone above and beyond to ensure a consistent supply of delicious, fresh fruit reaches all the markets we export to and that our business continues to thrive.”
A clutch of awards - including being named Supreme Winner at the New Zealand International Business Awards, picking up Hawke’s Bay Exporter of the Year, the Large Business Trade Award at the NZ China Business Awards and claiming gold at both the AXIS and the Best Awards – makes the year’s efforts all the more worthwhile, he says.
Looking ahead to 2023, O’Donnel says Rockit is thrilled to be continuing its partnership with Global Ambassador Kane Williamson, and delighted to be back on the roster of the many trade shows and events which have returned since borders reopened earlier this year.
For more information:
Fiona Fraser
Rockit
Tel: +64 27 501 3921
Email: [email protected]