Storms have wiped out up to 80% of crops for some growers. Photo / 123rf
Despite recent challenges, the avocado sector is working hard to improve outcomes.
NZ Avocado chief executive Brad Siebert said spring storms devastated some Bay of Plenty crops, while the export arm of the industry was facing strong competition from overseas suppliers.
However, Siebert was confident going forward and, with the 2025-2026 export season in full swing, said NZ Avocado was working to capitalise on opportunities across numerous markets.
“While competition from other origins remains strong, the sector is focused on elevating the global profile of Avocados from New Zealand,”
Over recent months, this has included a united presence from exporters at Asia Fruit Logistica in Hong Kong and broader representation from across the horticulture sector at World Food India in New Delhi.
Asia Fruit Logistica is the most prominent fruit industry gathering in Asia, which this year featured exhibitors from 41 countries, including 25 national pavilions.
Siebert said this event provided an ideal platform to champion the supply into Asian markets, where the industry also launched its new industry-wide FernMark certification.
“At World Food India, our involvement aimed not only to raise the profile of the New Zealand avocado sector and understand opportunities in this emerging market, but also to actively engage with New Zealand and Indian officials.
“With trade negotiations progressing, our presence was a deliberate step to demonstrate commitment and ensure the sector is positioned as a proactive, trusted partner in growing the bilateral trade relationship.”
The four-day global food and agribusiness event in New Delhi attracted around 1700 exhibitors, 500 international buyers and participants from 100 nations.
Siebert said the 2025–26 season has not been without its challenges.
“Global supply dynamics have required exporters to carefully target volumes and their timing into key markets.”
Sibert said that, while existing markets across Asia remain well serviced, there were also new and emerging markets this season in North America.
“Growing volumes will flow to Canada, with the 15% tariff into the US, while not ideal, is aligned with tariffs that other origins like Peru are facing, which we seasonally compete with.”
Siebert said the major export volumes for the current season outside North America include Australia, Korea, Hong Kong and China, with a steady volume to Taiwan, Thailand, Japan and Singapore.
Domestically, growers in the Western Bay of Plenty were hit by a significant wind event in September, officially classified by the Ministry for Primary Industries (MPI) as a “localised adverse event”.
Siebert said this classification enables agencies such as Inland Revenue and the Ministry of Social Development, and regional and local councils, to consider support provisions for affected growers.
The Bay of Plenty is one of New Zealand’s major growing regions for commercial avocados, producing half of the country’s total crop.
Siebert said the wider community and sector mobilised quickly, with coordination from the MPI and HortNZ and the Bay of Plenty Rural Support Trust, focusing on grower wellbeing and community support.
Due to the financial impacts on growers, the Fruit Growers Charitable Trust also stepped up with an offer of support to fund professional consulting and advice to growers.
In a strong demonstration of collaboration, Siebert said the NZ Food Network, in partnership with the NZ Avocado Growers Association, helped rescue windfall fruit — collecting more than 100 field bins (over 43,000kg) and distributing them through 39 food hubs, feeding thousands of families in need.
He said there will be an impact on the industry’s export volumes coming out of the Bay of Plenty.
“While this is still to be quantified and will likely be in excess of 500,000 trays, there are individual growers hit hardest by the wind event that have lost over 80% of their fruit.
“These growers are now looking for both financial and on-orchard strategies to plan ahead and maintain tree health and productivity for next season.”
Siebert said tree health will be in focus, as beyond mature fruit drop, leaf and emerging flower damage will have longer-term, multi-season impacts.
Looking ahead, he said the trading environment remains dynamic, with global volumes competing for market share.
“Market development work offshore and domestically — where around 40% of the harvest is consumed — will continue to focus on increasing consumption and visibility of New Zealand supply.
“Direct engagement with New Zealand supermarkets will support a more coordinated promotional approach this season, while work is underway to ensure grower margins remain central to a more targeted market engagement programme.”
Siebert was under no illusions about the year ahead for the avocado sector.
“The challenge is on this season, with market conditions both internationally and domestically testing every part of our industry,” he said.
“Our best chance of success lies in an engaged and informed grower base and supply chain.”