Envy apple sales soar in Taiwan amid growing demand for premium fruit
Sales of premium brand Envy apples are booming in Taiwan.
Across 2025, T&G Global says it will pay a total of $172 million in returns to its network of Kiwi growers for Envy, Jazz, and commercial representing an uplift of $34 million or 25% on last season and continuing the positive trajectory of recent years.
T&G's chief operating officer apples, Shane Kingston says the 2025 returns reflect the strength of the company's growth strategy and the value of its investments.
"Over the last seven years we’ve built an integrated end-to-end apples business, from superior varieties, automation-ready orchards, right through to a sophisticated framework which builds global consumer demand at the right time to meet supply,” says Kingston.
“With a firm focus on being in service of grower returns and maximising value, it’s incredibly pleasing to see the value we’ve secured this year for our growers’ premium fruit, particularly given the context of U.S. import tariffs and lower consumer sentiment in some Asia markets.”
“This year’s sales velocity reflects the solid momentum behind us, and with global demand for premium apples continuing to grow, we know there’s a significant forward opportunity for our premium Envy and Jazz apple brands, which will create increased value for our growers.”
Envy and Jazz apples are both expected to deliver higher returns for growers in 2025, with Envy increasing by $0.70 per average tray carton equivalent (TCE), while Jazz returns are up $4.24 per average TCE compared to the year prior.
Read More:
- US tariffs and shipping delays push NZ apple exports to Asia
- NZ Apples and Pears Conference 2025: Industry milestones, climate challenges and a $2B goal
- T&G Global returns to profitability
“Our premium ENVY™ apple continues to perform well across Asia, with particularly strong demand in China, Thailand and Singapore, while JAZZ™ sales volumes grew 32% year-on-year and retained its position as the number one imported apple brand in Japan in 2025,” Kingston says.
Alongside its premium brands, T&G’s commercial apple export programme also delivered a solid performance in 2025. Sales velocity was particularly strong, with T&G’s commercial volumes sold 63% faster than last year and total volumes up 41% year-on-year.
Individual variety performance was led by Pacific Rose™, with returns up 29% and Fuji up 27% on 2024. Across the commercial varieties portfolio, T&G delivered an average 5% lift in grower returns this year. Consistent quality across the crop underpinned the programme’s performance and enabled strong momentum through the peak of the selling season.
