Two international apple industry experts presented delegates with a grim vision of the future at the national Pipfruit Conference in Hawkes Bay yesterday.
Dr Desmond O'Rourke, publisher of the World Apple Review, told growers they faced a struggle to maintain premium prices for New Zealand apples in a globalmarket which was experiencing rapid increases in apple production - from places like China - but little growth in consumption.
He said growers were unlikely to get many further gains in market access to places like Europe and the United States.
Suppliers were also likely to face increasing demands regarding food safety and quality as the big retailers consolidated and were able to wield more power.
Britain's Chris White, managing director of Eurofruit magazine, said New Zealand growers needed to maximise the brand value of local varieties such as Braeburn.
Growers will today vote on a proposal for a new industry structure.
The new structure would mean the formation of single industry good organisation encompassing growers, packers and exporters.
