World-class marketing for world-first miniature apple
Parents for generations have tried to preach to their children that apples are packed with good nutrients, yet plenty of lunchboxes have been returned with the trusty snack uneaten.
From the orchard gate in New Zealand through to the packaging of its product in Japan, RockitTM apple is not only the world's first snack-size apple but also a brand and business model that will make you sit up and take notice of how great brands are created by more than just great marketing.
"It's high in antioxidants, high in Vitamin C with a huge amount of daily fibre and which is the underpinning 'story'. But where we will really connect with consumers is how relevant it is to them in their daily lives. It is then you've got a really winning formula," Julian Smith, Rockit.
This week's Change Maker is the General Manager of Global Marketing for RockitTM apples, Julian Smith who brings to the Hawke's Bay-based company his experience with Jazz Apples, Les Mills as well as over 10 years working under New Zealand food & fashion brand guru, Brian Richards
Sarah Perriam, host of Sarah's Country discusses in this episode with Julian:
Their unique vertically integrated value chain and their differentiating marketing strategy for the worlds first miniature apple
How they work to optimize their horticultural systems on a daily basis to work with their orchard managers to produce a world-class product
How they are scaling up and managing the global licensing of RockitTM as well as plan for the rise of counterfeit products
Why they chose to focus on the Japanese market first and their partnership with Costco.
His learnings on how products marketed with great stories can achieve price premiums.
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