T&G Global hoping to emulate Jazz, Envy success with grapes in Asia
T&G Global is making its move into the sizeable global grape category under its Orchard Rd brand, with the launch of the first grapes into Southeast Asia this month.
The New Zealand-based company says it will provide global customers with premium grapes year-round sourced through select T&G estates around the world.
CEO Gareth Edgecombe says the company has been working closely with growers from the U.S., Peru, Chile and Australia for several years, trading under various brands across several markets. But now T&G is "ready to catapult its success in sales and marketing to the next level".
T&G says it is looking to replicate the global success of its premium apple brands Envy and JAZZ and take on the grape category with its successful Orchard Rd brand.
“We will leverage our global T&G sales network, utilise the relationships we have built up via our premium apple business, enhance our QC processes in farm and in-market, optimise the worldwide supply chain and invest in marketing, all to differentiate ourselves in the crowded grape marketplace,” Edgecombe says.
Along with growers in South America and Australia, the company is partnering with four reputable producers in the U.S. West Coast.
“Being a stakeholder in growing operations in both Northern and Southern Hemispheres means we can deliver consistency in premium quality grapes and can supply year-round,” he says.
Orchard Rd grapes are appearing in retail stores throughout South East Asia including Singapore, Vietnam, Hong Kong, Taiwan, Indonesia as well as Australia, New Zealand, Fiji, South Korea, and Japan, and soon China.
The Orchard Rd brand was launched in 2018 in Australia (grapes, berries and kiwifruit) with strong sales and brand recognition achieved in supermarkets across the country.
With a recently strengthened in-market sales team in China, a newly opened office in Vietnam and further Asian offices planned, the sales and service footprint for T&G Global are rapidly strengthening. Brightly branded point of sale and packaging, along with extensive sampling campaigns will be features of the significant Orchard Rd marketing activations.
Edgecombe says the company is set to grow its global premium branded grape sales substantially over the coming years.