The Most Expensive Fruit on the Market During Tet Season – A Fourfold Increase!

On January 9th, the Opening of the 2025 New Zealand Cherry Season was held at the New Zealand Consulate General in Ho Chi Minh City.

Statistics from the Vietnam Vegetables and Fruits Association show that as of the first eleven months of 2024, New Zealand was the fifth largest supplier of fruits and vegetables (mainly fruits) to Vietnam, with a value of over $103 million (approximately 2.6 trillion VND). In 2023, the country was also among the top exporters of fruits to Vietnam, with a value of $120.7 million.

Mr. Scott James, Consul General and Trade Commissioner of New Zealand in Ho Chi Minh City, appreciated the potential of the Vietnamese market as consumers are becoming more conscious of choosing safe and organic products. Meanwhile, New Zealand boasts a unique environment that enables the production of some of the cleanest and finest agricultural products in the world.

Mr. Scott James shared that several types of New Zealand fruits, including apples and kiwis, have been granted official export status to Vietnam, with kiwis being the most successful. As the iconic fruit of New Zealand, kiwis have gained immense popularity in the Vietnamese market, and there are high hopes for cherries to follow suit.

He also informed that New Zealand aspires to introduce additional fruits, such as avocados, peaches, apricots, and plums, to Vietnam. However, he anticipated that this process might take a considerable amount of time due to complex negotiation procedures.

Representing the importer, Mr. Nguyen Xuan Hai, CEO of Klever Fruit, stated that cherries are currently the most expensive and premium imported fruit in the market, alongside Shine Muscat grapes, which are also pricey but less common.

Regarding cherry imports, there are two main seasons: the northern hemisphere, including the US and Canada (summer) and the southern hemisphere, comprising New Zealand, Australia, and Chile (winter in Vietnam), which are permitted to export to Vietnam. Notably, New Zealand is the only country among these that can grow cherries to organic standards.

“What’s special about this year’s crop is that organic cherries have the same appearance and taste as conventionally grown cherries, with a score of 95% in terms of size, sweetness, crispness, and juiciness, while previous crops only reached 50% and tended to be sour. Vietnamese consumers are discerning when it comes to their fruit.”

As a result, for this Lunar New Year, Klever Fruit plans to import up to four batches of organic New Zealand cherries, totaling more than four tons. In comparison, they sold less than one ton during the previous Lunar New Year. Two batches have already been imported and well-received, and the company will import the remaining two batches closer to the holiday.

According to market observations, organic cherries are currently retailing for up to nearly VND 1.5 million per kilogram.