T&G Global, formerly Turners and Growers, is sending a contingent of 60 people to the fruit industry trade fair, AsiaFruit Logistica, in Hong Kong next week.
The size of team was a reflection of Asia's increasing importance as a growth market for the company, which is New Zealand's largest exporter of fresh fruit and produce by volume, it said.
Staff from T&G's offices in New Zealand, Australia, Thailand, Singapore, Japan, China, England, North America, Belgium, France, South Africa, Chile and Peru will attend the show.
Chief executive Alastair Hulbert said T&G had been attending the show for 10 years and the large presence reflected the growing importance Asia has for T&G's business.
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The company has had year-on-year growth in Asia. Thailand and China in particular are high-demand markets and T&G is experiencing strong growth in Vietnam and Malaysia.
The company now grows apples and partners with growers in France, UK, USA, Italy, Spain, Australia and New Zealand to fulfil increasing demand.
US-grown T&G apples will also soon appear on Asian supermarket shelves and in popular outdoor markets following a strong New Zealand season.
"Our New Zealand-grown fruit has sold exceptionally well in Asia this year and we expect sales to be just as strong for our US-grown apples given our focus on product consistency," Hulbert said.
Hulbert said a memorandum of understanding signed with Zespri in February to market their collective portfolio in Thailand, Laos, Myanmar and Cambodia is also bearing fruit. The portfolio includes T&G's Jazz and Envy apples and Zespri Green and Zespri SunGold.
NZX-listed T&G is 73 per cent owned by Germany's BayWa.