Strong demand helps drive new markets

NZ Avocado chief executive Jen Scoular

Growth in the consumption of avocados in key New Zealand markets continues to be impressive, says NZ Avocado chief executive Jen Scoular.

NZ Avocado attributed the increase in total sales volume to strong consumer demand, a collaborative strategy across exporters and New Zealand marketers, and efforts to manage volumes and develop new markets.

"The New Zealand avocado industry is in great shape," said Ms Scoular.

"Growers, packers, marketers and exporters are collaborating and sharing information, which is helping improve orchard performance and drive sales growth."

Australia was the industry's biggest export market, taking 3.2 million trays this season. But Ms Scoular said Asia remained the future focus. The region bought 1.3 million trays this season - almost double the previous record set in 2011-12.

Ashby Whitehead, chairman of the New Zealand Avocado Growers' Association and Avocado Industry Council, said avocados were the top priority for horticultural product access to China being negotiated by MPI.

However, Seeka avocado manager Jonathan Dixon said one of the problems for the New Zealand avocado industry in developing into Asia was the market's preference for small fruit, which gave local retailers a bigger return.

Demand for the bigger fruit New Zealand produces was still mainly in Australia and North America, he said. Ms Scoular said the 2014-15 season marked the first year of the avocado industry's Primary Growth Partnership programme with the Ministry for Primary Industries, called "New Zealand Avocados Go Global," which aims to triple productivity and increase avocado sales to $280 million by 2023 ...

"We have a strong partnership with Plant and Food Research, and have secured additional research funding through MBIE."