With consumer demand for its Rockit apples on the rise, Havelock North Fruit Company (HNFC) has announced plans to ramp-up export programmes and promotion of the fruit.
The golf-ball sized offering, sold in see-through tubes, will enter Hong Kong, the US and Europe for the first time this season.
HNFC also hopes to increase market penetration in Taiwan and the UK, following a strong reception for the product in these markets over the past four years.
The focus on market development coincides with a steady rise in production volume.“In 2014 our goal is to export over 22,000 cartons and with plantings rapidly escalating, we should reach 750,000 cartons over coming seasons,” HNFC managing director Phil Alison said.
Offshore production is also growing, with Rockit now exclusively licensed in 18 territories around the globe.“This season approximately 10,000 cartons will be produced overseas, as overall production builds towards 1m cartons,” Alison explained. “We will also see the first production of European and US fruit as well.”
Alison said Rockit delivers a taste experience to suit pallets around the world.“Not many newly discovered apples have been able to meet the taste profiles of the global markets, they are typically tart tasting, high acid – suitable for European palates,” Alison said.
“The apple is a highly coloured, sweet and very crisp apple with a unique taste, meaning it exceeds the taste expectations of the Asian markets as well.”
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