Rockit

About Rockit

Rockit Global Limited operates as a vertically integrated horticulture company, focusing on the cultivation and global distribution of a miniature apple variety. The company was established in 2002 by Phil Alison, who saw potential in a small apple developed by Plant and Food Research in New Zealand, which the broader industry had initially rejected because of its size. Alison's strategy was to position the apple not as a commodity fruit, but as a premium, branded, on-the-go snack, a decision that led to the creation of its distinctive tube packaging. The apple itself, scientifically known as 'PremA96', is a cross-breed of 'Royal Gala' and 'GS 2184'.

The business generates revenue through the sale of these branded apples, which are marketed as a convenient and healthy snack alternative for consumers, especially children and busy adults. Rockit targets the high-end convenience food market, with distribution channels including supermarkets, cafes, vending machines, airports, and hotels. A significant portion of its business is global, with a strong focus on markets in Asia, the Middle East, Europe, and North America. To ensure a year-round supply, the company has licensed growers in numerous countries, complementing its primary production in the Hawke's Bay and Gisborne regions of New Zealand. This licensing model, combined with direct sales and partnerships with distributors, forms the core of its revenue stream.

The company's key offering is the Rockit™ apple, a miniature apple recognized for its sweet taste, crisp texture, and high nutritional content. The product's main feature is its size—slightly larger than a golf ball—and its packaging in portable, recyclable tubes, which enhances convenience and brand recognition. This packaging also helps maintain the apples' freshness and safety. In 2017, Alison sold his stake to private equity firms Oriens Capital and Pioneer Capital, which facilitated further international expansion and growth. Under new leadership, the company has seen significant revenue growth, from $55 million to $150 million, and has invested heavily in advanced automated packhouses and digital marketing to support its global ambitions.