The New Zealand Trade Development Board has revealed a long-term strategy for the country's organic sector.

A proposed target of $1 billion in total sales has been set, to be achieved by 2013.

Exporters are expected to benefit from a greater degree of professionalism and co-operation in the industry and the vision for the sector is that the sector becomes internationally recognised as a world leader in organic systems and products.

The 20-year strategy contracted by the Ministry of Agriculture and Forestry also identifies a need for strong leadership and vision at a national level. Plans involve the formation of an Establishment Board as the forerunner to an Organic Sector Board charged with advocating and negotiating on behalf of its member organisations.

Nominations are currently being sought for an Organics Establishment Board of seven members, with seed funding of $2 million a year for five years to be sought from the government while alternative funding sources are investigated.

Brendan Hoare, convenor of the organic federation of Aotearoa New Zealand, said that the strategy brings together the whole organic story, recognising that a healthy domestic base is a crucial element of growing a successful export industry.

'Of course exports hold the key to significant growth in the industry, but that has to be supported by having everything ship-shape at home,' he said.

'People want authenticity. An exporter bringing guests to New Zealand needs to show them organic growing at all levels, from home gardens through to commercial scale operations and then take them to dine in restaurants serving organic food.' Trade New Zealand's organic specialist Peter Healy believes that although the sales target is a laudable goal, there will be a number of challenges to address along the way.

'The constraints are not in demand for organic produce but in the availability of certified organic land, which can take years to come into production and the fact that the margin between prices for organic and non organic produce is closing.' A key recommendation in the strategy is that all players in the organics industry should be part of one organisation that will take responsibility for funding and communicating organic initiatives and the sector's vision. Healy added: 'The formation of an Organics Board will signal greater professionalism and make it easier to effectively promote organics.' Total organic production in New Zealand reached $140 million in 2001/2002 with half of that figure exported. Europe has replaced Japan as the biggest market for NZ organics.