Apricot brand makes a summer splash
Apricots from New Zealand’s largest Summer series exporter, Ardgour Valley Orchards, burst onto the world stage and domestic supermarket shelves under the Temptation Valley brand last month.
For the first time, Kiwis will also be able to buy Temptation Valley apricots and Temptation Valley cherries online for next-day delivery.
Sharon Kirk, Ardgour Valley Orchards’ international sales and marketing manager, says the Temptation Valley brand was developed to resonate with consumers all over the world.
She says the brand’s launch would mark a dramatic entrance for the first five specialty apricots released for commercialization by Plant & Food Research.
“Summer series apricots by Temptation Valley are uniquely New Zealand, moreish and tempting,” says Kirk.
“We developed an emotive brand to describe the feeling of summer love through the slightly different seasonal timing of Summer series apricots,” she says.
Kirk says the company wants consumers to “fall in love” with the fruit.
“The story of the brand starts with Summer Spark which is a promise of what’s to come as the season progresses,” she says.
“First you meet someone and there’s a spark, so the first to ripen is Summer Spark. That spark turns into desire (Summer Desire), then the charm develops as you get to know someone, (Summer Charm) and, as you fall in love, there’s a passion (Summer Passion) and finally a blaze (Summer Blaze).”
While all varieties were highly blushed, juicy and sweet with an expected brix around 18 compared with the industry standard of 9-11, each has its own distinct eating attributes, Kirk says.
“Over time, consumers will develop a taste for their favourite from the Summer series just as they have with other well-known apricot varieties,” she says.
“Temptation Valley is a beautiful, upbeat brand that matches the vibrancy of the apricots. The packaging is delightful, attractive and developed around a Garden of Eden theme that is one of richness and irresistibility. A sticker on each punnet, box and carton signifies which variety is inside.”
Ardgour Valley Orchards also produces Kioto variety apricots as well as four cherry varieties including hero cherry, distinctive white-fleshed, red-blushed Stardust and red varieties, Lapin, Kordia and Sweet Georgia.
For the export trade, Temptation Valley apricots will be presented in deep blue boxes (3kg, 5kg) while Temptation Valley cherries will be packed in red boxes (1kg, 2kg and 5kg). A 900g apricot punnet will also be available domestically.
