Thailand, despite its rich variety of tropical fruits, is showing a growing preference for New Zealand's apples and kiwifruit, with T&G Global observing a steady increase in demand for these fruits, especially the Jazz and Envy apple brands. James Gordon, T&G Global's general manager for Asia, highlighted Thailand's significant contribution to their global Envy export volume, accounting for 15.5%, and emphasized its importance in their expansion plans.
Thailand, along with Vietnam and Taiwan, represents a substantial portion of New Zealand's apple export market, with these countries collectively making up about a third of the total exports. China and the European Union are also notable markets. T&G has experienced annualized double-digit growth in Thailand for apple and kiwifruit sales since 2016, with the Zespri brand Kiwifruit being marketed through a partnership with Zespri. The 2023-24 season saw T&G market substantial volumes of Zespri SunGold and Green Kiwifruit trays in Thailand.
In terms of market preferences, Thai consumers show a willingness to invest in premium, high-quality fruit, with Envy apples leading the premium segment. This segment, though smaller compared to the value-focused fruit market, is significant in the Asian context. The Jazz apple brand, known for its unique sweet and sour flavor profile, also performs well in Thailand, albeit not as strongly as Envy.
Supply challenges are a notable issue for kiwifruit, with demand consistently outstripping supply. Brand recognition and premium positioning help maintain strong sales for both apples and kiwifruit. Additionally, T&G has introduced a new apple brand, Joli, expected to complement its existing premium apple offerings and is anticipated to be commercially released in 2028.
To meet the robust demand, T&G is increasing the volume of its Envy and Jazz apples, collaborating with growers across various regions in New Zealand. The company aims to ensure year-round availability of its fruit to maintain consumer loyalty and market presence in Southeast Asia, underlining the absence of a perceived limit on the fresh fruit segment's potential in the region.
Source: Farmers Weekly