Enza is planning to juice about 10 per cent of its braeburn apple supply to prop up growers' export returns.
Some 8 million cartons of braeburns will be produced this season, 7.5 per cent more than forecast.
Enza says this could see braeburn returns fall from $14.24 to an average $10.55 a carton, barely enough to cover growers' costs.
To avoid last year's dismal braeburn return of $7 a carton, Enza has asked growers to volunteer to supply apples for juicing at 16c a kg - up 8c on last year.
Hawkes Bay Pipfruit Growers Association chairman Stewart Horn said it made more sense to juice some of the harvest rather than ship the entire export-quality braeburn supply.
Independent Pipfruit Growers Association secretary Van Howard said it was disappointed that Enza had no option but to juice apples.
Growers have until tomorrow to apply to Enza for juicing contracts.
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