It's already the self-proclaimed kiwifruit capital of the world but now Te Puke wants to cement the title with an enormous fruit edifice in the middle of town.
Concept images of the towering structure have been released today as the local economic development group makes a bid to gain community support for a fruit-inspired landmark.
Te Puke Economic Development Group spokesman Mark Boyle said it would be positioned at the front of the railway station complex and linked to a new retail store focusing on kiwifruit products and attractions.
The town centre was due to be upgraded and it was seen as an opportunity to take the Bay of Plenty town forward, he said.
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It was hoped it would become an iconic drawcard for international tourists.
"Linking this to kiwifruit orchard tours will lift visitor spend, help our retailers and generally promote our value proposition of 'goodness grows here' with the township as the kiwifruit capital of the world," said Mr Boyle.
A local tourist attraction, Kiwi360, already uses a kiwifruit slice structure to advertise its business, which is 10 minutes' drive from the town centre.
Mr Boyle said it was not seen as detracting from the project as the company was some distance from town.