What is a
Zeijoa?
A Zeijoa is a premium NZ grown Feijoa. Originally from South America, the feijoa is an exotic fruit similar to a guava in taste and texture – and is sometimes actually called a “pineapple guava”.
This is a grower owned brand designed to achieve a unified approach to marketing feijoas globally. The brand has been set up to appeal to commercial feijoa growers.
"IT'S QUITE TART WHEN IT'S JUST PICKED,
BUT AS IT RIPENS IT GETS SWEETER,
AND THE FLESH CLOSEST TO THE SKIN REMAINS TART,
SO YOU HAVE THIS GREAT CONTRAST".
When a is cut in half, visually it is similar to a guava, but the seeds are not as hard as a guava, and the jelly has different flavours as it ripens.
Some people also liken the taste to that of quince, and it is already a popular fruit in New Zealand. Zeijoa has built on this connection to the country, branding its feijoa as “New Zealand guava” to help introduce it to new consumers.

