NZ Avocado Growers Dip Into Australian Market

( New Zealand Avocado Grower’s company Fressure Foods has secured a deal with Australian supermarket giant Coles, to range its fresh guacamole products on more than 800 chilled store shelves around the country.

It is a significant win for the start-up company which began commercial production late last year. The company’s range is already available in supermarkets in South East Asia, Japan, Singapore and New Zealand.

The General Manager of Fressure Foods Graeme Laurence says the initial order is for approximately 15,000 cases, which represents around four shipping containers. This additional volume is on top of the weekly container loads already on route to Japanese supermarkets.

Coles will range the Mild and Spicy Guacamole in the fresh produce added value section.

“We’re very excited about this deal and it demonstrates our ability to bring innovation to the added value produce category in Coles stores. Fressure Foods guacamole will be stocked in the highly visible and important section of the produce section, which is a prime position and of key benefit for the brand,” says Laurence.

Most of the avocado is sourced in the Far North, Whangarei and Bay of Plenty regions and Laurence says there will be more opportunity for Australian consumers to purchase the product as the company builds its presence in the added value fresh category.

Fressure Foods guacamole is made using Ultra High Pressure (UHP) processing technology, which is used to increase the shelf-life of locally grown avocados. Ultra High Pressure treatment is also known as cold pasteurisation and uses no chemicals or preservatives and is able to extend the life of avocados by up to 60 days.

Fressure Foods established its Pukekohe based plant last year, creating 40 new jobs for locals and within just a few months had secured impressive export deals for its fresh avocado and guacamole products.

Laurence says plans are already underway for the development of several new products which will be released to the market over the next 6-12 months as production increases.

Media Release 26 October 2011.