01
We are Picky
Thanks to Nature’s hard work, we get the pick of the tastiest fruit for our juices and smoothies. We are Picky. Just like you.
02
It all starts...
With our Founder, Ross Beaton. Ross started growing apples back in 1982 and built a successful apple business exporting apples to 45 countries. Ross is seriously passionate about apples and was always bothered about the “Ugly Fruit” - the apples that were of ‘A Grade’ taste and texture but went to waste because they weren’t pretty enough for export. He had a burning desire to do something about it.
03
Whakatu, Hawke's Bay
In 2013, things got exciting when Ross met Sally Gallagher, Hawke’s Bay’s Food Innovation Specialist (she’s really clever) and with a shared vision, The Apple Press was born. Together they set out to make all-natural, quality, varietal led apple juice in significant quantities, but they couldn’t find a factory with the capability to do it. “So, I thought, I better build it” said Ross.
Today his plot of land in Whakatu, Hawke’s Bay is home to our production facility using some of the very best technology in the world.
04
Ugly fruit
We don’t think looks should matter, which is why we take the “cosmetically blemished” apples (aka Ugly Fruit) that aren’t considered pretty enough for export, and craft them into the world’s best juice. Ugly Fruit still has A Grade taste and texture when you bite into it, so we make it our business to ensure these fruit fulfil their destiny by still being enjoyed around the globe.
And of course, reducing waste is better for the environment and that’s a beautiful thing.
05
We're Picky.
Truth is, we always were. While we loved our time tinkering with perfecting apple juice, it soon led to wanting to try out all the other yummy stuff in nature’s toy box. With good reason, all the other top-notch produce in our deliciously fresh juices and fabulously fruity smoothies were feeling a little left out.
So, just like fresh fruit ripening in the Hawke’s Bay sunshine, we’ve had a glow up. We think our new name fits like a brand-spanking new pair of Red Bands. Because being Picky sums up the way we’ve always done things. We’ve always been exacting about using the best fruit, working with the best people so we can make the best juices and smoothies. We’re proud of how selective we are when it comes to doing what we do. Picky isn’t just the way we’ve always done things, it’s the way we’ll keep on doing them. So we’re wearing our heart on our sleeve.
Speaking of what we’re wearing — you’ll notice we’ve gone beyond the gumboots and sorted out an entirely new outfit. We want our bottles to be as vibrant, flavourful and refreshing as what’s inside them, bringing a fruity little celebration to your local chiller. We look forward to meeting you.