Brand will travel the world
When the signature Rockit apples are launched from Hawke’s Bay to destinations around the world, they will travel bearing the Great Things Grow Here brand.
Phil Allison, founder of the Havelock North Fruit Company, is one of the horticulture industry stalwarts who have gotten behind Hawke’s Bay’s new economic development platform.
The company bought the global rights to the Rockit cultivator in 2010, whose miniature apples are marketed in six different tube sizes and are available in United Kingdom supermarkets, fresh produce stores in Taiwan and across the United States, Asia, and the Middle East.
When he was approached to become one of the first brand champions for Great Things Grow Here, Mr Allison said he had been happy to join.
“I’ve been happy to engage and assist with them. I like what they’re doing. I think [the brand] has legs.”
On the website, launched last week, Mr Allison’s company sits alongside other mainstays of the industry from Bostock to Taylor Apples. It boasts of the “small, beautifully coloured and shaped apple”, created in Havelock North and gaining space on international shelves.
“I’m conscious that Hawke’s Bay name is out there amongst the apple industry,” he said. “For me, as a company and brand, I feel it’s very important to support Hawke’s Bay.
“People in the company live here, work here, and money is invested here. We want to be part of the community as well.”
However, Mr Allison said he initially had some trepidation with the brand as he had seen similar concepts fail.
To get on board, he said it had to be an initiative which was “well-driven, focused, and fundamentally sound”.
However, any earlier concern had disappeared as the platform developed.
“I’m very happy with the progress all the councils have been making,” he said, adding brand marketing adviser Sam Jackman and the Hastings District Council economic development team had been doing a wonderful job.
As brand champion, Mr Allison and his company have access to numerous Great Things Grow Here resources, from decals, graphics, QR Codes, and even merchandise.
In preparation for last week’s launch, one company vehicle had already had the brand decal applied.
The brand could be quite a good marketing tool around the world, and it could be beneficial to connect the marketing of Hawke’s Bay, and the Rockit Apple brand, he said.
Decals could be placed on packaging of products sent overseas, and Mr Allison said it would still become a trade brand.