The New Zealand apple industry has unveiled the new logo that it hopes will help lift its fortunes in an oversupplied world apple market.
The logo is being launched officially to the trade at Fruit Logistica in Berlin next week.
Industry body Pipfruit New Zealand carried out research in all its key markets last year before adopting the new strategy. “The very clear message we got back was that we needed to supplement the strengths of our individual brands as an industry with a broader more nationally focused approach that reminded buyers where we were and why they should do business with us,” said chairman Ian Palmer. “We’ve done that in a remarkably short period of time.”
The importance of attending Fruit Logistica also came out of the research. “We’ve been too low key and that hasn’t done us any favours,” said Palmer. “So expect to see more of us at events like this and at events in Asia.”
He added that New Zealand cannot compete with others on volume, and does not intend to try.
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