New Zealand Made with Care campaign spotlights apples in Thailand

New Zealand Trade and Enterprise has kicked off the New Zealand apple season in Thailand with the launch of the 2026 New Zealand Made with Care campaign.

The launch coincided with the 70th anniversary of diplomatic relations between Thailand and New Zealand and served as a platform to highlight New Zealand’s premium quality products and their value for Thai consumers.

The campaign introduces six premium New Zealand apple varieties to Thai consumers and was officially launched by Joe Nelson, regional director for South-East Asia and South Asia, New Zealand Trade and Enterprise, together with Suzy Fewtrell, New Zealand trade commissioner to Thailand, together with executives from key retail groups and trade partners including Big C, CP Axtra, Gourmet Market, Tops, as well as import partners City Fresh, Navatan, Vachamon, and VSM. 

The event was held at Lumpini Park, one of Bangkok’s iconic landmarks, to connect with modern consumers who prioritise health and a better quality of life.

This year’s New Zealand Made with Care campaign highlights that New Zealand apples are not only premium fruits, but also reflect New Zealand’s strong commitment to quality and responsible production practices. From caring for fertile land and clean water sources to carefully selecting the finest produce, every stage of the process is designed to deliver quality products that consumers can trust.

“New Zealand apples are well-positioned to meet the needs of Thai consumers who are becoming increasingly health-conscious and selective about the quality of food they consume. Beyond their nutritional benefits, apples are convenient, easy to enjoy and fit naturally into modern lifestyles where consumers seek both wellness and convenience. New Zealand apples also offer a diverse range of varieties with distinct flavours and textures, particularly their signature crispness, which continues to resonate strongly with Thai consumers,” said Fewtrell.

A key highlight of this year’s campaign is the showcase of six popular apple varieties from leading New Zealand exporters, allowing Thai consumers to discover a range of flavours and characteristics to suit different preferences. The varieties include Ambrosia, Dazzle, Envy, Miranda, Royal Gala and Sonya.

As part of the campaign, consumers are invited to experience a New Zealand Made with Care apple caravan to enjoy a range of engaging activities, including the “Apple Fun Card” activity to discover their ideal apple variety, tasting all six premium New Zealand apple varieties, and sharing their experience on social media for a chance to receive complimentary apples to take home.