27September 2012
MEDIA RELEASE: Avocado on the ball in Japan push
The New Zealand avocado industry has its sights firmly seton further expanding overseas markets as the new 2012 season kicks off at an event today in Tokyo with ex-All Black Jerome Kaino’s support.
New Zealand growers are expecting to export 320,000 trays of avocados to the lucrative Japanese market this summer, coinciding with an ever-increasing demand for the fruit among Asian consumers.
Focus on the Japanese market has intensified following successes last year and greater emphasis on developing new markets for the fruit, most specifically in South East Asia.
The Japanese market presents exporters with excellent opportunities in both growth and volume, says Jen Scoular, Chief Executive of New Zealand Avocado Growers’ Association Inc. (NZAGA).
“The outlook for the Japanese market remains very positive as our efforts to raise the profile of our industry there last year have paid off. The opportunity for New Zealand to supply highly nutritious, responsibly grown avocados to meet the demands of the increasingly wealthy and health conscious South East Asian market is excellent.
“Much work has been done over recent years to educate and inform the Japanese importers, consumers and media of our avocados and their health and nutritional benefits.”
Avocado industry representatives are in Japantoday to launch the new season at the New Zealand Embassy in Tokyo. A 70-strong audience of Japanese media is expected, with the backing of special guest and ex-All Black Jerome Kaino. Ambassador Mark Sinclair will be joining Scoular and NZAGA Chairman John Schnackenberg, plus sixexporter representatives.
The event’s theme “The Best of New Zealand in Japan” will be bolstered by Kainowho now plays for Japan’s Toyota Verblitz team. The Japanese rugby season is just about to kick off. He will advocate for New Zealand avocados in front of the 70-strong media audience, having confessed to a liking for avocado and Marmite on toast.
The three New Zealand exporters AVANZA, NZAVO and Seeka have made their mark in Japan over recentyears. They are a consolidation ofthe eight that were active in Japan last season as the NZ industry presentsa more united approach to overseas marketing.
Representatives from Olivado, The Grove and Fressure Foods will also be in attendance to show the best of New Zealand’s avocado products. “This really will be a celebration of our avocado industry in Japan, which is a hugely valuable market for us,” says Scoular.
This year also signals a turning point for the avocado industry in New Zealand. For the first time, afive-year planhas been implemented, focusing on strengthening and growing value through an expanding export market. Recent moves have alsoset the avocado commodity levy for the next six years.
As avocados become an increasingly important export commodity for New Zealand, Scoular says aholistic approach is now critical to its future progress and consolidation. “Our focus is on bringing the industry together, uniting all fronts so that we can be stronger together. We have some exciting plans and strategies to this effect that will be rolled out over the coming years and this really marks the start of those plans,” explains Scoular.
Although the tray numbers to Japan are slightly down on last year’s bumper crop of 372,500 trays exported, the fruit is expected to fetch a premium. The fruit is also predicted to be superior in quality to the dominant Mexican supply at the time the New Zealand fruit hits the shelves. This year’s number is still well up on 99,436 trays supplied during the 2010-2011 season.
“The avocado industry is an export-focused industry,so building a solid reputation overseas is very important to our growers,” says Scoular.
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 2011-2012 valued at $63m.Last year marked a record crop for the New Zealand industry with 3.7 million trays exported.
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 more than1600 based mainly in the Bay of Plenty and Northland.
Media contact:
For more information or images please contact:
Natalie Bridges
Blink Strategic Communications
m: +64 21 2390 119
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Paul Dykes
Blink Strategic Communications
m: +64 21 0207 0912
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