Every apple has a story — and at Mr Apple, that story begins and ends with care. As one of New Zealand's leading apple producers and exporters, Mr Apple has spent over four decades perfecting the art of apple growing, combining generations of orchard wisdom with cutting-edge technology and a deep respect for nature. Guided by the philosophy of "Pure Perfection," every apple is cared for from tree to table — with a commitment to quality, safety, and flavor in every bite.
Now, for the first time, Mr Apple is putting its name and story front and center in Thailand. While Thai consumers may already recognize their apples from supermarket shelves, 2025 marks the start of a new chapter — one that brings the brand's story, values and personality directly to Thai consumers through a local brand campaign, digital presence, and in-store experiences.
Thailand has long been one of Mr Apple's strongest markets — consistently ranking in the brand's top eight globally. With a national affinity for fresh fruit, health and wellness, and premium-quality imports, Thailand is a natural fit. Over the years, Mr Apple has proudly partnered with leading importers and retailers, including VSM, City Fresh, Big C, Makro, and Lotus's.
"We're excited to take this next step in Thailand," said Jo Turner, Senior Marketing Manager at Mr Apple. "This market has supported our apples for many years, and now we're proud to share more of who we are, what we believe in, and the care that goes into every piece of fruit we grow."
The campaign will be activated in partnership with Terroir & Spice and Diva Studio agencies, with visibility across supermarkets, digital platforms, and the wholesale channel. This includes apple sampling events in select retail stores, the launch of Thai-language social media channels, and participation in New Zealand Trade & Enterprise's "Discover a Taste of New Zealand" campaign — taking place from June through July across major retailers and at Talaad Thai, the country's largest wholesale market.
At the core of Mr Apple's story is a unique growing region in Hawke's Bay, New Zealand, one of the most ideal apple-growing areas in the world. Every apple is cultivated under the guidance of the brand's 5 star promise, which includes:
- Pure PLACE - Grown in Hawke's Bay, New Zealand, home to the world's most ideal apple-growing conditions
- Pure NATURE - We respect the nature, and we only give nature a helping hand when necessary
- Pure EXPERTISE - Cultivated using cutting-edge technology and generations of orchard wisdom
- Pure SAFETY - From natural pest control to full traceability, we put safety first with every apple we ship for your peace of mind
- Pure DELIGHT - The reward for our care is our apples that deliver perfect sweetness, crunch, and taste in every bite
As part of the 2025 rollout, Thai consumers can expect to see more of Mr Apple's leading varieties, including Granny Smith, Royal Gala, Posy(TM), and Dazzle(TM). With a refreshed presence and stronger local connection, Mr Apple is ready to deepen its relationship with Thai families — one apple at a time.
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