Rockit blasts off globally

Hawke's Bay is the launch pad for local grower Phil Alison's tiny RockitTM apples which will blast off today.

His Havelock North Fruit Company's new apples are set to make their commercial debut and that's not the only milestone he has to celebrate.

He has secured New World supermarkets locally to stock them as well as establishing offshore markets including the United Kingdom, the United States of America and selected Asian markets.

"It's been a hard slog. The time and money that's been spent on this is just about beyond measure but it feels like it's just about time to crack the champagne," said Phil.

He said he was proud the apples were a true convenience, natural, healthy snack food.

For the past five years Phil's been working with Plant and Food Research and Hawke's Bay company Prevar, which aims to develop new apple and pear varieties.

Their work has culminated in the variety they've named Rockit^TM, which is being released into New World supermarkets today.

The apples are presented in a cylinder pack, five apples in each, marketed as "your daily fruit burst".

Phil said Rockit^TM apples were sweet, crunchy and "distinctively fresh".

The fruit, which is slightly bigger than a golf ball, features a block red intense blush colour.

The product's unique packaging, smaller size of the apple natural flavour, opens up the variety to the convenience food market, which Phil said would be aimed at younger consumers as well as those looking for a healthier alternative snack.

"Part of the Rockit's uniqueness is its size, this is a snack sensation, and we believe it will appeal to the younger age group, and it will pick up the non-apple eater," he said.

He is also hoping consumers will see the value of opting for a snack-size apple rather than going for a big apple or traditional snacks like chocolate or chips.

Other target areas included convenience stores, gift market, food service and corporate markets.

Phil said the uniqueness of the apple and the packaging allowed them to be easily transported whether it be in the car or in lunch boxes for children.

The apples were not genetically modified but the result of cross-breeding between selected varieties.

"We've started growing the apple to bigger production levels over the past few years."

The Rockit^TM variety is being growing exclusively in Hastings but there are plans later on to market the apple to growers globally, said Phil.

Rockit^TM trees take about three years to produce fruit ready for the market.

"It is an easy apple to grow, there's nothing different about the way we are growing it compared to other varieties."

Phil said local consumers would be able to buy the apples from Saturday and should look out for the Rockit^TM team who will be sampling Rockit^TM apples at Hastings, Napier and Havelock North New World supermarkets from then onwards, although stocks are limited.