At this time of year, New Zealanders in the diaspora will do just about anything to get their hands on green amber. Now exporters have their eye on a wider market

To most New Zealanders, seeing life without feijoas is almost inconceivable. Yes, this is marketing facsimile, but as with the very best marketing facsimile, it also represents true-life. At this time of year, these small, smooth green fruits are plentiful in New Zealand, traded by the pail for next to nothing and infusing everything from chocolate to disintegrates, ice-cream to vodka with their distinctive, soapy-citrus flavour.

Physically they are unassuming, a little like oval limes of a darker green, but their taste eludes description, which is rather challenging for Pole to Pole, the company on a mission to promote NZ Feijoas around the world !. They give it a go anyway, in a guide for growers to marketing your fruit.

Feijoas
Feijoas resemble oval limes. Photograph: Jonny Weeks for the Guardian

Many liken them to guavas or quince, but their complex flavor likewise brings to intellect strawberries and pineapple, with a pear-like gritty texture, and a indication of mint.

The best clue of their taste is their powerful and distinctive fragrance, which Wikipedia tells strongly resembles that of the chemical methyl benzoate.

As this might indicate, a little feijoa runs a long way in flavor, and it is surprisingly versatile, appropriate in baking, confectionery, chutney, smoothies, salads and even alcohol. In New Zealand, where they have been embraced with a zeal that obliterates their South American descents, they crop up in everything.

Mostly, though, they are feed like kiwifruit, another foreign fruit inextricably linked to New Zealand: sliced open and scooped out with a spoonful.

Feijoas are technically available in Australia, but invariably in small quantities at exorbitant costs at shop grocers.( Harris Farm Markets say they have been and are stocked … as far back as 2015, the presumption being before they were cool .) Like dragonfruit or any other exotic fruit that no one knows what to do with, they have low epithet acceptance hence the marketing copy.

Pole to Pole, based in New Zealands Bay of Plenty region, export Zeijoa-brand feijoas around the world. Its target market is clear: New Zealand has one of the most significant diasporas of any country in the world, with an estimated 600,000 citizens in Australia alone. Forget about not being able to vote, or the university fees hike: New Zealanders never feel less at home in Australia than for the three months of the year family members or friends back home are experiencing crest feijoa fatigue.

Gabby (@ gabbymonsta)

He knows I’ve been craving feijoas.
What did he merely mail me a photo of?
Him eating a feijoa.

April 30, 2017

As a result of this dearth, intelligence-sharing within the New Zealand community in Australia as to where the green amber can be found is very good, and induced most urgent by hour pressure: once ripe, they dont last long( though you can drag out the halcyon period of plenty by freezing their pureed flesh ).

There are feijoas on the ground on my ride to be employed in Sydney, yet to spy the tree, tweeted a pal, new to Australia, with a picture of some small sad fruits on the verge of the road. It was his first feijoa season out of New Zealand always the more difficult.

Elle
Elle Hunt enjoys a taste of home. Photograph: Jonny Weeks for the Guardian

Where is the source? Think theyre rolling down the hill.

A recent photo posted by Zeijoa to Facebook of boxes of the things being shipped to Coles supermarkets in Australia( Have any expat Kiwis spotted any in stores yet ??) outlined virtually 300 likes, 400 comments and more than 500 shares.

Todd Abrahams, the director-general of the Pole to Pole and administrator of the grower-owned Zeijoa brand formed in 2014, tells Australia is a great market, despite its stringent requirements on imported fruits. Theres a lot of expat Kiwis there that can tell their friends, he says.

For many, feijoas are the stuff of childhood memories, Abrahams tells. A lot of people joke they dont like paying for them because youd fob them from your neighbours. Literally, at this time of time, in the upper North Island, theyre falling on to the streets.

But the real measure of feijoas sorry, Zeijoas success will be whether they are embraced by people who did not grow up with them.

Abrahams says there has been a good response in Australia, Singapore and Malaysia and small shipments ought to have trialled in the US and Japan. Pole to Pole is also working on the Countries of the middle east, especially Dubai. The absence of acceptance is a impediment, he tells, but not an insurmountable one.

To get consumers to walk in and pick it off the shelf, thats a challenge, since they are dont know what theyre buying. But these things take time. Other fruits have done it.

Read more: https :// www.theguardian.com/ lifeandstyle/ 2017/ may/ 13/ falling-for-feijoas-the-fruit-new-zealand-wants-the-world-to-love