Avocados on Asian menus in new market push

The industry aims to triple productivity to 12 tonnes per hectare and quadruple industry returns to $280m by 2023. Photo / Babiche Martens

New Zealand's biggest avocado season has started and the industry is staging events this month to showcase new-season fruit in key Asian markets Japan, Singapore and India.

NZ Avocado chief executive Jen Scoular said the industry's new Primary Growth Partnership programme with the Ministry for Primary Industries aimed to triple productivity to 12 tonnes per hectare and quadruple industry returns to $280 million by 2023.

"Increasing our exports to Asia is a significant part of that plan," she said. "There is growing global demand for premium, safe and healthy produce. We are positioning our industry to take advantage of that."

Jen Scoular, NZ Avocado chief, says there is a growing global demand for premium, safe and healthy produce.

Last week some 80 Japanese media and trade representatives sampled fresh and healthy dishes such as avocado and potato croquettes and avocado cheesecake at the New Zealand Embassy in Tokyo.

Japanese model and beauty journalist Sakura and nutritionist and author Erica Angyal took part in a talk show at the event, highlighting the health and beauty attributes of avocados.

"These women are very influential and Japanese consumers pay close attention to their advice," said Ms Scoular. "Erica has over 70,000 Facebook fans and her subsequent social media posts about New Zealand avocados are a huge coup for us."

On the weekend, Singapore's national health board hosted an event that featured NZ Avocado ambassador and MasterChef New Zealand winner Nadia Lim sharing tips on creating avocado dishes.

"Singaporeans are being encouraged to embrace healthy options so it's the perfect chance to show consumers why they should choose our fruit," said Ms Scoular.

And tomorrow, executives from India's leading hotels and Indian celebrity chef Kunal Kupar will join media and guests to sample avocado dishes at the New Zealand High Commission in New Delhi.

"Chef Kupar is a big drawcard in India," said Tony Ponder, vice chairman of NZ Avocado and director of AVANZA, which markets in Asia on behalf of three leading avocado exporters.

"He is one of their most well-known restaurateurs and is a host and judge on MasterChef India. His endorsement of New Zealand avocados offers huge credibility to our product."