Stone-fruit export potential

Press, 19 June 1984, Page 11

Stone-fruit export potential

BRUCE ROSCOE

in Tokyo

Japan has the potential to become New Zealand’s best customer for stone-fruit, particularly cherries and nectarines, according to Mr Peter Taylor, president of the Fruitgrowers’ Federation. New Zealand’s first cherry exports to Japan are expected to begin in December, 1985, provided final Japanese approval is won for anti-coalin moth fumigation procedures for Dawson and Bing cherries, developed by the Department of Scientific and Industrial Research. The procedure was earlier approved in principle. The final hurdle is a Japanese public hearing,

which United States and Canadian growers already have cleared. Mr Taylor said New Zealand cherry plantings would triple from 500 tonnes to 1500 tonnes in the next five years. Japan offered good market prospects because the fruit, mostly from the Marlborough area, would begin to arrive at Christmas when there were few local cherries available. Japanese hothouse cherries had been marketed in the Christmas season but the quantities were minute. Mr Taylor said 500 grams of the cherries would sell for about $750, although such a high price was misleading. “A doubling of the quantity would halve the price,” he said. Japan would not see New

Zealand cherries as a threat because the exported volume would be tiny compared with Japan’s annual production of about 22,000 tonnes, and the seasonal difference would prevent a market clash.

Nectarines presented New Zealand’s best chance for a second stone-fruit entry into Japan, Mr Taylor said. The D.S.LR. was developing a nectarine fumigation procedure which, if approved, could allow exports to begin in 1987.

In the last two years nectarine plantings had risen rapidly and new markets were needed. Peaches were also a possibility but nectarines were easier to ship. Unlike kiwifruit, however, there were no substantial markets for nectarine by-

products from damaged or low-quality fruit, such as frozen fruit or wine. Mr Taylor said his twoweek fact-finding tour of Japan had convinced him New Zealand needed a horticultural export authority. “When New Zealand exporters are seen to be competing with each other the market very quickly gets to know that and uses it to its advantage. “I am not advocating a single desk-type selling operation like the Apple and Pear Board but something like the Kiwifruit Authority though with more exporters involved. “We need industry disciplines amopg producers and exporters to ensure we put in the type of quality fruit that the market is prepared

to take and wants,” Mr Taylor said. Some exporters, particularly Turners and Growers, are known to oppose vigorously the establishment of a regulatory body for horticultural trade.

Mr Taylor said New Zealand had to appreciate that protectionist views in Japan were “quite strong” in main growing areas. Good will created by the exchange of people and information between New Zealand and Japan, however, was breaking down old attitudes. The federation exports from about 23 per cent to 30 per cent of the New Zealand kiwifruit crop. Its total domestic trading turnover this year is expected to reach about $4O million, and export sales, about $3O million.