The ENZA Brand

Branding is critical to the success of our business - it helps people recall our product, builds customer loyalty, increases sales and maintains premiums.

ENZA is synonymous with: 

• Crisp, tasty fruit
• Quality and excellence
• New Zealand's clean, healthy environment
• Innovation
• Reliability

Before 1991, New Zealand apples and pears were marketed under the name "New Zealand". However, "New Zealand" can be used by any exporter from this country, regardless of the quality of their product, and it cannot be registered as a fruit brand.

So in 1991, the New Zealand Apple & Pear Marketing Board introduced the brand "ENZA" for its export pipfruit. The letters don't stand for any words - ENZA was chosen because it is culturally acceptable, has a strong association with New Zealand and is short and snappy - to fit neatly within the apple and pear logo.