| 65 PRODUCTION Golden Bay Fruit Orchardists forge their own marketing path Heywood Orchards is run by third generation brothers Evan and Scott Heywood. Virginia Wright The global marketing business Golden Bay Fruit grew from an idea that came about when New Zealand’s apple and pear industry was deregulated in 2000. Growers were no longer obligated to market their fruit with the Apple and Pear Board. Seeing an opportunity, but also understanding the need for critical mass, a number of longstanding orchardists from the Motueka and Upper Moutere region banded together, and Golden Bay Fruit was born. In the 2022 season they took responsibility for getting 36 million kilos of fruit to market from 750 hectares of apple orchards, but the core values that drive it: honesty, reliability and doing the right thing; and its mission - to allow growers and consumers to work together without need of a middleman, remain the same as when they first started out. While they represent around a dozen or so different growers throughout the region, many of whom have been with them since the beginning, the business is owned by three intergenerational orcharding businesses. Birdhurst is the largest shareholder of Golden Bay Fruit, established when brothers Kerry and Farran Wilkins transitioned 15 hectares of tobacco (and 48 head of cattle), into fruit trees. Now the largest privately owned orchard in the Nelson/Tasman region its run by Kerry’s sons, Heath and Rhys Wilkins. Heywood Orchards is run by third generation brothers Evan and Scott Heywood. It too was transitioned out of a mix of fruit, tobacco, cows, pigs and chickens into kiwifruit and apples, by the previous generation Paul and Mike Heywood. Third and fourth generation orchardists Ashton and Donovan Wood carry on the tradition of growing premium fruit on an orchard first established in 1921 when Ashton’s grandfather arrived from the UK. Seeing their core values of honest hard work, integrity and the importance of family reflected in Golden Bay Fruit, they had no hesitation in bringing their sustainable orchard business into the fold. From the beginning the stated aim of Golden Bay Fruit has been to secure the highest possible returns for their growers while maintaining their commitment to sustainability and to their communities. Last year Golden Bay Fruit was a finalist in the New Zealand International Business Awards run by New Zealand Trade and Enterprise, considered one of the most prestigious awards for exporting businesses in the country. Their Established Businesses Category is for those turning over more than $10million a year and included longstanding New Zealand favourites such as Whittaker’s Chocolate. Due to Covid the Gala event due to be held in Auckland last year was replaced with a hybrid event earlier this year mixing the online announcement of winners with a night out at a local establishment. “We were able to invite all the different growers we work with and key staff and family members as well, so about 40 of us had an awesome celebration night with the awards up on the big screen. We received Highly Commended which is basically Runner-up which was amazing given the competition. It was a really special occasion celebrating our people and how far we’ve come,” says Marketing Director Eleni Hogg. From the judges’ point of view their success recognizes their contribution to the New Zealand economy, while remaining true to their mission of boosting profitability at home, by dealing directly with their customers abroad, as well as their innovation and their focus on the future. But they’ve certainly come a long way since 2002. “To start the Golden Bay Fruit arm of the business Heath literally went over to Europe with a briefcase knocking on doors trying to convince people to buy fruit from him directly,” says Eleni. From those humble beginnings Golden Bay Fruit now exports $50 million worth of produce a year, with staff in China, Thailand, Vietnam, and the UK. Nothing’s changed in terms of the way they choose to run their business though, as determined as ever to deliver value back to the people on the land who are growing the fruit, and prove the point made by one of their long-term growers, that if you grow premium fruit there is always a living to be made. MOVING THE GOODS THAT MOVE NEW ZEALAND 59 Beatty St, Nelson | Ph: 03 547 2015 | info@timpack.co.nz www.timpack.co.nz Everything rides on a pallet, or in a bin! N P Happy to support Golden Bay Fruit Nelson Packaging are specialists for sourcing and supplying your business’s packaging needs. From large commercial operations to retail and small business, Nelson Packaging can assist you. (03) 548 5459 www.nelpack.co.nz 10 Merton Place, Stoke, Nelson A member of the Horizon Energy Group www.coollogic.co.nz 021 227 6878 0800 772 077 Proud to support and work with Golden Bay Fruit For all your Industrial Refrigeration and Automation Solutions.
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