New Zealand’s avocado industry is eyeing international sales growth, following the launch of a new primary growth partnership (PGP) aimed at increasing productivity and capability within the sector.
The aptly named Go Global programme will see New Zealand’s Avocado Industry Council partner with the Ministry for Primary Industries (MPI) in a bid to drive sales above NZ$250m (US$216m) by 2023. Continued development of the Asian market shapes a key focus of the programme.
“This will create significant value across the industry, helping position New Zealand’s avocado industry to capitalise on the growing demand domestically and in Asia, for premium, safe, and healthy produce,” Jen Scoular, chief executive of the Avocado Industry Council said. “Part of this will involve developing a New Zealand avocado story to highlight the health and versatility of our avocados.”
The Go Global programme outlines several key performance indicators, including tripling orchard productivity to 12 tonnes per ha. One of the industry’s biggest challenges, low and irregular crop bearing, will also be addressed.Scoular said collaborative research, involving a large cross section of industry stakeholders, will assist in developing and delivering best practice across the supply chain.
“A consistent supply of premium avocados and a unified marketing strategy which creates a point of difference for New Zealand avocados will drive this growth,” Scoular explained.
A total investment of NZ$8.56m (NZ$7.42m) has been secured for the programme, with MPI committing NZ$4.28m (US$3.71m) over five years, and the balance coming from industry stakeholders.“The programme includes co-investment from growers, packers, processors and exporters, it is a real cross-industry collaboration,” Ashby Whitehead, chair of Avocado Industry Council said.
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