Exhibiting at Asia Fruit Logistica 2025

Freshco – The Fresh Fruit Company of New Zealand Ltd is one of New Zealand’s premier integrated fresh produce exporters, operating across the full value chain from orchard development and ownership to post-harvest processing, branding, and international distribution. Headquartered in Auckland and operating since 1989, Freshco has built a global reputation for consistency, innovation, and premium quality in the fresh fruit sector, particularly apples, cherries, and squash.

Core Business

Freshco functions as a vertically integrated exporter and grower-partner in the New Zealand horticulture industry. The company controls and coordinates:

• Orchard development and management
• Packing and post-harvest operations
• Brand marketing
• Export documentation and global logistics
• Market development and supply programs

Its vertically aligned supply chain ensures full traceability, operational flexibility, and quality control from farm to overseas retailer.

Product and Service Offerings

Freshco’s product portfolio is designed to serve premium retail programs and wholesale distribution across multiple continents. Major categories include:

• Apples:

  • Freshco is a leading exporter of premium apple varieties including proprietary and licensed cultivars such as:
    • Breeze® – early season red apple
    • Sonya® – sweet, low-acid variety developed in New Zealand
    • Other specialty and heritage varieties
  • Apples are sourced from the company’s own orchards and partner growers in Hawke's Bay and Nelson regions.

• Cherries:

  • Fresh, export-grade cherries produced during the Southern Hemisphere summer.
  • Packed for airfreight shipments to Asia and the Middle East.

• Squash (Kabocha):

  • High-grade Japanese pumpkin exported primarily to Japan and South Korea.
  • Harvested from North Island production regions and processed through Freshco's own supply systems.

• Other produce:

  • Seasonal vegetables and fruits exported via Freshco's group partnerships and grower networks.

The company supports private label packaging, pre-packs, and bespoke labeling for global supermarket chains.

Specialization and Core USP

Freshco’s core competitive advantages include:

• Proprietary apple cultivars developed in-house and via global breeding partnerships.
• Early-season market entry via Breeze® and other early cultivars for Asian and Gulf markets.
• Integrated orchard ownership and management, giving direct control over agronomic practices.
• Custom marketing programs tailored to regional consumer preferences, packaging norms, and shelf-life requirements.
• Dedicated export division with multilingual support and logistics specialization for air and sea freight.

Financial Overview

Freshco is a privately held company, but public records and trade intelligence estimate:

• Annual export revenue of approximately NZD $45–60 million
• Export volumes exceeding 1,000 containers annually of apples, squash, and cherries
• Owns and operates or partners with over 300 hectares of orchard land in Hawke’s Bay and Nelson
• Supports over 100 employees across peak operational seasons, including packhouse and logistics teams

Its long-standing export programs and international brand development indicate stable mid-tier enterprise performance in New Zealand’s horticultural export industry.

International Shipments

Freshco exports fresh produce to over 30 countries, with major markets including:

• Asia: China, Thailand, Vietnam, Malaysia, Singapore, Hong Kong, Taiwan
• Middle East: United Arab Emirates, Saudi Arabia, Qatar, Kuwait
• North America: United States, Canada
• Europe: United Kingdom, Germany, Netherlands
• East Asia: Japan and South Korea for Kabocha squash

The company utilizes both containerized sea freight for apples and squash, and airfreight for cherries during peak December–January window.

Export certifications are managed internally, ensuring all phytosanitary, food safety, and traceability standards are met.

Target Market

Freshco targets premium buyers, including:

• Supermarket Chains: Retail-specific pre-pack programs under Breeze® and Sonya® brands
• Produce Importers & Wholesalers
• E-commerce platforms for fresh fruit
• Air-freight programs for seasonal promotions
• Industrial clients sourcing squash and secondary-grade fruit for processing

The company tailors packaging and branding for each destination market and works closely with on-ground partners for merchandising and sell-through optimization.

Capabilities

• Post-Harvest Infrastructure:

  • Modern packhouses in Hawke’s Bay and Nelson
  • Advanced grading and sorting lines for apples and cherries
  • Cold chain logistics and storage capabilities

• Agronomic & Orchard Services:

  • In-house team of agronomists for quality monitoring
  • Partnerships with breeding programs for new variety development

• Export and Documentation:

  • In-house logistics team with global freight experience
  • Export certification and compliance documentation for over 30 countries

• Marketing & Sales:

  • Proprietary brand development (Sonya®, Breeze®)
  • Co-branding and private label support for global retail chains

Certifications and Compliance

Freshco complies with all leading New Zealand and international food safety and sustainability standards, including:

• GlobalG.A.P.
• NZGAP (New Zealand Good Agricultural Practice)
• BRCGS (British Retail Consortium Global Standards)
• Sedex/SMETA ethical audit participation
• MPI Export Certification from the New Zealand Ministry for Primary Industries
• GRASP and HACCP-compliant packhouse operations

These standards enable Freshco to maintain high-performance export programs into regulated markets such as the EU, USA, Japan, and the Middle East.

Customer Testimonials

While direct testimonials are not listed, Freshco's brands and export programs are widely recognized by industry buyers. Trade sources note:

• “Freshco is known for consistent quality and early market access with Breeze®.”
• “Reliable New Zealand apple exporter with strong branding and packaging execution.”
• “Flexible packing formats and responsive logistics — a trusted partner during cherry season.”

Major Achievements

• Launched Breeze® apple internationally, one of the earliest New Zealand apple varieties to reach Asian shelves
• Exported over 1 million cartons of apples in peak 2022–23 season
• Introduced proprietary cherry and squash programs with integrated cold chain logistics
• Built Sonya® into a globally recognized sweet apple brand
• Sustained 30+ years of operations in competitive global fruit export markets
• Featured exhibitor at Asia Fruit Logistica, Fruit Logistica Berlin, and Global Produce & Floral Show