Envy Apples Surpass $1 Billion in Global Sales

T&G’s Envy apple brand has surpassed $1 billion New Zealand dollars in global retail sales, becoming the first New Zealand apple brand to reach this financial milestone.

The apple variety was first bred in 1985 by the Bioeconomy Science Institute, which at the time was part of the Department of Scientific and Industrial Research (DSIR). Following its development, the brand was exclusively commercialized on a global scale by T&G.

The Envy apple is currently grown in more than 13 countries and is sold in over 55 markets worldwide.

Production and Local Economic Impact

While the brand has a global presence, it maintains significant roots in New Zealand. Growers based in New Zealand account for approximately 30 percent of T&G’s global volumes for the variety.

In 2025, New Zealand growers were paid $172 million for their production. More than 100 local growers directly benefit from the brand’s commercial success.

Demand for the fruit from international markets is high, resulting in the majority of Envy apples being exported offshore.

Market Positioning and Product Characteristics

The growth of the Envy brand coincides with a shift in the global apple category toward premium offerings. The variety is distinguished by a rich red color and a flavor profile that is sweeter than traditionally tart apple varieties.

Shane Kingston, T&G’s managing director of apples, stated that the $1 billion milestone represents years of effort by the company, its growers, and the horticulture sector of Aotearoa.

A billion New Zealand dollars of retail sales value across the world is no mean feat. It’s many, many years of effort building that loyalty, building the retention of shoppers, building the quality of product, building the quality of customer partnership

Shane Kingston, T&G managing director of apples

Kingston noted that the achievement demonstrates the result of combining world-class genetics, outstanding growers and a globally connected system.

The development of the Envy brand is cited as an example of New Zealand’s capacity to support the development of a variety, grow it successfully within the country, and scale it into a global brand.

Kingston indicated that the company views the $1 billion mark as the first of several milestones it intends to reach in the coming years.