Bay apples win praise from China

Longview marketing director Wayne Yule shows off an award his firm received for being one of the top 10 best and most recognised international fruit brands in China. Behind him are site manager Michael Cacciopoli and director Frank Cacciopoli. Photo / Warren Buckland

Hawke's Bay's reputation for producing premium apples has stepped up another notch in the wake of Hastings company Longview picking up a prestigious "top 10" trophy in China.

"We got the news we were up for an award about four weeks ago," marketing director Wayne Yule said, adding it meant a change to the schedule he had arranged for his visit to Asia late last month to meet with importers and attend the annual Fruit Logistics conference in Hong Kong.

"One big customer said you have won an award - you had better come a bit earlier," Mr Yule said.

So he re-arranged his plans so he could attend the China Fruit Marketing Association conference which was being staged in Xi An.

"There were some big [international] names there," he said.

The conference attracts major players in the global fruit industry - covering all fruit types and countries.

Mr Yule said Longview had been exporting into China for about 12 years and the market there revolved around the very finest product - premium apples which the Longview New Zealand Pacific Queen variety was deemed to be.

He said about 10 to 12per cent of the Longview apples now went to China and was in no doubt the recent accolade would see that figure rise.

At the conference he stepped forward to receive the award for the Hastings company being selected as one of the top 10 most recognised and respected fruit brands currently available in China.

The only other New Zealand brand to make the list was Zespri.

"Yes, it was quite a deal going up there to receive it."

Mr Yule said while it was a notable achievement, it was also valuable for the Chinese importers who took the company's Pacific Queens.

"It is great for them as this carries a lot of kudos there in China."

He added it was also good news overall for Hawke's Bay as a region as, like the growing wine exporting industry into China, it added to the whole region's reputation so everyone could ultimately benefit.

"The market up there is very strong and it is also very challenging - you have got to have the quality."

The award had underlined that factor, and Mr Yule said in terms of having enough future product to supply expanding markets that too was being catered for.

"There is a lot of Queens being planted now," he said.

"It's a challenge because it is not an easy apple to grow but when it's done right it is very rewarding."

The company operates a highly automated packing house which uses optical grading and sorting technology which allows it to supply to precise specifications and requirements.