New Turners & Growers CEO Geoff Hipkins says the bulk shipment of apples to Europe for packing is possible following the takeover from German conglomerate BayWa.
Turners & Growers is undergoing a strategic review following a management shake-up, which has seen Mr Hipkins appointed.
He recently completed a tour of BayWa's European processing facilities.
"When you look at their investments, particularly in vision, scanning and grading - one operation I went to had the ability of 40 different grades - they had state of the art, world class processing facilities," he said. "I'm thinking if we can use some of those storage processing facilities in a marginally costed sense, that could immediately improve the return to the New Zealand grower. That would mean picking and packing in bulk here and grading, sorting and final consumer packing closer to that European/German market."
He said there was much the New Zealand industry could learn from BayWa.
"I was lucky enough to meet some of their key growers in Southern Germany recently where their Kanzi apple variety has been successful and where they have worked very closely with their grower base. They have moved them through a transition of variety and have developed a very smart and sophisticated marketing campaign.
"The growers I met were excited - ecstatic with the personal relationship. If we can repeat something like that here, particularly around our Jazz and Envy varieties, that will be fantastic."
But the company is not about to reinvent the wheel.
"When I look at the promotion of Enza in the Apple and Pear Board days, they must have spent millions and millions on the promotion of that brand. That brand is still well respected for quality and that is what we have got to play on. I'll give it 1000 per cent effort to make sure we cash in on those brand values at the same time taking advantage of BayWa's partnership."
Mr Hipkins' appointment as CEO was one of several new appointments. Harald Hamster-Egerer is Chief Financial Officer and Dr Philipp Wahl is Chief Operating Officer.
BayWa representatives Klaus Josef Lutz and Andreas Helber have been appointed directors, with Mr Lutz as Chairman.
Sir John Anderson and John Wilson have joined the Board as independent directors.
Jeff Wesley, Christina Symmans and Hastings orchardist Brian D'Ath have resigned from the board.
Mr D'Ath retains his position as Global Variety Manager. Mr Hipkins said his grass-roots voice on the board would in part be replaced by John Wilson.
"He is obviously a Fonterra director, but also a farmer, a man of the land - you see it in the roughness of his hands. He will be out and about connecting with growers. He has already made a couple of comments that he would like to get out and meet some of our growers, understand their first-hand point of view and what their issues are. He will certainly be a voice around the table that will reflect our wider grower base for sure. So while we may not have a grower on the board we will have those direct links."
Mr Hipkins said the BayWa shareholding was the start of a brighter future for the industry.