Envy apple sales soar in Taiwan amid growing demand for premium fruit
Sales of premium brand Envy apples are booming in Taiwan.
Two years on from Cyclone Gabrielle, New Zealand Apples and Pears’ (NZAPI) 2024 economic impact data shows an annual OGR of $1 billion and a total economic impact of $2.5 billion to the New Zealand economy.
It marks a 27% increase on the $1.9 billion total economic impact reported for 2023.
NZAPI says that the upward trajectory is expected to continue with its annual crop estimates predicting the 2025 crop will deliver a 10% increase on exports, from 19.1 million Tray Carton Equivalent (TCE) in 2024 to a potential 21 million TCE in 2025.
NZAPI chief executive Karen Morrish says this season’s crop is a return to form following multiple challenging years for the industry, adding that it is reflective of a move towards more high-value varieties.
“New Zealand apples and pears are renowned as a premium product,” Morrish says.
“While New Zealand is not the biggest supplier of apples in the world, we punch well above our weight globally. Our growers take pride in producing fruit that is healthy, clean and sustainable, and this year’s crop is exactly that.”
Morrish says demand in key export markets is strong, with consumers consistently returning for New Zealand fruit.
“We take immense pride in the economic impact that our industry contributes to New Zealand and the regions we live and work in and our economic impact statistics highlight the value of the industry’s work,” she says.
“With little change in planted area, increasing costs and yet a growth in our economic contribution, we can be confident that this has come from increased productivity, investment in high-value IP varieties and a diversification of international markets,” Morrish says.
“Our industry is pulling sustainable levers to grow our contribution and NZAPI wants to ensure a healthy operating environment that is conducive to prosperity remains.”
