In New Zealand, feijoas are an autumn staple, permeating daily life as they drop from backyard trees, are shared in workplaces, and are incorporated into various culinary creations. This fruit, while deeply rooted in Kiwi culture, remains largely unknown beyond New Zealand's borders. Despite the global success of other New Zealand fruits like kiwi fruit, feijoas have not achieved similar international recognition.
Feijoas, though synonymous with New Zealand, originate from South America, specifically Brazil, Uruguay, Paraguay, and Argentina. In these regions, they grow wild but have not become a major crop. Outside New Zealand, feijoas have niche popularity in countries like Russia, parts of the United States, and Australia. In Russia and Georgia, they are found in markets and sometimes made into preserves or wine. In California, known as pineapple guavas, they are often overlooked. Australian interest in feijoas is mainly among New Zealand expatriates.
The limited global reach of feijoas can be attributed to several factors. Their unique taste, a blend of pineapple, guava, and perfume, is divisive. Additionally, feijoas have a short shelf life and are prone to bruising, complicating large-scale export. Unlike kiwifruit, which benefits from efficient storage and shipping, feijoas are challenging to transport. Marketing efforts have also struggled, as feijoas lack the aspirational branding seen with other exotic fruits.
Despite these obstacles, New Zealand growers have attempted to introduce feijoas to international markets through niche exports and commercial products like liqueurs and ciders. However, fresh feijoas have yet to make a substantial impact outside New Zealand. Some have trialed feijoa-infused products like gin and ice cream to make the flavor more accessible globally.
For feijoas to achieve international success, a strategic shift might be required, focusing on processed products to extend shelf life. Improved storage methods, controlled growing environments, or a branding overhaul could aid in this endeavor. Alternatively, feijoas might remain a uniquely New Zealand fruit, celebrated for their cultural significance and seasonal abundance.
Source: New Zealand Herald