The New Zealand kiwifruit industry has a bright future beyond Psa, believes Bert Barmans, managing director for Zespri International in Europe.
The disease has made no difference to the European markets this season where consumers and clients have no concerns because the fruit is safe to eat, he said. However, he acknowledged Psa was of obvious concern for growers whose orchards were infected and those trying to keep theirs free.
Even so, he said: "The future is bright for New Zealand kiwifruit, especially in new varieties."
Zespri Gold has been an outstanding success, Mr Barmans said and new varieties, a sweet green and two new golds are being grown commercially, and tested in the markets, with a red variety under evaluation.
"New varieties are the future and if we don't introduce new varieties, someone else will."
Among the New Zealand growers who visited Psa affected orchards in Latina, Italy in May, were many who expressed doubts about planting new varieties until they were sure Psa could be managed in existing commercial crops of Zespri gold and Hayward green.
However, others from Northland and Waikato in particular, away from the Te Puke priority zone, were still keen to take up new variety licenses.
Zespri is expected to announce the details of the tender process this week.
Mr Barmans is hoping the disease won't deter too many growers because he believes the future for Zespri and its growers lies in the novelty of new varieties.
This season had started well in Europe, with customers asking when the first vessels would arrive. By mid-May three had already discharged and most of the fruit had been rapidly dispatched throughout Europe and the UK.
That augured well for the rest of the season and Mr Barmans said while he and his team were always aware of the need to achieve the best possible return for Zespri growers, that was even more important this season, given the additional costs many would be facing to reduce the spread of the Psa disease. "The advantage we have [in the market] is that we only sell kiwifruit. We live and breathe kiwifruit. We are not distracted by other fruits," he said.
Relationships with customers buying the fruit for their supermarkets or Mum and Dad stores as well as wholesalers and the final consumer, were vital and something the Zespri team in Europe worked hard to maintain.
Understanding each different market and the preference of its consumers as well as its retailers is important.
"Europe is not just one big market," Mr Barmans said. "Every country is different and has different requirements."
For that reason the Zespri marketing team designs different promotions to appeal to consumers in each country.
In Spain this year Zespri kiwifruit is being promoted as the "King of the Vitamins" and by collecting three Zespri green and three Zespri gold labels, consumers can win one of the 480 cool bags or the first prize, a scooter. Meanwhile, in Belgium Zespri has information focusing on health on "Seniorennet", a popular website for consumers aged 50 years and over.
In the area called Benelux, the economic union in Western Europe of neighbours, Belgium, the Netherlands, and Luxembourg, a competition to collect Zespri labels gives consumers the chance to win a Brompton folding bicycle.
The promotion in Italy asks consumers to collect seven Zespri kiwifruit labels to win luggage sets, Zespri gold USB sticks or the premier prize of a trip for two to New Zealand. In rugby-mad France a Zespri football is among the prizes on offer.
Important as the promotions are to increase consumption of Zespri kiwifruit, Mr Barmans said the eating experience the public enjoyed was crucial.
"In the end a good sale is the sale of a fruit which is eaten and enjoyed. If the final consumer is not satisfied then there will be no repeat sales," said Mr Barmans.
Elaine Fisher visited Belgium as a guest of Zespri.