Product Offerings
Product Categories:
fruits and vegetables, Apples, Fresh Produce
Products:
Apples: Dazzle™, Braeburn, Fuji, Granny Smith, NZ Queen™, Early Queen, Diva™, Ava, NZ Prince™, Pink Lady
Product Gallery:
Mr Apple New Zealand Limited is the country’s largest integrated grower, packer, and exporter of apples, representing approximately 25% of New Zealand’s total apple exports. Headquartered in Whakatu, Hawke’s Bay—New Zealand’s most productive pipfruit-growing region—Mr Apple is internationally recognized for its premium quality apples, sophisticated supply chain, and leadership in varietal innovation and orchard management.
Company Overview
Operating under the umbrella of Scales Corporation, a publicly listed agribusiness group, Mr Apple manages over 1,100 hectares of orchards and operates 9 modern packhouses and cold storage facilities. With a vertically integrated business model, the company controls every step of the value chain—from cultivation and harvest to packing, cold chain logistics, export, and marketing.
Each year, Mr Apple exports more than 5 million cartons (approx. 100,000 tonnes) of apples to over 60 markets worldwide, earning a reputation for fruit consistency, traceability, and compliance with strict international standards.
Product Portfolio
Mr Apple grows and exports a wide range of apple varieties, catering to both mainstream and premium segments:
- Dazzle™ – Large, sweet, and crunchy red apple, exclusive to New Zealand
- NZ Queen™ – Deep red, very sweet
- Early Queen – First variety of the Queen family, excellent early-season red apple
- Braeburn – Balanced sweet-tart flavor, known for storability
- Fuji – Extra sweet and dense, popular in Asian markets
- Granny Smith – Classic green apple, tart and crisp
- Pink Lady® – Branded Cripps Pink variety, late season
- Diva™ – Naturally sweet, crunchy, zero residue certified
- Ava™ – Red premium apple bred for appearance and sweetness
- NZ Prince™ – Full-colored, aromatic red apple
Apples are exported in multiple formats: bulk cartons, retail bags, tray packs, and customized branding options to meet retailer and importer requirements.
International Market Reach
Mr Apple exports to over 60 countries with a dominant presence in:
- Asia: China, India, Vietnam, Thailand, Malaysia, Taiwan
- Middle East: UAE, Saudi Arabia, Qatar
- Europe: UK, France, Germany, Netherlands
- North America: Canada, USA (limited)
- Latin America: Brazil, Colombia, Mexico
The company maintains in-market sales teams and distributor partnerships to optimize freshness, branding, and retail penetration.
Supply Chain and Logistics
- Orchards: Over 1,100 hectares of company-owned orchards, ensuring full control over inputs and traceability
- Post-Harvest Infrastructure:
- 9 packhouses with high-capacity sorting, grading, and robotic packing lines
- Cold storage with dynamic atmosphere controls for long shelf life
- Shipping & Logistics:
- Multi-port access (Napier and Tauranga) for export routes
- Long-standing partnerships with global reefer and container lines
- 12-month delivery capability thanks to controlled storage and staggered harvest
Certifications and Compliance
Mr Apple complies with a full suite of international food safety and ethical standards, including:
- GLOBAL G.A.P.
- GRASP
- BRCGS (British Retail Consortium Global Standard)
- Sedex (SMETA audited)
- SCS Zero Residue Certification for Diva™ and select blocks
- Organic Certification (limited acreage)
Each export carton is traceable back to the orchard block, ensuring full product accountability.
Sustainability and Innovation
Sustainability is embedded across Mr Apple’s operations:
- Water Efficiency: Precision irrigation and soil moisture monitoring reduce water use by over 40%
- Carbon Management: Low-emission cool chain; investment in electrified machinery
- Packaging: Transition to recyclable, biodegradable, and lighter materials
- Biodiversity: Shelter belts, pollinator-friendly planting, and pest-integrated control
- Residue-Free Apples: Diva™ certified under SCS Global Services as residue-free at harvest
Additionally, Mr Apple is an active participant in New Zealand’s Sustainable Farming Fund and R&D programs with Plant & Food Research.
Technology and Innovation
- Digital Orchard Mapping
- AI-enabled apple sorting and defect detection
- Mobile traceability apps for orchard and packhouse teams
- Data analytics for yield forecasting, harvest timing, and export strategy
These innovations ensure operational efficiency, fruit uniformity, and superior post-harvest performance.
Workforce and Employment
- Employs over 2,000 seasonal and permanent staff
- Workforce includes skilled roles in agronomy, logistics, food safety, automation, and marketing
- Recognized for ethical recruitment, housing, and worker welfare programs
- Member of New Zealand Ethical Employers and aligned with Sedex social compliance standards
Customer Testimonials
“Mr Apple delivers exactly what retail needs: high flavor consistency, perfect cosmetic appearance, and a steady supply window.”
— Fresh Produce Director, Major UK Supermarket
“Their Dazzle™ and Diva™ apples have outperformed competing imports across our premium shelf segment.”
— Importer, Vietnam
Key Achievements
- New Zealand’s largest apple exporter by volume
- 5M+ cartons exported annually to 60+ countries
- Exclusive grower-marketer of Dazzle™ and Diva™ premium brands
- Exporter of 100% Zero Residue apples (SCS certified)
- Consistently ranked among top 3 horticultural companies in New Zealand
- Contributor to over $800 million NZD pipfruit export industry
Mr Apple New Zealand Limited remains the benchmark for New Zealand’s pipfruit industry, combining orchard heritage with technological advancement and sustainability leadership to deliver world-class apples from tree to table.