Miniature fruit making major leaps forward at Rockit™

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The first shipment of New Zealand grown Rockit™ apples is currently being stacked onto shelves in China, marking the end of another successful harvest for the Hawke’s Bayheadquartered miniature fruit company.

But despite record sales and global growth continuing along a steep upwards trajectory, chief executive Mark O’Donnell, who joined the business in January, says the team has experienced a more difficult season than usual, marred by Covid-related challenges and labour shortages.

“While harvest is always a thrill for Rockit, I think the delight at producing record volumes of apples for local and global consumer markets was accompanied by a collective sigh of relief,” he begins.

“It’s both comforting and exciting to see our apples being unpacked into stores in China, which is a major market for us – we’ve just kicked off a new marketing campaign there that will help spread the word about our unique miniature apple variety and that should drive sales further.” Mark says on orchard, Rockit enjoyed very good growing conditions this year which, combined with significant improvements to its technology, has helped set the company up for a bumper season. “We’re up 65% on 2020 volume and the quality is excellent – great flavour and sweetness, with dry matter content and brix very close to what we saw last season.”

But, he says, Rockit has certainly been not immune to the pressures the sector is facing. “We know the industry has struggled to cope with a variety of challenges, staffing being the most pressing. This season has been a challenging one for picking at Rockit too. We’ve had to think on our feet and launch marketing campaigns that reach new audiences, and while these have definitely helped to attract new workers to pick with Rockit, it’s been a struggle.”

Platforms have helped Rockit to diversify its workforce, with a wider demographic able to join the team on orchard to pick using the self-drive technology. Mark says he sees an exciting future for the platforms and a gradual phasing out of ladders, “and this should help cushion us from any impending issues with employing overseas workers during our critical harvest period.” Despite the challenges with staffing numbers faced by every grower this year, sales have been solid. “Rockit has sold extremely well offshore, and 2021 is set be our best year yet,” Mark says. “Our markets in greater China, Vietnam and South East Asia are expanding, with the Middle East also in growth. This year we plan to extend our reach into the sub-continent, with increased distribution through India and a launch into Sri Lanka.” At a time when food safety, secure supply chain management and family health and wellness are front and centre in people’s minds, Mark believes there is a growing appetite for fresh fruit and vegetables right across the globe, and that this puts all New Zealand food producers at a distinct advantage. “Our produce is already of an outstanding quality, and added to that, our country is virtually free of Covid-19. If New Zealand companies’ health and safety protocols and supply chain processes are well-documented, this stands to ensure an additional layer of confidence for those that choose our wonderful New Zealand grown products.” Rockit is currently in the final stages of preparations for opening its new state of the art global headquarters, packhouse and coolstore in Hastings. The investment has been major, says Mark, but it’s one that will help in the management of environmental impacts through leading digital innovation. Additionally, the purchase of new equipment will enable the company to trial some non-PET (polyethylene terephthalate) packaging alternatives later in the year.” “Our new season fruit is already being packed at the new building, and it’s been exciting to see the efficiencies that are being made at the new plant. There’s a buzz in the air, attendance is excellent, and – importantly – the tech is working well.”

2021 is set be our best year yet

Rockit welcomed new investors on board earlier in 2021, following a successful capital raise. Ngāi Tahu Holdings has taken a 6% stake in Rockit, and Punchbowl Investments-led group PB Rock has lifted its combined Punchbowl and PB Rock stake to 15%. Mark points to the investment as further evidence that Rockit remains buoyant and prosperous. “Given we have so much more growing to do, innovations to roll out and new markets to tackle, we see great strategic alignment in these relationships. Yes, 2021 has been a tough one for our industry, but we’re excited to look ahead, think big, and continue to inspire people to take on the world one bite at a time.”