Record Volume of New Zealand Avocados Ready for Japanese Market
TAURANGA, 26th September 2011: A bumper volume of New Zealand avocados are bound for the lucrative Japanese market this summer as demand soars among Asian consumers.
New Zealand growers are due to export 530,000 trays to Japan between now and January – a staggering five fold increase on the 99,436 trays supplied during the 2010-11 season.
Avocado industry representatives are on their way to Tokyo today tocelebrate the start ofthe New Zealand avocado season in Japan, and boostthe interest of Japanese consumers.
Eight New Zealand exporters will be active in the Japanese market this season, each having built up relationships with the country over the past few years in anticipation of the significant increase in the volume of New Zealand avocados.
AVANZA Ltd represents four companies who collectively supply 95 per cent of avocado exports from New Zealand to Japan. AVANZA marketing director Steve Trickett says the 2011-12 volume forecast for Japan was fantastic news for local growers who have produced a record-breaking crop this year. Growers welcome the development into this potentially lucrative market.
“Avocados have become a key export for New Zealand,” says Trickett. “The category is going through a big growth phase globally. Ten years ago Japanese consumers hardly knew what an avocado was. But now in 2011 they are the fifth largest importer of avocados in the world.”
Seeka are also active in the rapidly growing Japanese market, utilising the unique shareholding and partnership arrangements they have with Japanese company Fresh MD Systems.
“We see our participation and relationship development in the Japanese market as crucial for the success of the NZ avocado industry,” says Avocado Business Manager Jonathan Cutting.
Trickett says Japan is New Zealand’s second biggest export market after Australia. “Japanese consumers are very discerning when it comes to quality, taste and texture. Health, nutrition, and beauty benefits arealso important considerations in their diet so New Zealand avocados suit them very well.
“Our clean green reputation, ideal growing conditions, world-class orchard management and quality control systems means New Zealand-grown avocados are regarded as being high qualityfruit compared to those grown in Mexico and Chile.”
Despite the significant increase in volume this season, prices in Japan remain stable. New Zealand fruit can command a 15-20 per cent premium over avocados grown elsewhere.
AVANZA Ltd has been working with New Zealand Trade and Enterprise for the past three years to develop the Japanese market by educating importers, retailers and consumers. A similar push into the Chinese market is predicted in future.
Tomorrow, onTuesday 27th September,NZ Avocado Growers’ Association Inc. Chairman, John Schnackenberg, CEOJen Scoular and key industry players will host 80 Japanese media and trade representatives at the New Zealand Embassy in Tokyo to mark the launch of the New Zealand avocado season in Japan.
Guest of Honour, The New Zealand Ambassador, His Excellency Ian Kennedy will welcome the delegation at the event.
Scoular says the New Zealand embassy is a prestigious venue and will be a major draw cardfor media.“It will be a wonderful opportunity to significantly raise visibility and Japanese media interest in both consumer publications and on-line so we can grow awareness of avocados and New Zealand’s market share.”
Guests will be treated to special avocado lunch. A selection of avocado dishes will be prepared by the embassy chef to showcase the different ways to prepare and present avocados, Scoular says.
“The avocado industry is an export-focussed industry so building a solid reputation overseas is very important to our growers.”
ENDS
About NZ Avocado Growers' Association Inc. and Avocado Industry Council Ltd
Avocados are the third largest fresh fruit export from New Zealand with exports in 2010-11 valued at$67m.
The 2011-12 season will see the industry produce its biggest crop ever at 5.4 - 5.8 million trays (31,900 tonnes), a jump of nearly one million trays from the previous biggest season in 2007-08.
The NZ Avocado Growers' Association Inc. (NZAGA) and Avocado Industry Council Ltd (AIC) work with the New Zealand industry to set export standards, facilitate market access, promote New Zealand avocados and provide technical information to all New Zealand growers of which there are over 1600 based mainly in the Bay of Plenty and Northland.
For more information or images please contact:
Natalie Bridges
Village Public Relations | Marketing
p: +64 7 572 1608
m: +64 21 891 699
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w: villagenz.com
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