Major milestone reflects sustained global demand and years of investment in the marketer’s integrated end-to-end apples system
T&G Global’s premium Envy apple brand has surpassed NZ$1bn in global retail sales, becoming the first apple brand from Aotearoa New Zealand to reach this milestone.
The result reflects sustained global demand and years of investment in T&G’s integrated end-to-end apples system spanning proprietary genetics, future-fit growing methods, leading edge post-harvest capabilities and disciplined in-market execution.
Shane Kingston, T&G’s managing director apples, said the milestone marks a significant moment for the company, its growers and New Zealand’s horticulture sector.
“Surpassing NZ$1bn in global retail sales is a major milestone for Envy apples and a reflection of our long-term strategy to build global premium brands,” said Kingston.
“It shows what’s possible when you combine world-class genetics, outstanding growers and a globally connected system that consistently delivers for customers and consumers.”
Bred in 1985 by the Bioeconomy Science Institute (then part of DSIR) and exclusively commercialised globally by T&G (then Enza), Envy has evolved into a globally recognised premium apple brand.
Today, it is grown in more than 13 countries across both hemispheres and sold in over 55 markets. T&G partners with more than 100 growers in New Zealand and over 1,000 grower partners globally to ensure year-round supply.
With a strong export focus, Envy represents a significant piece of Aotearoa New Zealand-grown intellectual property, scaled successfully on the world stage.
The milestone comes as the global apples category continues shifting toward premium offerings. Between 2024 and 2035, the premium segment is expected to grow at 7.6 per cent annually, compared to 4.4 per cent for mainstream apples, according to a T&G release. The company said its premium portfolio is forecast to exceed both at 8.4 per cent, driven by rising incomes, urbanisation, health-conscious consumption and demand for consistent quality.
Kingston said T&G has deliberately positioned its apples business to capture this higher-growth segment.
“Our strategy is focused on the fastest-growing part of the category, where premium branded fruit delivers the greatest value,” he said.
He added that a key differentiator for the company has been its integrated system, built over many years.
“We connect every part of the value chain, from our IP through to the consumer. That gives us greater control over quality, supply, demand and how we show up in market,” he said.
This approach continues to translate into strong global demand. According to T&G, Envy apples hold top three positions in key markets including number one in Vietnam, number two in Thailand and number three in China, with strong recent growth in China, Singapore, Vietnam and Malaysia.
In the US, Envy has significantly outperformed the broader apple category in a flat market, with household penetration increasing from 7.2 per cent in 2023 to 12.4 per cent in 2025.
Kingston said the billion-dollar milestone is not an endpoint, but a signal of continued growth ahead.
“With strong global demand and more premium fruit coming online, we’re well positioned to significantly grow Envy apples further and deliver increasing value for our growers, customers, consumers and shareholders.”
