New Zealand boosts export campaign in Asia: excellent demand and online sales

This will be the second marketing year for Southern Fruits International's Beyond brand cherries, produced in two large orchards covering over 160 hectares in central Otago.

According to Fruitnet, New Zealand cherry producer Southern Fruits International expects to ship up to 340 tonnes of premium cherries to world markets this season, more than double the volumes shipped last year. This will be the second year of marketing for Southern Fruits International's Beyond brand cherries, produced in two large orchards covering more than 160 hectares in central Otago.

"We have seen excellent pre-season interest from existing and developing markets in Asia and from new markets in the Middle East and the US. All the conditions are in place for a positive season," said Sharon Kirk, founder and marketing manager of Southern Fruits International.

"We took our pre-sale system to Asia Fruit Logistica in Hong Kong in September and a significant number of buyers took the opportunity to pre-purchase fruit. This confidence in our brand and our fruit puts us in an excellent position for the season." Favourable pre-season conditions and increased fruit loads due to ripening trees have contributed to the volume forecast,' Kirk commented.

The founder and marketing manager of Southern Fruits International explained that the trees are now three or four years old and halfway to full production. As they ripen, the fruit load increases and, if the weather is as good as it has been so far this year, we are expecting a very promising harvest with fruit of exceptional size and sugar (Brix) content.

Early varieties

Harvesting started with the early varieties. It will continue until the end of January or the beginning of February, depending on weather conditions.

"Our customers in Asia will have fruit on the shelves just in time for Christmas.  Over the past year we have developed several markets in the US and the Middle East. We have expanded our reach into China, Taiwan and Vietnam, and Thailand is emerging as a new market. The Middle East is an interesting market that offers the opportunity to develop more retail sales of cherry baskets", said Kirk.

The Chinese market, which traditionally paid more for 30-32 mm fruit and 2 or 5 kg boxes, showed more interest in 26 mm fruit and 1 kg boxes this year. Southern Fruits International also supplies its premium cherries to the domestic market through online sales, with 1 kg, 2 kg and 5 kg boxes, and through Seeka Fresh, which supplies local supermarkets and retailers.

"Because New Zealanders associate cherries with Christmas, we launched our online shop to enable citizens to bring Central Otago's beautiful cherries to the table for Christmas. So far we have had very good demand and the fruit will continue to be available for purchase online throughout the season", said Kirk.

Southern Fruits International produces eight proven varieties, renowned for their colour, size and flavour. These include Sonnet, large, dark red and heart-shaped; Sandra Rose, bold, dark red; Santina, deep red and heart-shaped; Stardust, red-skinned and white-fleshed; Lapin, large, round and red; Sweetheart, large, red and heart-shaped; Kordia, black-skinned and red-fleshed; and Staccato, the classic red cherry.

"All our cherries have individual characteristics. What they have in common are their size, flavour, appearance and the fact that they come from Central Otago. Our region is famous for producing the best cherries in the world because the climate and soils are ideal for growing cherries, and cherry connoisseurs around the world know this," Kirk concluded.

Source: Mundoagro
Images: Southern Fruits International

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