Prevar was created as a joint venture company in 2004, and this year they celebrate their 20th anniversary as a business. Based in Hawke's Bay New Zealand, Prevar is owned by industry - with shareholders New Zealand Apples & Pears Incorporated, Plant & Food Research and Apples and Pears Australia Limited.
Prevar was established to develop and commercialise new apple and pear varieties for licensing in New Zealand and around the world. Its role is to provide access to innovative new varieties that enhance category growth while generating price premiums.
"We have the responsibility of providing clear direction to the New Zealand Plant & Food Research Institute (PFR) apple and pear breeding programme for the delivery of new products that meet current and future market opportunities. We follow and anticipate consumer trends that transcend the immediate to 20-year plus timeframe," explains Amanda Lyon, Brand Manager.
"We re-invest a big chunk of our revenue back into R&D so that we stay at the forefront with the best products. At any point in time, we have a few hundred new varieties in stages of R&D that are narrowed down with only the very best making it into full production."
In 20 years Prevar has commercially licenced 18 varieties, entered into 36 license agreements, and it holds more than 183 trademark registrations across the globe.
"We have a lot to be proud of in our first 20 years of business, developing distinctive IP varieties known as Dazzle™, Rockit™, PiqaBoo® and Lemonade™ with Sassy™, Posh™ and Joli™ as the latest additions to our portfolio.
"We are very excited to be celebrating our 20th anniversary. There have been lots of investments over that 20 years, to be able to create a sustainable business that provides better returns for our growers, continues to support our industry and that delights our customers."
Prevar developed the PremA96 apple cultivar that has become a global sensation under the brand name Rockit™ by Rockit Global Limited, who own the brand. An amazing success story where an entrepreneur saw the opportunity to take what was a small snack apple, put it in a tube and build a great brand story that appeals to consumers in different parts of the world.
PiqaBoo®, is a special IP variety that combines the very best of Japanese, Chinese and European pears. Demand and excitement continue to grow as more and more consumers get a taste for this pear. There is an exciting future ahead for this unique fruit. "Amanda believes that in the next 20 years, we are going to see a revolution of the pear category, and Prevar are excited to be at the forefront of that with the PIQA® series."
"We are also very proud of the Dazzle™ brand in our portfolio. Dazzle™ is the sweet, crisp ready-to-eat apple that's amazingly delicious. Bright red with vibrant, glossy skin, Dazzle™ apples are packed full of juicy flavour with deliciously sweet, bright white flesh and a watermelon like crunch."
"One of our new partnerships is with T&G Global with a new variety which has been branded as Joli™. We are really excited about the future of this apple and look forward to supporting the Joli™ brand's global growth plans."
"There is an exciting future ahead. We are able to take the intellectual property that we've developed for producing in New Zealand and grow those apples and pears closer to the consumer in different markets around the world, utilising new technologies to better meet the ever-changing needs of our consumers and the changing needs of our growers," said Tony Martin, Chief Executive at Prevar.
Left to right: Amanda Lyon (Brand Manager), Tony Martin (Chief Executive), Duncan Park (Quality & Technical Manager), Snow Hardy (Commercial Manager).
"Whilst shipping the very best premium fruit from NZ to global markets will continue, this will be increasingly supported by the weightless export of our intellectual property. This will enable more growers around the world to grow the very best of NZ apples & pears. This in turn enables continued investment in world-class breeding, developing new technologies, industry capability and sustaining the environment," continues Tony.
"The first 20 years has been all about developing a really strong portfolio of products and brands that we can take from New Zealand to the world. The next 20 years will give us an opportunity to really dial up the innovation to meet the ever-changing needs of our consumer and growers."
For more information:
Amanda Lyon
Prevar
Email: [email protected]
www.prevar.co.nz