When the signature Rockit apples are launched from Hawke's Bay to destinations around the world, they will travel bearing the Great Things Grow Here brand.
Phil Allison, founder of the Havelock North Fruit Company, is one of the horticulture industry stalwarts who have gotten behind Hawke's Bay's new economic development platform.
The company bought the global rights to the Rockit cultivator in 2010, whose miniature apples are marketed in six different tube sizes and are available in United Kingdom supermarkets, fresh produce stores in Taiwan and across the United States, Asia, and the Middle East.
When he was approached to become one of the first brand champions for Great Things Grow Here, Mr Allison said he had been happy to join.
"I've been happy to engage and assist with them. I like what they're doing. I think [the brand] has legs."