The Envy apple has just crossed the $1 billion mark in global retail sales — a milestone that’s thought to be a first for any apple brand from New Zealand.
First bred in 1985 by the Bioeconomy Science Institute (then part of DSIR) and later exclusively commercialised globally by T&G, the Envy apple has grown in more than 13 countries and sold in over 55 markets.
T&G’s managing director of apples, Shane Kingston, described the achievement as the result of many years of disciplined effort by the company, its growers, and Aotearoa’s horticulture sector. He pointed to the success as proof of what can be achieved when world-class genetics are paired with capable growers and a globally connected system—an approach rooted in efficiency, competitiveness, and a strong export focus.
“A billion New Zealand dollars of retail sales value across the world is no mean feat. It’s many, many years of effort building that loyalty, building the retention of shoppers, building the quality of product, building the quality of customer partnership,” Kingston said.
“New Zealand prides itself on being an export nation, and this is a fantastic example and endorsement of how New Zealand can get behind the development of a variety – a brand – grow it successfully in New Zealand and create something of scale on a global stage. So that’s really what we’re celebrating here. And a billion dollars is the first of many milestones we hope to celebrate over the next number of years.”
Envy apples’ demand is so high that the majority of production is exported, with New Zealand growers accounting for roughly 30% of T&G’s global volumes and receiving $172 million last year.
More than 100 local growers are directly benefiting from this success, particularly as global demand shifts toward premium offerings.
Demand has surged across Asia — particularly in Vietnam, Thailand, China, Singapore and Malaysia — and is also gaining ground in the United States. There, the share of households buying Envy apples climbed from 7.2% in 2023 to 12.4% in 2025, a sign they’re winning over shoppers even in highly competitive markets.
Between 2024 and 2035, the premium apple segment is expected to grow at 7.6% annually, outpacing the 4.4% growth forecast for mainstream apples. T&G’s premium portfolio is projected to exceed both at 8.4%, driven by rising incomes, urbanisation, health-conscious consumption, and demand for consistent quality.