NZ aims to dominate Asian market

New Zealand aimed to become the avocado supplier of choice in Asian markets.

New Zealand's avocado industry launched its new export market promotional material last week at Asia's leading fresh fruit and vegetable trade show, Asia Fruit Logistica, in Hong Kong.

New Zealand Avocado chief executive Jen Scoular said New Zealand aimed to become the avocado supplier of choice in Asian markets.

"The unique property of New Zealand-grown avocados that we promote in Asia is time," said Ms Scoular. The New Zealand fruit hung on the tree for at least a year, which was much longer than in other producing countries, she said.

The new marketing collateral positions New Zealand avocado as a premium product promoting quality, safety and health.

New Zealand Avocado says this is the first time it has represented the industry at AFL, where it was one of 460 exhibitors from 38 countries.

HortNZ chief executive Peter Silcock said AFL was a proven way for companies to make great contacts with international customers, particularly those from Asian countries.

HortNZ's objectives were to encourage and enable New Zealand exporters to engage with customers across Asia, said Mr Silcock. Those objectives supported the horticulture industry's vision of doubling the size of the industry by 2020, to a value of $10 billion, and helping exporters move from traditional markets in Europe to new growth markets in Asia.

Ms Scoular also spoke at the Asiafruit Business Forum, a conference held as part of the Logistica event, on how the New Zealand industry was using nutritionist and Masterchef winner Nadia Lim to promote avocado consumption.

New Zealand's avocado industry more than doubled its sales to $136 million this year, setting new records in both the export and domestic market. The return eclipsed the previous sales record of $84.1 million set in 2009-10 and was well above the $60.4 million of avocados sold last year.

New Zealand avocados are currently exported to Australia, USA, Japan, Singapore, Korea, Malaysia, Hong Kong, Taiwan and Thailand. Some activity has also begun with India. The industry believes there is a lot of potential to increase sales further, particularly in Asia. However, industry experts have noted that New Zealand will face increasing competition from Australian exporters.

"There's growing demand for premium, safe, and healthy produce," said Ms Scoular. "We are positioning our industry to take advantage of that by emphasising how New Zealand avocados are grown in a pristine environment. We're collaborating with packers and exporters to improve our supply to ensure our avocados are delivered to Asian consumers in top condition."

Hong Kong trade show

New Zealand Avocado was part of the biggest New Zealand presence to date at Asia Fruit Logistica. Thirteen companies exhibited, including Zespri, Plant & Food Research, New Zealand avocado export entity AVANZA and avocado exporters JP Exports and Te Mata exports, as well as Horticulture New Zealand.