News and insight for North America's fresh produce buyers
Matthew Jones

BY MATTHEW JONES

@mattfruitnet

Tuesday 19th October 2021, 19:12 Central Time

US success for Envy

T&G celebrates branded apple’s New Zealand heritage with event in Los Angeles

US success for Envy

Supermodel and actress Rachel Hunter

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T&G Global has rolled out the red carpet for Envy apples.

Supermodel and actress Rachel Hunter and New Zealand's trade commissioner in Los Angeles, Haylon Smith, recently joined members of the T&G team to celebrate Envy’s success in the North American market.

According to figures from independent data firm Nielsen, Envy has achieved 18.3 per cent dollar sales growth and 18 per cent volume growth in the US market over the 52 weeks to 11 September (2021), compared with the corresponding period over 2019/20. T&G Global said more than 2.1m cartons of Envy apples have been sold in the US over this period. 

In addition, Envy was recognised as ‘Best in Produce’ by web-based food magazine Kitchn in its 2021 Kitchn Essentials: Grocery Edition, an annual selection of the top grocery items selected by Kitchn editors.

Now grown in 15 countries, Envy apples are the product of extensive evaluation by New Zealand researchers and apple growers. The branded offering was first launched in North American produce departments in 2010.

Smith said New Zealand Trade and Enterprise (NZTE) – which supports the international growth of New Zealand products – has supported Envy in the US through its ‘Made with Care’ campaign.

“The US is crowded and competitive, so here at NZTE we work alongside Kiwi brands to help them grow and succeed,” Smith explained. “Envy has really captured and shared its New Zealand origin story and commitment to harnessing innovation and high quality as part of its premium positioning.”

Hunter, herself a proud New Zealander, has partnered with T&G, the master licensee of Envy, to raise awareness for the apple in the US.

“It was great to meet with trade commissioner, Haylon Smith, to celebrate the 2021 season of Envy apples grown back home, and the continued success of these beautiful apples which are also grown here in the US,” Hunter explained. “I have long been a fan of Envy apples and it’s wonderful to see delicious Envy apples in stores worldwide.”

T&G Global’s head of marketing for North America, Cecilia Flores Paez, said the company was honoured to receive recognition from these well-respected New Zealand representatives.

“It is a joy to be a part of this beloved brand that exists today thanks to incredible dedication to innovation and commitment,” Flores Paez said. “New Zealand’s apple industry brought a beautiful piece of fruit to the world, truly providing the ultimate apple experience.

“Envy continues to earn its success with every single bite, and we are introducing it to more and more consumers now that it is sold in nearly all major supermarkets in North America.”

Envy is marketed by CMI Orchards, Rainier Fruit and Oppy in the US.

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