New Zealand’s peak industry body for apples and pears has a new name.
Members attending the industry’s annual general meeting (AGM) in Napier yesterday (2 August) unanimously voted in favour of the new title New Zealand Apples and Pears Incorporated.
The move represents a departure from Pipfruit New Zealand, with the new name viewed as more relatable and appealing, while retaining the strong global reputation of “brand New Zealand.”
“In the early days Pipfruit New Zealand was primarily engaged with growers, who all know what pipfruit is,” said New Zealand Apples and Pears chief executive, Alan Pollard. “While that is still our primary role, today we are engaging with a much broader audience from career seekers, government officials both here and overseas, and the general public.
“We found that there was some confusion about who we represented with some thinking we represented other fruit with pips such as mandarins, lemons and oranges, which we don’t. We can now more easily tell our story, and people will know exactly what we grow and market.”
Prior to the AGM, the organisation tested the new name and brand with targeted audiences at the Mystery Creek Field Days, the Hawke’s Bay Horticulture Field Day and at the Nelson Young Grower competition.
“Feedback was very positive and that was supported today by the strongly favorable vote by the industry,” Pollard added.
The announcement comes after the World Apple Review Report recently named New Zealand as the most competitive international apple performer for the third consecutive year.