T&G’s Envy apple hits US$590M retail sales, becomes New Zealand’s first billion-dollar brand
T&G partners with more than 100 growers in New Zealand and over 1,000 grower partners globally to ensure a year-round supply.
NEW ZEALAND – T&G Global’s premium Envy apple brand has surpassed NZ$1 billion (approx. US$589.75 million) in global retail sales, becoming the first apple brand from New Zealand to reach this milestone.
The achievement reflects sustained global demand and years of investment in T&G’s integrated end-to-end apples system, spanning proprietary genetics, future-fit growing methods, post-harvest capabilities, and disciplined in-market execution.
Shane Kingston, T&G’s managing director for apples, said the milestone marks a significant moment for the company, its growers, and New Zealand’s horticulture sector.
“Surpassing NZ$1bn in global retail sales is a major milestone for Envy apples and a reflection of our long-term strategy to build global premium brands. It shows what’s possible when you combine world-class genetics, outstanding growers and a globally connected system that consistently delivers for customers and consumers.”
For fresh-produce producers, Envy’s success offers a blueprint for premium branding. The global apples category is shifting towards premium offerings, with the premium segment expected to grow by 7.6% annually between 2024 and 2035, compared with 4.4% for mainstream apples.
Bred in 1985 by the Bioeconomy Science Institute and exclusively commercialized worldwide by T&G, Envy has become a globally recognized premium apple brand. Today, it is grown in more than 13 countries across both hemispheres and sold in over 55 markets.
T&G partners with more than 100 growers in New Zealand and over 1,000 grower partners globally to ensure a year-round supply. Envy is a strong export company, representing significant New Zealand intellectual property that has been successfully scaled globally.
Kingston emphasized that T&G has deliberately positioned its apples business to capture the higher-growth premium segment. “Our strategy is focused on the fastest-growing part of the category, where premium branded fruit delivers the greatest value.”
He added that a key differentiator has been the company’s integrated system, built over many years. “We connect every part of the value chain, from our IP through to the consumer. That gives us greater control over quality, supply, demand and how we show up in the market.”
For investors and food business owners, Envy’s billion-dollar milestone shows how high-quality branding and integrated supply chains can scale local agricultural products into dominant global assets.
As rising global wealth and health-conscious habits continue to drive demand for premium produce, the Envy template offers a proven pathway to capturing value beyond commodity pricing.
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