Feijoa sales in London may be just the start

A Hawke's Bay feijoa grower has Londoners paying top dollar for his fruit - but he has his sights on larger export markets.
Just Feijoas manager Hamish Blackberry, 27, has sold the last of this season's feijoas harvested from his Havelock North orchard.
The feijoa season runs from mid-April to the end of May. Cool storage allows him to sell at the Farmers Market in Hastings and Napier until late June.
This season, Just Feijoas air-freighted 150kg of the fruit to London's Kiwifruits New Zealand Shop.
At the Farmers Market, a single feijoa costs 50 cents. In London, one sells for more than $4.
Mr Blackberry said ex-pat Kiwis were his main clientele because the British did not like trying new products, judging by the apprehension when British tourists taste-tested produce at the Farmers Market.
"You can watch their facial expressions and you know if it's been a bit sharp on the palate," Mr Blackberry said. They had seen the stall with a sign saying "feijoas" and were bamboozled by the word.
"They'll try it and some will enjoy it, but, for the majority, it's not quite their thing."
Feijoas took a week to reach the British market and the fruit's delicate nature made them poor travellers.
"They are a different beast than an apple or a kiwifruit," Mr Blackberry said. "They are more of a sub-tropical fruit, whereas an apple will ripen on its way to the market.
"Once you get feijoas off the shrubs, they're pretty much ready to eat and they don't have the storage potential in them."
Mr Blackberry was eyeing the closer, larger markets in Asia but was realistic about the fruit's appeal.
"Singapore, Hong Kong and Japan - I'm hoping. The feijoa will never become the kiwifruit. It's always going to be a niche market but I'm sure there's a lot more potential for it than has been found.
"The kiwifruit was originally the Chinese gooseberry, so it has already got that Asian link to it, whereas a feijoa is a native of South America.
"But I think the Asians are more inclined to try something new rather than the British, who will steer clear."
Just Feijoas' Asian marketing campaign would launch at a trade show in Hong Kong in September.
Last year's Asia Fruit Logistica attracted 4100 fresh-fruit and vegetable business people from more than 60 countries.
Just Feijoas' marketing campaign would push the product as proudly Kiwi, Mr Blackberry said.