Five years since the launch of Golden Bay Fruit’s exclusive Cherish™ apple variety, demand across Asia-Pacific is matching the significant growth of these candy pink apples.
The Cherish apple launched in 2018 saw around 100,000 pieces of fruit exported to selected Asian markets. In just five years the volume has reached 70 containers, and demand is just as strong. To support the rapid expansion, Golden Bay Fruit are supporting retailers with marketing promotions and have refined the Cherish key messaging based on sales insights and commentary.
Marketing Director Eleni Hogg explains: “The factor that differentiates Cherish is the candy-pink hue and tropical flavour notes”, “so we wanted to play up those elements in the brand storytelling and also bring the Cherish name and ‘feel the love’ tagline to life with cute romantic graphics and supporting video. These assets have been localised and rolled out across key Asia markets in point of sale, online retailers and gift with purchase materials.”
Cherish has been particularly well received in greater China where customers love the pink hue and super sweet flavour, earning the variety a spot in premium retailer Hema Fresh. “This is a real testament to the quality our New Zealand team has achieved with Cherish and the unique attributes of the brand,” says Golden Bay Fruit’s Asia Commercial Manager Wendy Cai.
Meanwhile in Vietnam, the apple was featured at the recent “Made with Care” showcase supported by New Zealand Trade & Enterprise and is available at several premium retailers supported by regular in-store tastings, gift with purchase and displays.
Heath Wilkins, Golden Bay Fruit Managing Director, shares: “We’re delighted to see Cherish succeed in market. This is one of the harder varieties to grow and it has taken hard work at an orchard and pack house level to make sure Cherish™ arrives in prime condition. In the last couple of years this work has paid off and we’re seeing customers come back for more. Our current planted volume will peak at around 100 containers, and we are also continuing with our planting program to ensure that we meet increased future demand.”