Enjoying the fruits of their labour

Safety, quality, efficiency and extended shelf-life are key features of a new Kiwi technology for fresh- cut fruit processing that’s proving big in the US

ADDING VALUE TO primary produce is an area many New Zealand companies have yet to fully explore. But Auckland-based Fresh Appeal, established in 2002, is a step ahead of most. The company has developed, patented and commercialised unique technology that significantly improves both the food safety and shelf-life of fresh- cut fruit and vegetables.

Its automated, precision, low-trauma coring and slicing is followed by a unique multiplestep disinfection process that kills pathogens with ultraviolet light before they pass into a hot-water bath and antioxidant dip designed to prevent browning and extend the fruit’s shelf-life. Fresh Appeal’s CEO, Kell Holm, says it’s disruptive technology that has leap-frogged historical methodologies.

“Our system is unique and far ahead of current processes that were adapted from traditional canning methods,” he says. “We’ve recently added some new technology to the front end of the process that will revolutionise the existing equipment for the loading, coring and slicing of fruit, increasing processor yields substantially. The process also retains nutritional content, taste, visual quality and texture while securing food safety and meeting customer demands for convenience.”

Fresh Appeal designs its equipment locally, outsourcing the manufacture to New Zealand companies, and licensing the technology to international fruit processors who in turn pay a royalty on volumes processed. The Fresh Appeal System™ can be tailored to specific customer requirements and integrated into an existing processing line or installed as a standalone process.

Fresh Appeal has established a strong market position in the US where its licensees – who predominantly supply supermarkets, quick-service restaurants and school lunch programmes – began processing apples using its equipment in 2010.

Bruce Yelverton, head of Strategy & Special Projects at Fresh Appeal, says the technology is now being used to process more than 20% of commercial fresh- cut sliced apples in the US ready-to- eat healthy- option snackfood market.

“The US is a huge market and we’ve done really well there,” says Yelverton. “Our next step is to exploit the technology by diversifying into other fruit and vegetables and new geographical regions. We’re executing our roll- out strategy into China, Southeast Asia, Australasia, South America and Europe.”

Innovation is essential to Fresh Appeal’s success. Through its privately owned R&D