Investors in Havelock North Fruit Company, which is responsible for marketing the Rockit apple variety, are enjoying better-than-expected returns from its export success.
Which means they are likely to come back for a second bite, say directors of the company, who are seeking additional funding.
"One of the keys is that the Rockit apple is positioned as a convenience food and a snack item," said Phil Alison, managing director of the Havelock North Fruit Company Ltd (HNFC), which has an exclusive global licence to exploit the new variety.
"And that's quite a significant point of difference – we're not in the produce category – we're marketing Rockit as a healthy, smart snack."
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