Freshmax looks to NZ cherry season

For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Freshmax looks to NZ cherry season

Lani to spearhead cherry campaign, with Starletta also set to “wow” customers

Freshmax looks to NZ cherry season

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With less than three weeks until its cherry export programme gets underway, Freshmax New Zealand is reporting strong customer anticipation surrounding its proprietary Lani offering.

Spring weather has been kind to New Zealand cherry crops this year, according to Freshmax New Zealand export manager Tracey Burns, who expects Lani to have excellent flavour right from the outset, along with good sizing and texture.

“Lani has spearheaded our New Zealand cherry campaign for the past three years and is set to excite customers yet again this season,” Burns explained.

Soon after the Lani harvest is complete, sales of Freshmax’s premium white flesh cherry brand Starletta will begin. Burns said Starletta’s appearance “gives key customers a wow factor.”

The Freshmax Group has invested heavily in intellectual property (IP) over the past 15 years, with it now underpinning a number of the company's core categories, including cherries.

“We see intellectual property and licensed varieties as fundamental to our category approach, whether we are look domestically or internationally,” said Simon Gillett, Freshmax’s general manager of IP and category.

“In this vein, we continue to align ourselves with likeminded customers and growers and gain elevated traction in a crowded marketplace.”

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