How to eat a $43 apple

An upscale fruit supermarket is proving popular with the health-conscious wealthy

China Resources Vanguard, one of China's largest supermarket chains, has established a speciality upscale fruit store.

Ole', combines fresh produce with high-end sales strategies and is appealing to the nation's well-off health conscious.

One of the store's most notable products is a specially selected Japanese "world" apple, which, at 266 yuan ($43) for one, costs the earth for most shoppers. Over 70% of the fresh fruit on offer comes from further afield, with New Zealand Kiwis and US cherry tomatoes (costing $4.50 a punnet) being popular favourites.

In a recent interview with Freshfruitportal.com, store manager Guo Manjiang said the business had enjoyed double digit growth since its opening in 2004 and has attributed its success to a growing clientele of shoppers with an "extraordinaory consumption ability."

Ole' patrons are typically white collar workers earning over 150,000 yuan per year ($24,000 says Guo, who demand "fresher and healthier products of better quality."

While an apple a day may keep the doctor away, at $15,695 per year, the same perhaps could not be said for one's accountant.