Taking a bite of the US apple market

0

Apples

New Zealand apple exporters are right now busy supplying their crop to worldwide markets. Kiwigrown apples are as popular as ever with overseas consumers, and one new variety is making an exciting debut this year.

Throughout the New Zealand apple season millions of cartons of well-known varieties, like Royal Gala and Braeburn, are shipped around the world. Consumers from Amsterdam to Bangkok, Chennaito Dalian, and many other places in between, all enjoy a good crunchy Kiwiapple.

This season however, marks a special occasion for the New Zealand apple industry as the long-awaited, first ever commercial export shipment of Honeycrisp apples makes its way from Timaru to Philadelphia, USA, onboard the Maersk Line vessel, ‘Irene’s Rainbow’.

The Honeycrisp apple has been described by the New York Times as the “iPod of the orchard”. This delectable red fruit is known for being “explosively crisp” with amazing flavour and texture. It was originally discovered and developed by the University of Minnesota Department of Horticulture, and the variety consistently tops the lists of US consumer favourites.

Turning potential into reality

The inaugural shipment of two 40ft reefer containers comes after many years of test planting in a number of trial orchards around the country.

Honeycrisp is a cool climate variety and South Canterbury and Central Otago orchards have delivered excellent results. It’s a potential boon for growers in these regions where Honeycrisp pioneers Waipopo Orchards Limited and a handful of new growers are currently building up their crop to commercial level. Other industry players are following the developments with a keen interest.

New Zealand fruit marketer Fruit 2U Limited is in charge of marketing New Zealand-grown Honeycrisp apples to USA-based company Pepin Heights.

Director Murray Linnell is convinced about the positive prospects for this particular variety, saying the potential counter-seasonal demand from American buyers could be as high as one million cartons, the equivalent of 850 FFE.

While New Zealand might not be able to supply them all, local export volumes are expected to climb steadily to 150-200 FFE over the next few years.

Linnell adds that another great advantage of the Honeycrisp is its healthy grower return margins. He says the variety consistently achieves a price two to three times higher than other apples sold in the US.

“The Honeycrisp apple currently outearns any other variety of apples grown in NZ for the export market, and the first real proof of its potential will come from a successful product out turn in just over a month.”

Optimal product conditions

Reefer containers play an important role when it comes to shipping world-class quality apples. Not all apples are created equal, as colour, sugar content and flesh pressure (that’s the crunch) are all important considerations for choosing the right container type and settings.

The Honeycrisp is considered a vulnerable variety which requires a strict cool chain regime, from picking and storing at the orchard through to the final distribution to supermarket shelves.

Maersk Line New Zealand has worked closely with Mr Linnell and his team to ensure optimal product conditions during transportation.

Maersk Line’s local and global reefer teams understand the process of refrigeration and the key factors to prolonging the shelf life of products. Whether shipping chilled apples or frozen fish, Maersk Line’s expert staff have the extensive skills and know-how to ensure that cargo will get the care it requires.

Share.