New Zealand cherry producer Tarras Cherry Corp has drawn inspiration from its surrounds to develop the Hidden Valley brand.
Launched in late 2021, the brand is beeing used to market cherries in Asia, Europe and the Middle East.
The design is inspired by the remote location of Tarras Cherry Corp’s orchard in the Ardgour Valley, which sits above the village of Tarras in New Zealand’s picturesque Central Otago region.
Sharon Kirk of Hortinvest, who manages the export and marketing of Hidden Valley cherries for Tarras Cherry Corp, said the brand conveys the story of the region’s flora and fauna.
"As cherries are expensive and exquisite, the brand has been developed around the concept of our cherries being 'treasures' which grow in a remote valley of New Zealand. This inspired the idea of a treasure hunt to discover New Zealand's best cherries," Kirk explained.
"Our cherry boxes are glossy white overlaid with a subtle gold topographic background map which captures the mountains, valleys and rivers of the Tarras region and an artist's illustration of the creatures which live there including New Zealand's only falcon species, the rare karearea. .
"A prominent 'X' to mark the spot hints at the story behind the fauna and flora – a deer, a sheep, a rabbit, the cherries, mountains and rivers. Inside the box, there's a keepsake-style card with the story in more detail."
The new brand is already appealing to buyers in Asia, according to Kirk.
"Demand has been exceptional and we pre-sold a large portion of our crop well before the season," she said.
Hidden Valley cherries will be available in 1kg, 2kg and 5kg cartons, with approximately 85 per cent of fruit to be sold internationally.
Tarras Cherry Corp’s 40ha orchard – which is set within a 3,600ha sheep and beef station – is expected to produce up to 160 tonnes of cherries over the 2021/22 season. This volume will ramp up over coming years, opening up more sales avenues.
"The crop will come into full production from 2024,” Kirk said. “With more fruit available, we'll be able to offer online sales to New Zealanders.”