The 2024 persimmon harvest has started at First Fresh in Gisborne, New Zealand with the early Fuyu variety which is sold on the domestic market. The 1st volumes will be on the market this week and the first export will be in the last week of April.
"Persimmons are starting at the usual time this year. We normally say Anzac Day is the start of Persimmons for us in Gisborne," said Sales & Marketing Director, Grant Walsh from First Fresh. "Over the previous 2 seasons the well publicised excessive rainfall that we have had definitely affected the persimmon's inherent storability and shelf life. Not so much the cosmetic quality as we produced beautiful looking and tasting fruit as always, but the keeping quality of the fruit was affected. No doubt it was reduced due to the lower dry matter of the fruit from all that rain."
This year there has been a normal summer and growing season for persimmons and Grant is looking forward to this season but said they will remain alert to any follow-on effects from the last two years. "Right now, quality looks good with increased brix levels so we are hopeful of a good season."
First Fresh is exclusively sourcing its persimmons from its home region of Tairawhiti, Gisborne. With have approximately 80 hectares across 15 growers. "These are well established growers who know how to grow a great piece of fruit. Our volume should be around 1800MT split 50/50 across export and domestic markets."
First Fresh's biggest export market is Australia, followed by Thailand, Vietnam, Canada, Mainland China and then the rest of South East Asia.
"We have seen an increasing volume of airfreight to export markets as customers look to get more regular lower volume arrivals. This has helped keep pricing and quality at higher levels. We also use sea freight through the main part of the season to move volume and support promotions.
"The New Zealand domestic market is an increasing value market for us as we increase the awareness of the fruit to everyday Kiwi's. We have a full social media campaign to supporting our domestic market again this year with Persi the Persimmon featuring in a number of ways to continue the awareness of the availability and uses of fresh persimmons.
We also announced last week our new partnership with Gisborne born and bred and New Zealand Rugby Star Renee Holmes who will be the First Fresh brand ambassador. Renee will be involved in the Persimmon social media campaign to continue the increased awareness of the availability and benefits of the fruit.
For more information:
Grant Welsh
First Fresh
Tel: +64 6 869 2131
[email protected]
www.firstfresh.co.nz