Apple, banana hold key to ideal kiwifruit

The "holy grail" of kiwifruit would peel like a banana or eat like an apple, says marketer Zespri.

Chief executive Lain Jager says an easy-peel kiwifruit or one with a skin that could be eaten with the fruit is the industry's ultimate goal - but in the meantime it is chasing other goals to cement New Zealand's reputation as producer of the world's best-tasting, best-quality kiwifruit.

The number one priority for scientists and marketers is a superior green kiwifruit that overcomes the global issue of variable quality. The iconic Kiwi "Hayward" green variety tends to start out hard in the fruit bowl, be edible for a snapshot of time, then goes too soft, Jager says.

The industry is striving for a green fruit with all the size, digestion, storage and transportability strengths of a Hayward, but a longer fruit bowl life and consistently sweeter taste, he says.

"If we could come up with a superior green like a Dole pineapple that would be a wonderful opportunity."

Another priority is to extend the narrow season for burgeoning gold fruit sales to meet growing demand in non-Asian markets such as Europe.

Then there is the ongoing pursuit of novel colours such as reds and oranges with a "taste explosion" and requisite size, appearance, quality, storage and shelf life of the most superior kiwifruit.

Developing the already-recognised health benefits of the kiwifruit is also a priority, Jager says.

"If we can develop a cultivar that has a significantly higher amount of vitamin C or another health attribute, there is a strong potential for market growth."

Zespri says a kiwifruit has twice as much vitamin C as an orange, and is a low-fat, natural source of vitamin E. Kiwifruit has the same levels of potassium as a banana but half the calories and is high in antioxidants and other potentially beneficial phytochemicals including some unique enzymes. Trials show kiwifruit to be "highly effective" in immune system benefits, and repairing DNA damaged by oxidative stress.

Zespri's taste research shows a preference for sweeter kiwifruit in Asia.

Japan is the single biggest market for New Zealand kiwifruit and the premium revenue earner. Europe takes the largest proportion of fruit.

After 10 years in the market Zespri gold accounts for 22 per cent of total crop, earning more than $450 million in annual global revenues, and delivering more than $220 million to growers.

By upscaling the cultivar programme Zespri expects: an 800 per cent increase in annual seedling screening; a 500 per cent increase in the number of promising new varieties evaluated in clonal trials; and industry growth generating around $3 billion a year by 2020.

MARKET SHARE
* 100 million trays shipped last year.
* Zespri third most recognised fresh fruit brand in key markets.
* 100 per cent owned by growers.
* Industry 105 years old.
* Fruit came from China as the "Chinese gooseberry".

TOP 10 MARKETS FOR ZESPRI GREEN KIWIFRUIT
Spain - 16 per cent
Japan - 12 per cent
Germany - 11 per cent
Netherlands - 8 per cent
France - 7 per cent
Italy China/Hong Kong - 6 per cent
South Korea/Taiwan - 5 per cent
United States - 4 per cent

TOP 10 MARKETS FOR ZESPRI GOLD
Japan - 32 per cent
South Korea - 13 per cent
China/Hong Kong - 11 per cent
Taiwan - 10 per cent
Netherlands - 8 per cent
Germany - 7 per cent
Spain - 5 per cent
Belgium - 3 per cent
Australia and United States - 2 per cent