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INDUSTRY » Longview
• From page 39 He says that the strategy is to become the preferred supplier of apples within the Asia region. During 2016 Longview sold 62% of the approximately 530,000 TCEs it manages to Asia and was recently recognised by the China Fruit Marketing Association as one of the top 10 brands of fruit imported into China during 2016. He says the award was the result of smart marketing of the brand in Asia over many years along with consistently delivering a high quality product through investing in the latest technology including optical grading and sorting technology which allows it to supply to precise specifications and requirements. “I travelled extensively, meeting with clients to see what they wanted and were prepared to pay for. We then packed with the market as the prime focus. Quality was key - even if that meant slowing the shed down at times to complete colour breaks etc. From this we gained a reputation for being a quality, reliable supplier.” He says growers have been a key factor in the building of the brand: “Once we knew what the market wanted we went to our growers and they grew to meet these requirements. It was a mind shift as it was a move to growing fewer but larger and better quality fruit. The growers placed their trust in us but at the end of the day the figures stacked up as the market was willing to pay more.” Wayne says the modern Longview
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packhouse and coolstore was a key attraction for Scales Corporation. Recently a new racking system was installed by Storepro Solutions, with New Zealand based automation partner Scotts PHS, as the latest upgrade to the Longview plant to ensure the company stayed ahead technically. “The end result has been a smart and efficient pallet put away and retrieval system. This provided us with maximum storage density along with reduced downtime in forklift movements/double handling and damage while also having the ability to store three full pallets high with no stillage requirements improving pallet accessibility at any one time,” explains Wayne. Longview was packing half a million cartons annually – or around 2.5% of the total apples exported from New Zealand. Mr Apple was packing around 25%. Wayne says the fact that the Longview post-harvest infrastructure is close to existing Mr Apple operations is expected to yield a number of operational efficiencies and improvements, including opportunities for improved packhouse specialisation and other revenue and cost synergies. “We’re quite excited to be working with a bigger organisation where we can really take the brand forward and carry on the momentum we have built so far, especially with the Asian market growing rapidly. With lots of plantings in the ground and new varieties coming on we are excited to be playing a bigger part in the New Zealand apple industry.”
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