In the heart of Central Otago, New Zealand Cherry Corp (NZCC) is quietly leading a revolution in cherry marketing, one that’s turning a local grower into a global brand.
With a bold shift from traditional supply-push models to consumer-led demand creation, NZCC is setting a new standard for how premium fruit is grown, packed, and sold.
The company’s journey began with the vision of Reece van der Velden, whose leadership laid the foundation for NZCC’s transformation. As General Manager, van der Velden pioneered modern growing techniques and packaging innovations that helped elevate NZCC’s cherries to international acclaim.
His strategic focus on vertical integration, combining orchard management, high-tech grading, and state-of-the-art packing, ensured that only the best fruit reached global markets.
“Our goal was always more than just growing amazing cherries,” van der Velden noted in NZCC’s early plans.
“We wanted to grow a world-class business that could take New Zealand cherries to the world, while supporting our local community and growers”.
Under van der Velden’s guidance, NZCC became known for its meticulous quality control and world-class cherries. The company’s high-tech packing plant minimised fruit handling, preserving freshness and reducing waste.
More from Mark Pay, GM Global Sales & Marketing, New Zealand Cherry Corp Ltd in the latest issue here
