Positioning an apple as the ultimate nutritious snack has paid off for New Zealand’s Rockit Global. Formerly the Havelock North Fruit Company, Rockit Global now manages the growing, exporting and marketing of the miniature, crispy Rockit-branded apples that are sold in convenient tubes.
The business has set a goal of a 12-month supply of the premium apples, with production in both hemispheres, and most recently won the ExportNZ Hawke’s Bay asb Supreme Exporter of the Year award, as well as the Napier Port Industry Trail Blazer Award.
Rockit Global CEO Austin Mortimer is leading the Hawke’s Bay-based team in developing international markets for the Rockit apples.
Rockit Global was established after a change of ownership and investment from private equity in March this year. What does the new name and new investment from private equity groups mean for Rockit apples?
Austin Mortimer: The new company name Rockit Global was chosen to reflect the global nature of the Rockit business. Rockit Apples are now grown in nine countries and sold in 29 markets, so it is no longer a small, local business. The brand name Rockit remains the same, with the same promises of high quality, great tasting, nutritious and safe miniature Rockit apples.
Rockit Global is now well positioned to continue its rapid growth and capitalise on the substantial grab-and-go, healthy snack market.
You mentioned that Rockit Apples are now grown in nine countries and marketed in 29. Could you offer us an overview of where Rockit is selling well, and where you see strong future growth opportunities for Rockit?
AM: Taiwan is the most mature market for Rockit apple sales, having started selling in 2014. Sales have gone extremely well, supported by comprehensive marketing support.
We have had the most rapid growth in sales in China, where Rockit’s taste profile suits consumers perfectly, along with the health attributes, New Zealand origin and food safety which the packaging provides.
Vietnam is another market that Rockit has been successful in. Enjoying steady growth over the past three years with excellent distribution networks and significant marketing, we are told Rockit is now “famous” in Vietnam. We’re grateful to have the support of great in-market partners who have done a great job increasing distribution and managing marketing activities in market.
We see Japan and the US as key growth markets over the next few years. The Japanese market offers a considerable opportunity due to its growing consciousness towards food safety, origin of food and traceability. Japan saw a 13 per cent increase in convenience stores between 2012 and 2014. The snack market increased by 104 per cent in 2014 for the third consecutive year, which fits the Rockit brand proposition.
The US is another market with considerable potential for Rockit. We have started to develop the market with sales in select Publix and Walmart stores. The Rockit team recently attended the North American Fancy Food Show in New York where the product achieved significant market interest from convenience retailers, distributors and consumers.
Where does China fit into Rockit Global’s expansion plans? And which consumers in China are you targeting?
AM: China is one of our top priority markets. Rockit is the perfect snack product for Chinese consumers; being healthy, packaged for food safety, convenience and to prevent bruising, pure New Zealand origin and of course being sweet and crunchy. It’s also a great option for gifting, being premium and having connotations of good health and wellness.
We’re also selling Rockit Apples on popular e-commerce channels including JD.com, Fruitday and Huaguoshan. E-commerce is an exciting channel for Rockit Apples to increase brand awareness and sales in China, the results to date are pleasing and they highlight e-commerce as a strong area for potential growth.
Could you offer us any information on your marketing or promotional work over this past year?
AM: Rockit Global is focused on building a premium apple snack brand that delivers consistent quality and taste experience, globally. As a convenience snack, Rockit is best positioned in channels where consumers are on-the-go. The most successful promotional activity we encourage and support is in-store tastings. This serves as a good introduction to the product, informing consumers that it is a premium and delicious, specially-bred miniature apple.
There is a good conversion rate of people who taste Rockit then going on to purchase a tube, so out of all the activities this one is the most easily measured and the results are extremely pleasing. Other marketing activities include on-street tastings and pop-up stores, event sponsorship and participation, gift packs, online marketing, media coverage, billboards, and more.
What can we expect from Rockit Global in the coming 12 months?
AM: Global production is set to double year-on-year so that will lead to increased distribution, market penetration and consumer-driven promotion, both on and offline. We will focus on developing convenience channels, such as cafes, petrol stations, vending machines, at sports stadiums, in hospitals. We want to enable consumers to make healthier choices on the go.
And are there any other comments you would like to add?
AM: Rockit Apples have sold out since commercialisation. We‘re keen for consumers to put down unhealthy, artificial snacks and to give themselves a treat of our natural and delicious apples that have been washed and packaged so they’re ready to eat whenever, wherever. The amazing response to our product shows that consumers desire 100 per cent pure snacks that are packed full of goodness and convenient.
This interview originally appeared in the July/August edition of Asiafruit, out now.
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