Despite obstacles created by covid-19, the producers of the globally trademarked Rockit apple, who are currently shipping their final export containers for 2020, have met export volume and price targets that were set before the pandemic, with turnover up 25% year-on-year.
Rockit Global, which last week released its latest 2020 season forecast to its grower partners, is forecasting orchard gate returns of $1.84-$1.92 per standard tube equivalent. In conventional industry metrics these equate to returns of around $75 per carton and over $225,000 per hectare on mature orchards.
Chair John Loughlin puts the result down to the company’s reputation for excellence, its expansion into new markets and the development of compelling digital marketing campaigns.
“To have attained such a robust result in a very challenging season is extremely encouraging,” he says.
“Our approach has been to find ways into new channels and territories – launching Rockit into Kuwait and India this year – and to roll out a suite of marketing initiatives in our biggest consumer markets, speaking directly to our customers in China and the Middle East.”
Those marketing campaigns saw 500 carefully chosen social media influencers work closely with Rockit to drive relatable content into the feeds of household shoppers – who were, by virtue of the pandemic, spending more time at home and shopping for groceries online.
Rockit doubled its social media following in China, exceeding all its targets for the year.
The company made a big play for the Indian market this year, getting Black Caps captain Kane Williamson on board before the Indian Premier League season.
Williamson now carries the Rockit insignia on his bat.
India is the 28th country where Rockit is sold. The small, sweet miniature apples – a cross between a Gala and Gala Splendour, for which the company holds exclusive global rights – are grown in nine countries, including New Zealand.
Loughlin says Rockit Global has much to look forward to next season, with the opening of its state of the art packhouse, coolstore and office facility in Hastings.
