The renaissance of persimmon
Persimmons are making a serious comeback in New Zealand. Although they are actually the national fruit of both South Korea and Japan they gained a bad reputation decades ago throughout New Zealand as they tasted somewhat astringent.
Export Sales Manager and Director of Gisborne based First Fresh Grant Walsh says that persimmons have had very average reputation in the New Zealand market with the astringent varieties not suiting traditional kiwi’s tastes.
Korea, Japan and China still hold the orange fruit in high esteem and persimmons are still grown on a large scale. The largest market is for dried persimmon which they eat as a snack, Grant says. This has been going on for hundreds of years as they recognise the health and nutritional value of the fruit.
However, attitudes are changing within New Zealand with the introduction of non-astringent Japanese varieties such as Wase Fuyu and Fuyu which are sweeter and crunchier.
First Fresh and its partners have been involved in cultivating persimmon since the early 1980s and is seeing a positive change in attitude from consumers both overseas and locally. First Fresh has embarked on raising public awareness through various media outlets about the health benefits and great taste of persimmons. The Persimmon Industry Council, of which Grant is a member, is actively involved in promoting persimmons and monitoring the industry as a whole. Consumer data shows more people are buying persimmons on a more regular basis and they will continue to target a wider range of people, Grant says.
New Zealand has approximately 110 hectares of persimmons and Gisborne accounts for 70% of this. Northland and Waikato have broad acre plantings and Hawke’s Bay has few, if any, commercial growers. This predominance of growers in Gisborne is partly due to the fact that Gisborne
Napier locals, and part time growers, Tye Husheer and his wife Sarah McAllum, own a one acre section which comprises native trees and a quarter acre persimmon orchard. Their Fuyu fruit is sold under the Persimmon Palace banner. Tye also believes that older folks might be put off by the memory of the astringent fruit and its excess of tannin.
The couple admit to being relative newcomers but in two years have gained experience and knowledge. They sold their entire crop towards the end of lockdown last year and again this year. This was due, in part, to a loyal and passionate group of customers they’d inherited. Gate sales accounted for 95% of the product and the rest were ordered online. The couple do have many Japanese and Korean customers in the North Island.
The trees turn a glorious orange in autumn and many people visit to take photographs of the spectacle. Before Covid and before Tye and Sarah’s time, coach loads of tourists, many Asian, would arrive from Auckland just to admire the orchard in autumn as it’s has the climate, knowledge and experience needed to grow what can be a difficult crop.
Annually 1,500 metric tonnes are exported and the key markets are Australia because our supply slots in nicely after the Australian domestic supply dries up.
Asian countries have traditionally been markets and Vietnam has been a strong emerging market in the last two years. Mainland China and the USA are potential markets that are being developed.
“All the Asian markets have a cultural acceptance of persimmon as a consumable fruit. The NZ quality with our strong colour, good texture and sweet taste is suiting these markets,” Grant says. “considered a very auspicious fruit and they love them,” Tye says.
Tye and Sarah aim to increase yield and improve quality by restoring the trees through careful pruning. They harvested one and a half tonnes during lockdown last year and two and a half this year. Some surplus fruit was donated to Nourished for Nil in the hope they could give local families a chance to taste what is, for many, a luxury fruit.
Many consumers may pay high prices for early season fruit in supermarkets. Tye attributes this to commercial constraints, people are often buying fruit that have been picked early. The best fruit is picked later when high in sugars but still firm, he says.
“We pick basically to order so the fruit haven’t been sitting around for a long time before it gets delivered. Those who buy at the gate get fresh fruit.”
“We are in it for the long haul… and we’re privileged to be part of the community. I feel like we are caretakers because the trees can live for a hundred years.”