For fresh produce marketing in Australia and New Zealand
Gabrielle Easter



Freshmax NZ launches cherry campaign

Freshmax’s New Zealand export programme will soon kick off with its branded varieties Lani and Starletta

Freshmax NZ launches cherry campaign

Central Otago grower Michael Jones has replaced older varieties with Freshmax's Lani and Starletta cherries

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Vertically integrated fresh produce company Freshmax is soon to launch its premium cherry export campaign out of New Zealand.

Kicking off this year’s export season will be the early, large-sized red cherry brand Lani, followed by Starletta – a sweet, white-fleshed cherry.

“We are extremely happy with the fruit set for this season,” Tracey Burns, export division manager at Freshmax NZ, said in a statement release 22 November. “The 2016 forecast is the largest crop to date of Lani and Starletta.”

The first commercial crop of Lani cherries was harvested last season, while the Starletta cherry was launched in 2013.

Freshmax said demand continues to outstrip supply, with these New Zealand-grown cherries fetching a premium in overseas markets, with some growers in Central Otago replacing older varieties with newer, licensed varieties.

“Fairly soon after Chinese New Year, our customers will get access to another exciting category campaign, for our Munch’n kiwiberry programme. Once again this will showcase our diverse range of exclusive licensed varieties,” added Burns.


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