Freshmax is soon to launch its New Zealand export cherry program, with the largest-ever volumes of two of its branded varieties. 

Michael Jones holding a carton of Lani cherries

The company's program includes the Lani variety, an early, large-sized red cherry, followed closely by Starletta, a white-fleshed cherry.

In a release, Freshmax said demand outstripped supply every year and that thw two varieties had earned significant buyer and consumer respect for both the product and its growers.

One grower, Michael Jones, has produced cherries for many years in major growing region Central Otago, and has been replacing old varieties with new licensed ones like Lani and Starletta.

“We are extremely happy with the fruit set for this season. The 2016 forecast is the largest crop to date of Lani™ and Starletta™. We launch our cherry campaign with these leading varieties," Freshmax NZ export division manager Tracey Burn said.

“Fairly soon after Chinese New Year, our customers will get access to another exciting category campaign, for our Munch’n Kiwiberry program. Once again this will showcase our diverse range of exclusive licensed varieties."

The planted area in cherries in the main growing region of Otago recorded a 10% increase between 2012 and 2014, according to New Zealand’s Ministry for Primary Industries (MPI).

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