The skipper’s cricket ties in countries such as India had heightened the popularity of the apple brand in places once thought beyond reach, he said.
O’Donnell said Williamson had been committed to the partnership and had now taken a stake in the Longlands Rockit apple site just south of Hastings.
“Kane’s spent time with us in Hawke’s Bay, learning first-hand about the innovation we’re rolling out across our orchards, and into the packhouse.
“He’s taken time to ask questions and understand how we’re growing our fruit and what the company’s doing to support our orchardists, along with our goals and aspirations as a brand. And he has skin in the game.”
Rockit secured the Supreme Award at the New Zealand International Business Awards.
The brand is making a push into a variety of cricket-loving nations throughout the Middle East and Asia.
O’Donnell said Williamson would be participating in social media campaigns for the brand in those countries in 2023.
Coach Gary Stead said the medical appointment on Tuesday had nothing to do with Williamson’s historic elbow complaint.
“Kane’s been trying to get this booked in for a while now, but unfortunately it hasn’t been able to fit into our schedule,” Stead said.
