Envy Apples Deliver Brand Success in US Market

New Zealand Trade Commissioner, Los Angeles, Haylon Smith, and supermodel and actress, Rachel Hunter, recently joined T&G Global in Los Angeles to celebrate the Envy apple brand’s outstanding success in the North American market.

Over the past year, more than 2.1 million cartons of Envy apples were sold in the U.S. The in-demand premium apple brand has skyrocketed to the top of the sales charts for a branded apple, earning 18.3% dollar sales growth and 18.0% volume growth (Source: Nielsen, Total U.S., Apple Category, L 52 weeks ending September 11, 2021). In addition, the apple was recognised as “Best in Produce” by Kitchn in its 2021 “Kitchn Essentials: Grocery Edition,” an annual selection of the must-have grocery items hand-picked by Kitchn editors.

First launched in North American produce departments in 2010, after years of extensive evaluation by New Zealand researchers and apple growers to ensure the variety meets and exceeds consumer expectations, Envy is an apple renowned for its beautifully balanced flavour, uplifting aroma, crisp texture, and slices that stay white for longer. These are qualities prized by consumers around the globe, including in the U.S., withT&G Global’s recent U.S. shopper study finding Envy outperformed popular branded and mainstream apple varieties in frequency of shopping trips, spend per trip, buy rate and average basket size.

Envy apples are grown in 15 countries, each carefully selected for its prime growing regions to produce Envy apples at the quality international consumers now expect from the brand. In the U.S., Envy apples are grown only in Washington state’s pristine apple growing regions.

“It’s great to see Envy™ supported by its hard working and dedicated apple growing community and its strong supply chain, succeeding in the U.S. market. The U.S. is crowded and competitive, so here at New Zealand Trade and Enterprise we work alongside Kiwi brands to help them grow and succeed. Envy™ has really captured and shared its New Zealand origin story and commitment to harnessing innovation and high quality as part of its premium positioning," said New Zealand’s Trade Commissioner in Los Angeles, Haylon Smith. 

New Zealand Trade and Enterprise (NZTE), which proactively supports the international growth and success of New Zealand products, has supported Envy apples in the U.S. with its “Made with Care” campaign, a global marketing initiative designed to grow awareness, preference and demand for New Zealand food and beverage products around the world.

Another proud New Zealand “export,” internationally acclaimed supermodel, actress and television host Rachel Hunter, has partnered with T&G Global to raise awareness of Envy apples.

"Coming from New Zealand, I’ve always had an appreciation for the care and dedication that our growers put into their produce. Almost every industry has faced unique COVID-19 related challenges over the last year and a half, and our community of growers have shown true New Zealand spirit in overcoming these challenges. It was great to meet with Trade Commissioner, Haylon Smith, to celebrate the 2021 season of Envy apples grown back home, and the continued success of these beautiful apples which are also grown here in the United States. I have long been a fan of Envy apples and it’s wonderful to see delicious Envy apples in stores worldwide," said Hunter.

T&G Global’s Head of Marketing for North America, Cecilia Flores Paez was honuored to accept recognition from these well-respected New Zealand representatives. “It is a joy to be a part of this beloved brand that exists today thanks to incredible dedication to innovation and commitment. New Zealand’s apple industry brought a beautiful piece of fruit to the world, truly providing the ultimate apple experience,” she said.

“Envy continues to earn its success with every single bite, and we are introducing it to more and more consumers now that it is sold in nearly all major supermarkets in North America.”

Envy is marketed by CMI Orchards, Rainier Fruit Co. and Oppy. Visit envyapple.com