"N.Z. needs better identity as producer of horticultural products

Press, 27 November 1980, Page 25

"N.Z. nee ds better identity as producer of horticultural products

New Zealand needs a better identity overseas as an important producer of , horticultural products other i than apples,. pears, and kiwifruit, according to the New Zealand Export-Import -Corporation.

The general manager, Mr C. B. Stanworth, said today that a variety of research projects undertaken by the corporation’s horticultural marketing research unit > during the past two years had without exception come up with this conclusion. Since its inception in 1978, the unit had underta'keh seven major horticultural product research projects, ,he said, resulting. in printed •reports on packaging, the market for processed fruit in trade and consumer .. 'attitudes ; to New Zealand i. on the West Coast

■of the United States, Israel’s approach to marketing and research, transportation of perishable produce, and points to consider in exporting strawberries. Mr Stanworth said all the literature was available to industry -members at modest cost

A continuing theme throughout ‘ it was the need for concerted promotion if the -industry was to realise its export potential, which he was convinced was far in excess of the $l6O million a year achieved so far. “A co-ordinated approach has to be found and a levy on growers struck, to enable the rest of the horticultural industry to achieve the same awareness of its products overseas as the New Zealand Apple and' Pear. Marketing Board and the kiwifrurt industry have been able to achieve for theirs." Mr Stanworth said that the recently formed Horticultural Exporters Council, which has a wide cross section of the industry represented on it and also has Government support, might

be in a position to assist in developing a concerted approach to promotion. "Obviously we can’t tackle promotion everywhere so we should pick - out those markets which offer us good potential, the closer to home the better.

“For example, the people in our horticultural marketing research unit have been impressed with the potential in Singapore and Hong Kong for New Zealand fresh fruit, vegetables and flowers. “And our ■ U.S. survey showed there is potential for more sales of peaches, nectarines, grapefruit, strawberries and asparagus among other products if we are prepared to develov promotional activity which identifies us as worthwhile suppliers. “Even in Europe, the most competitive of horticultural produce markets, we’ve identified a potential market segment for whole or diced fresh fruit for use in dairy products such as yoghurt and ice cream, but the industry needs promotion there to succeed.”