The Golden Apple ENZAFoods

14 February 2012

THE GOLDEN APPLE ENZAFOODS

A company credited for revolutionising the apple industry by creating a market for fruit that used to be “mopped up as rubbish” has turned 50.

Johnny Appleseed's Managing Director, John Paynter says ENZAFoods innovation has meant growers can prosper because they’ve created a growing market for second grade fruit that can’t be exported.

“ENZAFoods is a world leader in the international juicing market and should be congratulated on 50 successful years in business. It has revolutionised the apple industry by creating a market for fruit that used to be ‘mopped up as rubbish’, he said.

New Zealand’s largest apple processing company, ENZAFOODS has launched into its processing season celebrating 50 years in business and the opening of its new $4 million processing line in Hastings.

The new $4 million line at its Hastings factory, purpose built to produce premium fruit products will create up to 30 new jobs bringing the workforce to over 150 during the season.

ENZAFoods is now injecting an estimated $40 million into the economies of Hawke’s Bay and Nelson and providing more profitable contracts to growers for second grade fruit.

General Manager Jon Marks says by pureeing and dicing apples, the company has created huge demand for premium fruit products under the FreshFields brand and is delivering profits back to growers.

“We’ve enjoyed tremendous growth, development and innovation, strengthening New Zealand’s international reputation as a premium processor of both fruit and vegetables.”

This year ENZAFoods will process 110,000 tonnes of apples, pears, carrots, berries, kiwifruit and feijoas into juices, juice concentrates, purees and diced andsliced products, supplied into industrial, food service, hospitality and retail markets in New Zealand, Australia, Japan, Korea, Southeast Asia and the USA

Key Statistics

Tonnes of Fruit and vegetables processed
2011 104,500 Tonnes
2012 Forecast 111,000 Tonnes

Turnover
2011 $52M
2012 Forecast $55M

Staff Employed
Permanent 98
Seasonal 150

Key Products
Juices and Juice Concentrates
Diced and Sliced Apple
Fruit Purees
Retail Apple Sauce and fruit snacks.

History Timeline

1962 – The New Zealand Apple and Pear Marketing Board opens the processing factory in Nelson to process 250,000 cases of lower-grade Nelson apples perannum into juice, puree and diced and sliced apples.

1964 – 50 tons of raspberries are processed. 9000 tons of apples are processed. Sales are domestic and exports to UK, Australia, Fiji, Hong Kong, Singapore and Kuala Lumpur.

1967 – The ‘Fresh Up’ mini can is launched

1974 – First operational season in Hastings – processing 5000 tonnes of apples into clear apple juice concentrate.

1980 - The first blackcurrants are processed in Nelson

1984 – Tetra Plant for packaging retail juice is installed in the Nelson factory.

1986 – The first cloudy apple juice concentrate is produced in Hastings for the Japanese market.

1987 – Due to continued growth in the apple crop, a major factory expansion is required in Hastings. FreshFields branch also launched.

1995 – Drummed Apple Sauce is processed for the Japanese market. Carrot processing commences in Hastings.

1998 – Frucor Beverages Ltd (FBL) sold and became separate identity.

2003 – Pouch pack equipment to replace the tin can is installed for diced and sliced apples.

2008 – Commence contract growing of process apples, and mechanical harvesting.

2010 – The FreshFields logo is rebranded and re-launched. Retail filling line commences in Nelson.

2011 – A new line to produce apple sauce and diced apple pouch pack and similar fruit products is constructed in Hastings. Apple sauce in 100g pouches is launched in New Zealand.

2012 and Beyond – Enzafoods plans to grow its value-added processed fruit business in retail, food service, and industrial markets in New Zealand, Australia and Asia, continue diversification into in to a range ofrelated fruit products , and to increase the crop volume processed into concentrates.

ENDS

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