In 2024, New Zealand's fruit export sector showed strong recovery and growth, particularly in apple production and processing. Improved yields, increased export volumes, and a shift toward premium varieties contributed to a better financial performance across orchard, juice, and export operations. Despite previous weather-related setbacks, the year marked a significant step forward in both output and strategic development for the industry.
© Scales
Scales Corporation's Horticulture division, anchored by Mr Apple, delivered a strong performance in 2024 with significant gains in both apple exports and juice concentrate volumes. Own-grown apple export volumes rose by 11% to 3.03 million TCEs, up from 2.73 million in 2023, contributing to a total of 4.13 million TCEs exported. This marked a 5% year-on-year increase and reinforced Mr Apple's contribution of 15.9% to New Zealand's total apple production.
The focus on premium apple varieties, such as Dazzle, Posy, NZ Queen, and Pink Lady, resulted in a 25% increase in premium variety export volumes, reaching 2.19 million TCEs in 2024. These high-value varieties accounted for 72% of total exports, up from 64% in 2023. Correspondingly, average FOB prices increased to NZD 45.6 for premium varieties and NZD 37.6 for traditional ones.
Juice production also experienced a record year through Profruit, which became a fully owned subsidiary of Scales in 2024. Juice concentrate sales surged to 7.8 million liters, a 35% increase from 2023, driven by strong demand and a higher volume of processed fruit. The integration of Profruit further strengthens Scales' vertical integration and value extraction from its horticultural operations.
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