Boosted volumes and a refreshed marketing programme support expansion for Australian-grown flat peaches and nectarines
WA Farm Direct and N&A Group are gearing up for their biggest stonefruit season yet, with volumes of Ondine flat peaches and nectarines forecast to double on last year’s crop.
“We’re anticipating solid yield and consistent sizing this year,” says WA Farm Direct senior commercial manager, Justin Shield.
Rob Cathels, director of the N&A Group adds that he is excited for more Australians to taste Ondine this season.
“This is the first season that we will have an abundant supply of Ondine Flat Peaches and Flat Nectarines for Australians to enjoy,” he says.
“As our young trees mature, current plantings are expected to deliver harvests that will grow four-fold in volume the next few years. To steadily increase demand in line with volumes, we are investing in a significant marketing campaign to drive awareness of Ondine and make these tasty stone fruit an Aussie summer favourite.”
Alongside boosted volumes, Shield says the 2025 Ondine crop is displaying “excellent” fruit set across both flat peaches and flat nectarines, supported by ideal growing conditions through spring. The season is tracking about two weeks later than the 2024 season, bringing timing back in line with long-term averages after last year’s early start.
“The season is later than 2024, which should help align supply more evenly with market demand as well as a later Chinese New Year,” Shield says.
The brand has also expanded its varietal mix to include additional five varieties, among the full season offering. Shield says there is also a growing focus on flat nectarines, with strategic efforts to spread maturity windows and extend the season through to March.
“We’re continuing to build the programme sustainably,” he says. “Our focus remains on quality, sizing consistency, and efficient handling as we scale.”
Marketing and consumer engagement
Following several seasons of steady consumer exposure, Ondine is gaining traction with shoppers across Australia and will now be available across all major national retailers throughout the East Coast and Western Australia.
To support continued growth, WA Farm Direct and N&A Group will roll out a refreshed marketing programme, focusing on digital storytelling, retailer collaboration, and consistent branding across domestic and export channels this season.
“We’ve seen consumers respond extremely positively to Ondine once they’ve tried it,” says executive manager Rebecca Blackman. “This year, our aim is to build recognition earlier in the season and strengthen brand recall at point of sale with our target audience.”
Export strategy
Exports remain a strategic pillar of the Ondine programme, with a range of established markets including the UAE, Hong Kong, Singapore, and Malaysia.
“Export demand for premium, flavour-forward flat stonefruit continues to build,” Shield says. “Ondine’s consistent eating quality, presentation, and strong varietal identity are helping it stand out in both Asian and Middle Eastern markets.”
This year, WA Farm Direct has plans to expand Ondine exports into China and Vietnam, with exploratory interest from Canada and India later in the season.
This artice appears in the Jan/Feb 2026 Lunar New Year edition of Asiafruit Magazine. For more coverage on Australian exports into Asia subscribe here.
