Forecast sales volumes expected to increase 27 per cent in China, 19 per cent in Vietnam and 16 per cent in Thailand
Demand for T&G Global’s premium Envy apples continues to grow across key Asian markets, with significant uplifts in China, Vietnam and Thailand ahead of Lunar New Year and Tet celebrations.
During the 2026 Lunar New Year and Tet trading period, forecast volumes for Envy apples are tracking well ahead of 2025 sold volumes. In China, 2026 volumes are projected to be 27 per cent higher year-on-year, while Vietnam is tracking 19 per cent growth and Thailand 16 per cent, underpinned by strong retailer support and sustained consumer demand.
Shane Kingston, T&G’s chief operating officer apples, said these uplifts reflect the brand’s strong reputation for exceptional quality and taste, as well as the strength of T&G’s in-market execution.
“Lunar New Year and Tet are an important consumption and gifting period across Asia, and Envy apples continue to outperform as a premium gift of choice,” he said. “The growth we’re already seeing for the 2026 season builds on solid 2025 results and is underpinned by strong customer partnerships and experienced in-market teams.”
Kingston added that modern trade programmes and co-ordinated marketing activity have driven increased visibility, repeat purchase and brand loyalty.
In 2025, T&G opened its Taiwan office marking the company’s sixth office in the region. With Envy apples already well-established in Taiwan, this Lunar New Year represents the first with a dedicated T&G team on the ground. To mark the occasion, T&G is executing enhanced retail activation to further strengthen brand presence.
The Envy apples currently available across Asia for Lunar New Year and Tet have been grown in North America as part of its dual-hemisphere supply model.
“Our North American Envy season has had a strong start, with domestic and export demand tracking well ahead of last year,” Kingston said.
“As of January 2026, we’re running 13 per cent ahead of the same point last season in terms of sold volumes, reflecting solid early momentum. Export demand into Asia has been a key contributor, with 1.2mn tray carton equivalents (TCEs) already exported to key Asian markets, a 29 per cent increase on the year prior.
“The improved in-market execution presence and performance is setting us up well for a smooth transition to Aotearoa New Zealand-grown fruit by April,” he concluded.
