SlideShare a Scribd company logo
 The	
  New	
  Zealand	
  Pipfruit	
  Sector	
  
	
  March	
  2012	
  
New	
  Zealand	
  –	
  India	
  –	
  common	
  heritage	
  
Our	
  Hero	
  is	
  your	
  Hero	
  too	
  
The	
  Game	
  
3%	
  of	
  kiwis	
  are	
  of	
  Indian	
  descent	
  
Imports	
  	
  
Variety	
  Mix	
  
NZ	
  VarieAes	
  –	
  The	
  Red	
  Delicious	
  Challenge	
  
A	
  new	
  taste	
  experience	
  
Why	
  pay	
  a	
  premium	
  for	
  NZ	
  Royal	
  Gala?	
  
The	
  Value	
  ProposiAon	
  
The	
  promise	
  of	
  safe	
  fruit	
  grown	
  in	
  a	
  
beauAful	
  environment	
  
The	
  promise	
  of	
  good	
  taste	
  
The	
  original	
  home	
  of	
  Royal	
  Gala	
  
Launch	
  for	
  NZ	
  Apples	
  March	
  2011	
  
100%	
  Pure	
  Launch	
  March	
  2011	
  
Pink Lady® Apples ©
Copyright 2008
Pink Lady® Apples © Copyright 2008
Pink Lady® Apples © Copyright 2008
“So much more than an apple”
Fresh Produce India 2012
• What	
  makes	
  PINK	
  LADY	
  different	
  -­‐-­‐-­‐-­‐	
  
PINK LADY apples are based on a
wonderful variety Cripps Pink -
possibly the best apple in the world.
Consistent quality is ensured by
strong, enforced, quality standards.
These are uniform throughout the
world.
PINK LADY has an international
club who share information
Current PINK LADY® status
A worldwide involvement
Pink Lady® Apples ©
Copyright 2008
Pink Lady® Apples © Copyright 2008
USA
4100 ha – 24%
96,000 tons
Brazil
500 ha – 3%
12,000 tons
Uruguay
180 ha – 1%
2,500 tons
South Africa
2060 ha – 12%
57,000 tons
Europe
3800 ha – 22%
110,000 tons
Australia
1600 ha - 9%
66,000 tons
New Zealand
450 ha – 2.5%
18,000 tons
Argentina
1240 ha – 7%
30,000 tons
Chile
3000 ha – 18%
70,000 tons
46 % north hemisphere
54% south hemisphere
Total planted end
of 2011: 17.000 ha Total estimated
production in 2011:
460,000 tons
Japan
2011 Planting & Production
estimates: Source IPLA & WAPA
Tastings - Shanghai
Promotion - China
In-store promotional events:
Promotion 2011 Europe
Consumer Research – India 2012
Pink Lady v Washington Red Delicious
	
   	
  	
  	
  	
  	
  	
  Pink	
  Lady	
  	
  	
  	
  	
  Red	
  Delicious	
  
Fragrance 	
   	
  66% 	
   	
  33%	
  
Freshness 	
   	
  80% 	
   	
  20%	
  
Packaging 	
   	
  60% 	
   	
  40%	
  
Juiciness 	
   	
  73% 	
   	
  27%	
  
Price	
   	
   	
  44% 	
   	
  55%	
  
DistribuAon	
  –	
  India’s	
  Challenge	
  
Main Ports
Growing Regions
• Recent	
  phytosanitary	
  measures	
  
designed	
  to	
  protect	
  India	
  	
  apple	
  
growers	
  
• Improving	
  producAon	
  to	
  make	
  the	
  
India	
  industry	
  compeAAve	
  is	
  a	
  far	
  
be]er	
  soluAon	
  long	
  term	
  
• The	
  New	
  Zealand	
  industry	
  stands	
  ready	
  
to	
  assist.	
  
Improvement	
  –	
  not	
  protecAon	
  
Thank	
  you!	
  

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file008818.pdf

  • 1.  The  New  Zealand  Pipfruit  Sector    March  2012  
  • 2. New  Zealand  –  India  –  common  heritage  
  • 3. Our  Hero  is  your  Hero  too  
  • 5. 3%  of  kiwis  are  of  Indian  descent  
  • 7. Variety  Mix   NZ  VarieAes  –  The  Red  Delicious  Challenge  
  • 8. A  new  taste  experience  
  • 9. Why  pay  a  premium  for  NZ  Royal  Gala?   The  Value  ProposiAon   The  promise  of  safe  fruit  grown  in  a   beauAful  environment   The  promise  of  good  taste   The  original  home  of  Royal  Gala  
  • 10. Launch  for  NZ  Apples  March  2011  
  • 11. 100%  Pure  Launch  March  2011  
  • 12. Pink Lady® Apples © Copyright 2008 Pink Lady® Apples © Copyright 2008 Pink Lady® Apples © Copyright 2008
  • 13. “So much more than an apple” Fresh Produce India 2012 • What  makes  PINK  LADY  different  -­‐-­‐-­‐-­‐   PINK LADY apples are based on a wonderful variety Cripps Pink - possibly the best apple in the world. Consistent quality is ensured by strong, enforced, quality standards. These are uniform throughout the world. PINK LADY has an international club who share information
  • 14. Current PINK LADY® status A worldwide involvement Pink Lady® Apples © Copyright 2008 Pink Lady® Apples © Copyright 2008 USA 4100 ha – 24% 96,000 tons Brazil 500 ha – 3% 12,000 tons Uruguay 180 ha – 1% 2,500 tons South Africa 2060 ha – 12% 57,000 tons Europe 3800 ha – 22% 110,000 tons Australia 1600 ha - 9% 66,000 tons New Zealand 450 ha – 2.5% 18,000 tons Argentina 1240 ha – 7% 30,000 tons Chile 3000 ha – 18% 70,000 tons 46 % north hemisphere 54% south hemisphere Total planted end of 2011: 17.000 ha Total estimated production in 2011: 460,000 tons Japan 2011 Planting & Production estimates: Source IPLA & WAPA
  • 18. Consumer Research – India 2012 Pink Lady v Washington Red Delicious              Pink  Lady          Red  Delicious   Fragrance    66%    33%   Freshness    80%    20%   Packaging    60%    40%   Juiciness    73%    27%   Price      44%    55%  
  • 19. DistribuAon  –  India’s  Challenge   Main Ports Growing Regions
  • 20. • Recent  phytosanitary  measures   designed  to  protect  India    apple   growers   • Improving  producAon  to  make  the   India  industry  compeAAve  is  a  far   be]er  soluAon  long  term   • The  New  Zealand  industry  stands  ready   to  assist.   Improvement  –  not  protecAon