The New Zealand Kiwifruit Industry Future Opportunities and Challenges
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The New Zealand Kiwifruit Industry Future Opportunities and Challenges
Northland 3%
Auckland 4%
2,435 growers
Bay of Plenty 82%
Waikato 4%
Gisborne 2%
~14,500 hectares
- Hawke’s Bay 2%
Nelson 3%
Industry stats
Hectare distribution
0 – 2 ha 791
3,055 registered 2 – 5 ha 1,508
orchards 5 - 10 ha 589
>10 ha 161
Average orchard size: Green – 3.5ha; Gold – 2.6 ha
56 packhouses and 67 coolstores used
Over 400 on-orchard labour contractors registered
~ 10,000 permanent staff; ~15,000 seasonal staff
Industry Statistics
The Zespri System
All Varieties, NZ & ZGS Supply
China
Japan
Spain & Portugal
Taiwan
Germany
Benelux
France
Italy & Med
Korea
United States
0 5000000 10000000 15000000 20000000 25000000 30000000
Zespri Green Zespri Green (Organic) Zespri Gold & Zespri SunGold
Zespri Sungold (organic) Zespri Sweet Green ZGS Supply
Sales Volume (TE) Top 10 Markets 2017
Global sales
$2,500
$2,000 2,046
1,723
$1,500 1,505 1,522
1,456
NZD (m)
1,359 1,401
1,300
1,205
1,063 1,082
$1,000
$500
152 168 184 217
81 82 142 120 98 106 145
$0
New Zealand grown kiwifruit Non New Zealand grown kiwifruit
Kiwifruit direct economic contribution
700
600
500
400
$ millions
300
200
100
0
Developing and
marketing the world’s
leading portfolio of
kiwifruit products for
12 months of the year.
Zespri’s strategy
Long-term demand for Zespri kiwifruit
Healthy eating Global demographics Position in the fruit
bowl
Demand for SunGold Leadership in Leadership in global
innovation kiwifruit industry
A confident view of demand…The importance of strengthening our demand
position
Kiwifruit is still an underdeveloped category within the fruit bowl but with a huge growth
potential. The risk of not accelerating growth:
• Give up shelf space to other kiwifruit suppliers
• Give up shelf space to other fruit
• Loss of share within the fruit bowl means it will be more costly to build mental and
physical availability
• Forfeiting the opportunity to bring further value back to our growers, our industry
• It is a dynamic race… standing still means falling behind.Our Opportunity 2025 Global Target NZD4.5bn revenue
Kiwifruit direct economic contribution
700
600
500
400
$ millions
300
200
100
0Macro risk Grower risk Market risk
• Global political • Biosecurity risk has not gone away • Loss of market access to a major
uncertainty • Poor taste market
• Increased compliance and • Competition – particularly in the
• Global economic
growing cost including minimum Gold space
uncertainty • Markets don’t develop to plan
wage going up
• Land/ Labour/ Water constraints • Other fruit competition – another
fresh fruit, or more convenient fruit
Risks to the plan
productsProjected growth Requiring
A bigger, Post-harvest
equivalent to significant new
more investment
another Te Puke plantings
capable
workforce
Managing the challenges and risks of growthSeasonal Shortage based on current
supply estimatesSeasonal Peak Compounded Over Time
Industry led strategies to address labour shortages • Implement an Attraction Strategy addressing • Worker Welfare • Flexible and reliable working arrangements • Accommodation & Transport • Career pathways • Investment in technology development
Working with Government Possible areas for collaboration • New approaches to utilising under-employed and unemployed • Continued access to RSE • Skills training
Thank you.
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