Pipfruit New Zealand has launched its '100 per cent pure apples from New Zealand' brand in India to coincide with the Cricket World Cup 2011, reported Stuff.co.nz.

Chief executive Peter Beavan told the website the move was a significant step as it was the first time New Zealand sought to differentiate itself in the industry since export deregulation 10 years ago.

The brand will also be promoted in Europe, but the industry is aiming to benefit from South Asian growth, even though India's apple sector is four times larger than New Zealand's with 99% of volumes locally-produced, the story reported.

The story reported New Zealand exported around 340,000 cases of apples to India in 2010 with gross sales of NZ$10 million (US$7.4 million).

Beavan told Stuff.co.nz red delicious apples made up most of the exports, while India also charged a 50% tariff on apple imports.

The Cricket World Cup 2011 is also co-hosted by Sri Lanka and Bangladesh.

Photo: Times of India

Source: www.freshfruitportal.com