With increasing global demand for T&G Global’s premium Envy™ apple brand, the company continues to invest in its dual-hemisphere multi-sourcing strategy, with the first commercially produced Chinese Envy™ to be sold in China this month.
T&G Global Chief Executive, Gareth Edgecombe, says the opportunity for Envy™ in China is significant and growing a managed commercial volume there is an important part of its growth strategy.
“The Envy™ brand is used in conjunction with a premium branded apple with an exceptional taste, which many New Zealanders may not be familiar with. It was developed here in Aotearoa by harnessing Kiwi-IP and is on track to become a billion-dollar brand,” says Gareth.
“To meet forecast consumer demand of 18 million tray carton equivalents by 2030, we need to maximise our multi-country sourcing strategy across the Northern and Southern Hemispheres. That’s why we license the growing of Envy™ in Aotearoa New Zealand and in other countries, including now China. Doing this helps ensure the continual availability of this premium brand and that consumers and retailers have confidence in the legitimacy and quality of the fruit.
“Initially, we are working with Joy Wing Mao, who were granted a license in 2018 to grow and sell a managed commercial volume of Envy™ in China, and it’s these volumes which will soon appear on-shelf in China.
“Growing the brand’s footprint requires us to ensure we have the right protections in place to vigorously protect and defend our IP for the benefit of breeders, growers, retailers and T&G. This is something we’ve always done and will continue to do through plant variety rights, patents and trademarks, and with the support of leading intellectual property law firms both in New Zealand and offshore.”
T&G’s variety management subsidiary, VentureFruit®, leads and manages the licensing of all T&G’s plant varieties and brands, as well as leading action against any unauthorised plantings, propagation, counterfeiting and trademark infringements.