Falling for feijoas: the fruit New Zealand wants the world to love
At this time of year, New Zealanders in the diaspora will do just about anything to get their hands on green gold. Now exporters have their eye on a wider market
To most New Zealanders, imagining life without feijoas is almost unthinkable. Yes, this is marketing copy. As with all the best marketing copy, it's also true. At this time of year, these small, smooth green fruits are plentiful in New Zealand, traded by the bucket for next to nothing and infusing everything from chocolate to crumbles, ice-cream to vodka with their distinctive, soapy-citrus flavour.
Physically they're unassuming, a little like oval limes of a darker green. Their taste defies 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.