The $3.5 billion fruit and vegetable sector suffers from not being regarded as sufficiently "sexy" to attract young people as workers, says an industry leader.
"Young people are avoiding the industry," said United Fresh president Ron Becroft. "Those who do venture into produce are heading for the wine and olive-growing sectors."
United
Fresh is an across-industry group, which includes the Vegetable and Potato Growers Federation, the Fruitgrowers Federation, Turners and Growers wholesalers and fruit and vegetable retailers, as well as the 5-plus-a-day campaign.
Becroft told a workshop held by the group that the people in the sector who succeeded were the "first movers", who were fast adapters.
The sector's $3.5 billion production was expected to double over the next five years but that would require new target markets, new products, new technologies and new services.
The urbanisation of well-to-do populations was playing into the hands of food producers, and as people became more sedentary, the links between food and health would become more important.
"We have the opportunity to develop a system of managed obsolescence with produce," Becroft said. "We should be the first to move into 'fashion food' in markets such as Europe and Asia.
"We are seen as an environmental oasis, and if we develop career pathways for young, talented New Zealanders there is very good money to be made growing fruit and vegetables".
Becroft said many crops could be developed if New Zealand had the skills to research them.
- NZPA
