New Zealand’s avocado industry will launch its new export market promotional material at Asia’s leading fresh fruit and vegetable trade show Asia Fruit Logistica (AFL) this week in Hong Kong.
Jen Scoular, chief executive of New Zealand Avocado, said the new marketing collateral positions New Zealand avocado as a premium product promoting quality, safety and health.
“The unique property of New Zealand-grown avocados that we will promote in Asia is time: New Zealand-grown avocados hang on the tree for much longer than in other producing countries - at least a year, during this time they are fed by the generous rainfall and sunshine all the while being nurtured by our dedicated growers,” said Scoular.
This is the first time New Zealand Avocado has represented the industry at AFL and is one of 460 exhibitors. New Zealand Avocado is exhibiting within the New Zealand Pavilion along with 12 other companies including Zespri, Plant & Food Research and avocado exporters JP Exports and Te Mata exports.
Scoular said New Zealand aims to become the avocado supplier of choice in Asian markets and a successful showcase at Asia Fruit Logistica will help raise awareness among buyers, suppliers and service providers across the fast-growing region.
Another New Zealand avocado exporter AVANZA will also be at the show with its commercial partner Mission Produce USA.
New Zealand’s avocado industry more than doubled its sales to NZ$136m this year, setting new records in both export and the New Zealand market. This stunning return eclipses the previous sales record of NZ$84.1m set in 2009/10 and is far in excess of the NZ$60.4m worth of avocados sold last year.
“We’ve considerably raised visibility of avocados by using avocado ambassador Nadia Lim to promote the delicious taste and amazing health attributes of New Zealand avocados,' Scoular said. 'Nadia is a nutritionist and Masterchef winner and enjoys showing people how to create delicious, nutritious meals using avocado as a key ingredient.'
New Zealand avocados are currently exported to Australia, US, Japan, Singapore, Korea, Malaysia, Hong Kong, Taiwan, Thailand and some activity has begun with India, but there is a lot of potential to increase sales further, particularly in Asia, she said.
“There’s growing demand for premium, safe, and healthy produce. We are positioning our industry to take advantage of that by emphasising how New Zealand avocados are grown in a pristine environment. We’re also collaborating with packers and exporters to improve our supply chain to ensure our avocados are delivered to Asian consumers in top condition.”
Earlier this year New Zealand Avocado announced a new five-year partnership with the Ministry for Primary Industries under its Primary Growth Partnership (PGP) to increase productivity and industry capability.
The new PGP programme called ‘New Zealand Avocados Go Global’ aims to equip the industry with the tools to triple productivity to 12 tonnes per hectare and quadruple industry returns to NZ$280m by 2023.
“Increasing our exports to Asia is a big part of that, and that’s why our new campaign launch at the Asia Fruit Logistica trade fair is so important,” Scoular said.
“Our PGP programme is designed to help us deliver a consistent supply of premium avocados from one year to the next. We now have to connect with trade and consumers in Asia and show them why our fruit is worth buying.”
New Zealand Avocado works with the New Zealand avocado industry to set export standards, facilitate market access, promote avocados from New Zealand and provide technical information to all New Zealand growers, based mainly in the Bay of Plenty and Northland.
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