Envy apple sales soar in Taiwan amid growing demand for premium fruit

T&G Global says over the past eight years, with the support of local importers, distributors and customers, it has built a strong presence for the apple brand in Taiwan. This has seen volumes grow 25% year-on-year.

With a population of 23 million, strong trading relations between Taiwan and New Zealand, and Taiwanese consumers purchasing about 2.8 million metric tonnes of fruit each year, Taiwan has become a key growth. T&G last week announced it will open a Taiwan office next month, marking an important milestone in the company’s growth and expansion in Asia.

Shane Kingston, T&G’s chief operating officer apples, says the establishment of an office will enable the company to further grow its highly sought after Envy brand, benefiting consumers, customers and growers.

“With the premium brand firmly established in the market, and in line with our global apples growth strategy, the opening of an office is the next phase in our growth.

“It will enable us to further deepen our strong customer relationships, increase the availability and ranging of our premium apple brands, respond to market trends and insights, and maintain high-quality standards. We will be able to connect with more consumers and further grow demand for our premium Envy branded apple, and in coming years for our new premium Joli apple brand as well. The benefits of this will then return value back to our growers.”

Once open, Taiwan will be T&G’s sixth office in Asia, joining existing offices in China, Singapore, Thailand, Vietnam and Japan. The company also has offices in the Americas, UK, Europe and Australasia.

“We are very intentional in the markets and territories we operate in, strategically analysing their growth potential before entering and establishing a presence,” says Kingston.