New Zealand firm aims to dazzle with premium apple

Selling gourmet food to China isn't easy business, given the country's rich agriculture resources and profound culinary tradition. One winning recipe is to know local people's preferences and cater offerings to their palates while preserving an authentic taste.

That's what drives Mr Apple, a New Zealand organic apple grower, to breed a special variety called Dazzle to quench the appetite of Chinese, who summarize the traits of the premium fruit as "red, crunchy, sweet, and medium-sized".

According to Milli Wang, who represents the brand in China, the Dazzle variety is getting a soft launch during the China International Import Expo as the brand rides the consumption upgrade boom sweeping across the country's middle-to high-income earners.