Jen Scoular, Avocado NZ CEO, said the 2014-15 crop was a record volume year for total crop and export volumes. Photo / Joel Ford
The Bay of Plenty Times asked Avocado NZ CEO Jen Scoular about the record avocado crop, the effect the strong Kiwi dollar is having on exports and future aspirations for the industry.
In 2014-15 how many trays of avocados were exported compared to 2013-14?
About 4.5 million trays were exported compared with 3.1 million trays in the 2013-14 season.
What was the crop like?
The 2014-15 season crop was a record volume year for both total crop and for export volumes.
What percentage does the Bay of Plenty make up in regards to New Zealand's crop?
This season about 60 per cent of the total crop has been produced in the Bay of Plenty with more than 2000ha in commercial avocado production.
Has the NZ dollar had an effect on exports to Aussie?
As an exporter, the high New Zealand dollar will always impact returns but FX is one but certainly not the only challenge of exporting a quality fresh product from New Zealand.
Our exporters do hedge a portion of their foreign exchange exposure, based on their own treasury policies.
What would it mean for the industry if the New Zealand dollar stayed the same?
We operate and are set up to operate in a market economy, and a changing exchange rate is part of that environment.
What are the three major export markets for New Zealand?
In the 2014-15 season, the three major export markets for New Zealand Avocados were Australia, US and Japan
In the future, what market does New Zealand Avocado think shows the most potential and why?
We are looking to significantly increase productivity so we forecast increased volumes of premium avocados to be available for export. All our current markets will remain important, and we will develop wider Asian markets over time, when research tells us that demand for high-quality, fresh, healthy fruit is in demand in that market.
Development in a market means research to understand the supply chain and consumer requirements, and building strong relationships in that market.
The biggest highlight for the industry over the past 12 months?
We started the Primary Growth Partnership in June 2014 - a significant programme with strong investment from the Government. This cross-industry initiative allows us to invest further into an industry R&D programme, focussing on productivity, to develop new markets and to maximise value across the value chain.
The biggest challenge facing the industry at the moment?
The New Zealand avocado industry is still small, and faces significant challenges of irregular and low production. As an exporter, we face challenges of maintaining and developing new markets, and this year's challenge is to gain phytosanitary access to the China market.
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