Rockit apples to blossom in nation

China has become Rockit's largest global market, accounting for more than half of the brand's total revenue, Grant McBeath, global CEO of New Zealand's miniature apple brand Rockit, told China Daily in an exclusive interview.

McBeath added that the company will continue to channel its core resources and highest-quality produce to the Chinese market going forward.

"China is the key pillar in our global growth strategy," said McBeath, noting that it is the world's largest and most dynamic apple market with consumers who have an exceptional eye for quality and taste. "We focus our energy, innovation and resources to provide our best-quality apples to the China market."

Rockit now operates eight growing regions worldwide, ensuring year-round fresh supply to over 30 countries and regions.

Industry data underscore the high-stakes strategic opportunity. According to Beedata, an agriculture data provider, China accounts for over 50 percent of global apple consumption. New Zealand Trade and Enterprise (NZTE) 2025 annual data show China's apple imports surged 24 percent year-on-year to 1.84 billion yuan ($271 million) last year, with New Zealand dominating about 81 percent of the market.

Rockit alone accounts for about one-third of New Zealand's apple exports to China, leading the imported apple segment. To deepen the brand's presence in China, Rockit has launched its largest-ever brand upgrade.

From May 21 to Sunday, the brand opened its limited-time immersive pop-up "Rockit Every Moment" at Yuyuan Road in Shanghai, and officially announced popular idol Wang Yibo as its global brand ambassador.

"Rockit is a consumer brand, not a commodity apple brand. We take inspiration from other consumer categories, inject creativity into every link, and break through category limits to amaze people," said Julian Smith, Rockit's global marketing general manager.

He further proposed the core "Consumer Art" strategy to address the homogenization pain point in the agricultural industry. According to Smith, Chinese consumers are highly digitally savvy, more sensitive to brand authenticity and content innovation than most markets, and have a growing demand for healthy eating and quality consumption.

"This positioning helps us reach younger consumers and redefine choices for health-conscious Chinese consumers," he added.

As Zhang Chitao, general manager for Rockit Greater China, explained, Wang Yibo was chosen for his healthy, athletic image that aligns with the Rockit brand, as well as his cross-industry influence that will significantly boost brand awareness.

The online conversion data following Wang's appointment has validated Rockit's localized digital marketing strategy, while the offline pop-up combined with online social sharing has effectively amplified the brand story.

"We always align with local cultures and lifestyles, becoming an approachable brand that understands consumers. This is the core of Rockit's 'Consumer Art' strategy," Smith added.

Zhang further detailed Rockit's on-the-ground layout and future plans in China. On the channel front, the brand has established deep strategic partnerships with leading domestic fruit retailers including Pagoda, Goodfarmer and Fruitday, with over 20,000 local distribution stores nationwide.

While consolidating its core position in first- and second-tier cities, Rockit is accelerating its expansion into smaller cities through wholesale channels, Zhang said.

Over the next three to five years, the brand will roll out nationwide roadshows and in-store tasting events, paired with omnichannel exposure on platforms such as Douyin and Xiaohongshu to enhance brand awareness and household penetration, Zhang added.

McBeath also outlined that the brand might launch new products in the future, but for now, they would focus on expanding the miniature apple's market presence by increasing consumer trial rates, boosting household penetration, expanding store coverage across China, and launching new packaging formats and innovative marketing campaigns.

"Once consumers taste our apples, they will make repeat purchases," McBeath said.