About us

New Zealand Fruit Growers Limited procures direct supply of fresh fruit from growers for export to Asian markets. Our New Zealand cherries are exported through our related company New Zealand Cherry Partnership, trading as New Zealand Cherry Corp

We are a small but dedicated team with a focus on quality.

Our philosophy is: “Only the best fruit selected”.

Meet the team

Paul Croft

Paul Croft

Paul has over 15 years’ experience in the commercial property finance industry and over 10 years in the cherry industry previously as CFO for New Zealand Cherry Partnership and more recently as part of the international marketing team at Asia Fruit Logistica Hong Kong for the past 6 years.

He holds a Bachelor of Commerce and a Graduate Diploma in Finance. He is a qualified Chartered Accountant and holds an Investment Management certificate.

Henry van der Velden

Henry van der Velden
Joint Owner

Henry manages the largest covered cherry orchard in the South Island of New Zealand and has extensive experience in growing and exporting fruit.

With over 10 years international marketing experience, Henry has taken it upon himself to each year visit key customers and emerging markets becoming known as Mr Henry by name. This market recognition lead to a Taiwanese customer back in 2009 creating and adopting the Mr Henry brand which is now used exclusively in New Zealand for online sales via www.mrhenry.co.nz and www.bigcherries.co.nz

Reece van der Velden

Reece van der Velden
International Sales Manager

Reece has a Bachelor degree in Information Systems and Management with over 10 years e-commerce experience including cross-border sales. Reece has been a key lead in the marketing, organisation and sales at Asia Fruit Logistica Hong Kong.

Reece has a comprehensive understanding of the export process and updated the company’s export grade standards in 2015. Over the years Reece has visited more than 40 markets, more recently visiting new emerging markets. He developed a flagship 48pc VIP gift box which brought the premium New Zealand Cherry Corp brand to market. Reece maintains a close relationship with customers which is considered critical to the role of international sales.

Heidi Hall

Heidi Hall
Sales & Marketing Assistant

Heidi is the newest member in the NZCC team, joining in late November 2017. She has a Bachelor's degree with joint majors of Marketing and Management. Heidi has extensive experience in digital marketing and website design. She has previously worked as a GM in a small valuation company, as a Business Developer at MediaWorks and as a digital analyst at Bauer Media.

Heidi will be a key lead in the marketing, organisation and sales at Asia Fruit Logistica Hong Kong.