John Paynter, the founder of the Yummy Fruit Company, reflects on the company's 50-year history in the fruit-growing industry in Hawke's Bay, stating, "I wouldn't have changed too much". The company, known for its introduction of three nectarine varieties, 19 apple varieties, and various other fruits, has experienced both groundbreaking achievements and setbacks. John, alongside his son Paul, recounted the journey of their company since its inception in 1974, highlighting their passion for horticulture and the challenges faced in marketing their produce.
The Paynters come from a lineage of fruit growers, with John expressing a lifelong enthusiasm for horticulture. The realization that marketing posed a greater challenge than growing fruit led to innovative strategies for overcoming market barriers. In 1960, the inception of Yummy Fruit Company began with the planting of a new, more durable nectarine variety by John and Peter Anderson. This step marked the beginning of their venture into creating a brand for their fruit, a novel concept at the time.
The company's branding efforts faced early challenges, including a significant setback during their debut in Auckland in 1974 when their product was destroyed during transport. However, they persevered, eventually finding success. Yummy Fruit Company further innovated the industry in 1975 by introducing stickers on fruit, a practice that has since become widespread. Despite facing disasters such as a destructive hailstorm in 1994 and the recent Cyclone Gabrielle, which wreaked havoc on their orchards, the Paynters remain committed to their business.
Today, Yummy Fruit Company and Johnny Appleseed focus primarily on the domestic market, with 80% of their products sold within New Zealand. The company's resilience and innovative spirit have made it a notable name in the fruit-growing industry, despite the challenges faced over the past 50 years.
Source: Hawke's Bay Today