d was $84.1 million set in 2009-10, and the latest figures easily trump the $60.4 million recorded last year.Jen Scoular, chief executive of NZ Avocado, said initiatives to make the industry more cohesive and competitive are responsible for the growth. “Our focus over the last 12 months has been to promote far more collaboration across the avocado industry – with growers, packers, New Zealand marketers, exporters and those supporting our industry. This has allowed us to start addressing and resolving issues that have previously held us back,” she said.
This season saw the successful amalgamation of the industry’s two largest exporters into one exporting group to Australia – its largest market – and the continued collaboration of three exporters under one brand into Asia.
In April this year, the Avocado Industry Council secured a Primary Growth Partnership (PGP) program with the Ministry for Primary Industries to increase productivity and capability and to increase sales to $280 million by 2023.
The five year program, New Zealand Avocados Go Global, will leverage the growing demand in New Zealand and in Asia for premium, safe and healthy produce.
“There’s a world-wide trend towards eating fresh, healthy food and the nutritional benefits of eating avocados are now widely recognised and understood by consumers. This presents us with a fantastic opportunity to capitalise on this season’s sales growth going forward,” Scoular said.
This season’s $135.9 million return comprises 4.9 million 5.5kg trays of avocados: $102.9 million worth were exported, while $33 million worth were sold in New Zealand. Last year a total of 2.6 million trays were produced, totalling $31.7 million worth of exports, and $28.7 million of local sales.
Scoular said this season’s results also reflect the increased promotional and market development activities to raise awareness of the benefits of eating avocados, and to drive consumption.
