What Mr Apple does

Mr Apple is a New Zealand-based, vertically integrated apple producer and exporter, headquartered in Whakatu, Hawke's Bay, and operating as a wholly-owned division of the NZX-listed Scales Corporation Limited. Founded in 2001 through the merger of the country's two largest apple growers following industry deregulation, the company manages 15 orchards, 5 packhouse/coolstore facilities, and its own cold chain logistics infrastructure, and accounts for approximately 25% of New Zealand's total apple crop exports. It employs more than 2,000 people across orchard operations, post-harvest, and business support functions, and distributes fresh apples to retail chains and wholesale distributors in over 45 countries spanning Asia Pacific, the Middle East, Europe, the Americas, and the UK.

The company's product portfolio consists of 12 commercial apple varieties, including six registered proprietary trademarks (Dazzle, Posy, Diva, NZ Prince, NZ Queen, and AVA) alongside licensed brands such as Pink Lady and established varieties like Royal Gala, Braeburn, Fuji, and Granny Smith. Production technology is built around a full orchard-to-carton traceability system that records the specific tree, picker, truck, packhouse entry time, container, and shipping route for every carton, complemented by automated packhouse operations (water-bath washing, brushing, optical inside/outside scanning, colour and size grading, and manual quality checks) and a cool chain maintained below 2°C from coolstore to destination.

Mr Apple generates revenue almost exclusively through B2B export of fresh apples on pricing that is not publicly disclosed and is negotiated directly with international retail and wholesale buyers through a dedicated sales and marketing function. The go-to-market model is enterprise field sales supplemented by a consumer-facing brand presence (website, newsletter, and social media including China-specific platforms) and a "5 Point Promise" quality framework. The business is inherently seasonal, capital-intensive, and tied to a single commodity category, with diversification achieved through geographic spread and proprietary variety development rather than product-line breadth.

Name

Mr Apple

Legal name

Mr Apple New Zealand Ltd

Website

https://mrapple.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Mr Apple is New Zealand's largest vertically integrated apple grower, packer, and exporter, supplying approximately 25% of national apple exports to retail and wholesale customers across more than 45 countries from its Hawke's Bay orchards, packhouses, and coolstores.

Ownership category

akta.pro rank

Product category

Fresh Apple Production and Export

NAICS

Apple Orchards (111331), Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Farm Product Raw Materials (5150), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Pome Fruit Orchards (Apples, Pears, Quinces) (AFAGACAB)

akta.pro secondary industries

Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA), Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH), Fresh Produce Distribution (CRAOABAB)

Keywords

• Fresh apple production
• Apple export distribution
• Orchard management
• Post-harvest packhousing
• Integrated apple growing

Headquarters

HQ city

Whakatu

HQ country

New Zealand

HQ region

Oceania

Offices21 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Apple Production & Export Sales: Mr Apple generates revenue primarily through growing, packing, and exporting apples to international markets. As New Zealand's largest integrated apple grower, packer, and exporter, the company sells fresh apple produce to wholesale distributors and retailers in over 45 countries. The company is part of Scales Corporation, a publicly listed New Zealand company.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels9 records

Core offering

Mr Apple is New Zealand's largest fully integrated grower, packer, and exporter of fresh apples. The company operates 15 orchards, 5 packhouse and coolstore facilities in the Hawke's Bay region, growing, packing, and exporting a portfolio of proprietary and licensed apple varieties to wholesale distributors and retail chains in over 45 countries worldwide. It handles approximately 25% of New Zealand's total apple crop.

Product overview

Mr Apple is New Zealand's largest integrated apple grower, packer, and exporter, offering a portfolio of 12 apple varieties. The company provides fresh apples to global markets through its 5 Point Promise quality framework encompassing Pure Place, Pure Expertise, Pure Control, Pure Safety, and Pure Delight. Key varieties include Dazzle (newest), Posy (early season), Ava, Braeburn, Diva, Early Queen, Fuji, Granny Smith, NZ Prince, NZ Queen, Pink Lady, and Royal Gala. The company operates across Hawkes Bay orchards, post-harvest facilities, and exports to over 45 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Dazzle: Newest apple variety with bright red color and crisp texture reminiscent of watermelon with refreshing sweetness.
• Posy

Products and services

• Dazzle Apple Newest proprietary apple variety from Mr Apple, featuring bright red color and crisp texture. The crunch is described as similar to watermelon with a refreshing sweetness. Sold wholesale to international retail and distribution partners.
• Posy Apple Proprietary early-season apple variety with distinctive pink-red color, crisp white juicy flesh, and sweet tropical flavor reminiscent of rock melon and peaches. Sold wholesale to international retail and distribution partners.
• Diva Apple Proprietary deep blush red apple with creamy white flesh, described as very sweet with a crisp crunch. Sold wholesale to international retail and distribution partners.
• NZ Prince Apple Proprietary deep red apple with subtle flavor and delicate sweetness, positioned as 'fit for a prince'. Sold wholesale to international retail and distribution partners.
• NZ Queen Apple Proprietary branded apple variety with ruby red skin, crisp, sweet, and juicy. High in antioxidants and fiber. Sold wholesale to international retail and distribution partners.
• Ava Apple Proprietary small, rose-blush colored apple with a fresh bite and a hint of tartness, balanced sweetness, and elegant appearance. Sold wholesale to international retail and distribution partners.
• Braeburn Apple Originated in New Zealand with a crisp, refreshing sweet-tart flavor, great crunch, and very refreshing character. Sold wholesale to international retail and distribution partners.
• Early Queen Apple Bi-colored apple with stunning deep red skin, very crisp and juicy, with a sweet taste and clean white flesh. Sold wholesale to international retail and distribution partners.
• Fuji Apple Apple variety with red stripe or pink blush over a creamy background, very sweet with creamy white flesh and delicate crispness. Sold wholesale to international retail and distribution partners.
• Granny Smith Apple Striking bright green apple with tart-tangy flavor, high acidity, and bright white flesh. Sold wholesale to international retail and distribution partners.
• Pink Lady Apple Licensed 'Uniquely Pink' branded apple with tangy sweet-tart flavor and a distinctive fizz sensation. Sold wholesale to international retail and distribution partners.
• Royal Gala Apple Originated in New Zealand with a bold red stripe on a creamy background, subtle sweet taste, and white flesh. Sold wholesale to international retail and distribution partners.

Quantifiable outcome

• 25% of New Zealand's apple crop exported to global markets
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Scales CorporationcoreStrategic or Co-development PartnerMr Apple is a wholly-owned subsidiary and core operating division of Scales Corporation Limited, a publicly listed New Zealand company with operations dating back to 1897. Scales Corporation is a market leader in New Zealand agribusiness, providing Mr Apple with corporate governance, financial backing, and shared services across sister companies.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• T&G Global: T&G Global is a major New Zealand-based fresh produce grower, packer, and marketer (including apples under brands like Jazz, Envy, Pacific Rose) competing head-to-head with Mr Apple in both NZ orchard production and international export markets.
• Stemilt Growers: Stemilt is one of the largest US apple grower-packers-marketers (Washington State), with proprietary varieties like Pinata, Rave, and Skylar Rae. It is a global premium apple competitor with comparable vertical integration from orchard to retail.
• Honeybear Brands: Honeybear Brands is a US-based premium apple grower-marketer distributing proprietary varieties (Honeycrisp, Pazazz, First Kiss) domestically and into export markets. Comparable as a vertically integrated premium apple brand competing in similar retail channels.
• Chelan Fresh Marketing: Chelan Fresh is a Washington State grower-owned apple, pear, and cherry marketing organization. Comparable to Mr Apple as a vertically integrated US apple supplier selling into retail with proprietary variety programs (e.g., SugarBee).
• Oneonta Trading Corporation: Oneonta (formerly Columbia Marketing International / CMI) is a major US apple, pear, and cherry grower-marketer with vertically integrated cold storage and packing. Comparable as a large-scale integrated premium apple supplier serving retail and wholesale customers.
• Rockit Global: Rockit Global is a New Zealand apple company specializing in miniature apples sold in tubes under the Rockit brand. It is a direct NZ apple competitor with a strong branded consumer proposition and global retail distribution.
• Bostock New Zealand: Bostock is a Hawke's Bay-based organic and conventional apple grower and exporter with significant NZ orchard acreage. It is one of Mr Apple's closest domestic competitors and shares the same export market footprint.

Others

• Scales Corporation Limited: Scales Corporation is Mr Apple's publicly listed parent company on the NZX. It is the natural benchmark for valuing Mr Apple as an operating segment, given its diversified agribusiness portfolio and ongoing public financial disclosures.

Regional players

• Apple & Pear Australia (APAL) / Montague: APAL and member growers like Montague and Hansen Orchards represent the Australian apple industry with branded varieties (Jazz, Envy, Modi, Kanzi). They compete with Mr Apple in Asian export markets but are regionally anchored in Australia.
• Freshmax (Mitsui & Co portfolio): Freshmax is an Australian-headquartered fresh produce marketer and distributor with significant apple and pear operations across Australasia. Comparable as a regional competitor and distribution channel partner serving similar retail customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mrapplenz
• LinkedInlinkedin.com/company/mr-apple-new-zealand-ltd
• Instagraminstagram.com/mrapplenz
• TikTokv.douyin.com/egYvbNd
• Xx.com/mrapplenz

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mr Apple