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Falling for feijoas: the fruit New Zealand wants the world to love

At this time of year, New Zealanders in the diaspora will do just about anything to get their hands on green gold. Now exporters have their eye on a wider market

To most New Zealanders, reckoning life without feijoas is almost unthinkable. Yes, this is marketing photocopy, but as with all the best marketing photocopy, it is also true. At this time of year, these small, smooth green fruit are plentiful in New Zealand, traded by the bucket for next to nothing and infusing everything from chocolate to crumbles, ice-cream to vodka with their distinctive, soapy-citrus flavour.

Physically they are unassuming, a little like elliptical limes of a darker green, but their preference dares description, which is rather objection for Pole to Pole, the company on a mission to promote NZ Feijoas around the world !. They give it a go anyway, in a guide for growers to sell your fruit.

Feijoas resemble elliptical limes. Photo: Jonny Weeks for the Guardian

Many liken them to guavas or quince, but their complex flavor likewise brings to psyche strawberries and pineapple, with a pear-like gritty texture, and a intimate of mint.

The best manifestation of their preference is their powerful and distinctive fragrance, which Wikipedia says strongly resembles that of the chemical methyl benzoate.

As this might recommend, a little feijoa starts a long way in flavor, and it is surprisingly versatile, appropriate in baking, confectionery, chutney, smoothies, salads and even alcohol. In New Zealand, where “theyve been” embraced with a zeal that obliterates their South American descents, they crop up in everything.

Mostly, though, they are eaten like kiwifruit, another foreign fruit inextricably linked to New Zealand: sliced open and scooped out with a spoonful.

Feijoas are technically available in Australia, but invariably in small quantities at exorbitant rates at boutique grocers.( Harris Farm Markets say they have been and are stocked … as far back as 2015, the inference being before the latter are cool .) Like dragonfruit or any other exotic fruit that no one knows what to do with, they have low-spirited identify acknowledgment hence the marketing copy.

Pole to Pole, based in New Zealands Bay of Plenty region, export Zeijoa-brand feijoas around the world. Its target sell is clear: New Zealand has one of the largest diasporas of different countries in “the worlds”, with an estimated 600,000 citizens in Australia alone. Forget about not being able to vote, or the university fees hike: New Zealanders never seem less at home in Australia than for the three months of the year friends and family back home are experiencing crest feijoa fatigue.

Gabby (@ gabbymonsta)

He knows I’ve been craving feijoas.
What did he only send me a photograph of?
Him feeing a feijoa.

April 30, 2017

As a result of this scarcity, intelligence-sharing within the New Zealand community in Australia as to where the green gold becomes available is very good, and attained more urgent by day pressure: formerly ripe, they dont last long( though you can drag out the halcyon reporting period abundance by freezing their pureed flesh ).

There are feijoas on the soil on my journey to be employed in Sydney, yet to snoop the tree, tweeted a pal, brand-new to Australia, with a picture of some small sad fruit on the verge of the road. It was his first feijoa season out of New Zealand always the more difficult.

Elle Hunt enjoys a preference of dwelling. Photo: Jonny Weeks for the Guardian

Where is the source? Think theyre rolling down the hill.

A recent photo posted by Zeijoa to Facebook of boxes of the things being shipped to Coles supermarkets in Australia( Have any expat Kiwis spotted any in stores yet ??) drew virtually 300 likes, 400 comments and more than 500 shares.

Todd Abrahams, the managing director of Pole to Pole and administrator of the grower-owned Zeijoa brand formed in 2014, says Australia is a great market, despite its stringent requirements on imported fruit. Theres a lot of expat Kiwis there that can tell their friends, he says.

For many, feijoas are the stuff of children remembrances, Abrahams says. A lot of people joke they dont like paying for them because youd fob them from your neighbours. Literally, in these times of time, in the upper North Island, theyre falling on to the streets.

But the real measure of feijoas sorry, Zeijoas success will be whether they are embraced by people who did not “re growing up” with them.

Abrahams says there has been a good response in Australia, Singapore and Malaysia and small shipments have been trialled in the US and Japan. Pole to Pole is also working on the Countries of the middle east, especially Dubai. The lack of acknowledgment is a barrier, he says, but not an insurmountable one.

To get consumers to walk in and pick it off the shelf, thats a challenge, because they dont know what theyre buying. But these things take time. Other fruit have done it.

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