‘Counter season’ window for N.Z. crops in U.S.

Press, 24 April 1986, Page 25

‘Counter season’ window for N.Z. crops in U.S.

The remarkable growth in American demand for fresh produce throughout the year offers New Zealand developing opportunities to supply “counter season” crops. A survey just completed by the New Zealand Trade Commission in San Francisco focuses on a case in point: fresh asparagus. The marketing officer, Ms Christy Nordskog, has done a detailed study of the asparagus market in which she finds a “tariff window” through which air freight can deliver the product at a time when the United States market needs it. Several members of the Asparagus Council of New Zealand, to whom copies of the report have been sent, will come to San Francisco in May to explore ways to expand New Zealand shipments of the vegetable from the pre-

sent amount. In 1984, the last year for which figures are available, that was 64,000 kilos. Mexico sent 5.4 million kilos. Chile, a counter-season competitor with New Zealand, sent about 1 million kilos. Shippers in both countries seek to ship when American asparagus is out of season or in short supply. California is the main United States producer. The tarriff window is from September 15 to November 15, when the duty drops from 25 per cent to 5 per cent, Ms Nordskog reported. Retail produce outlets in the United States have greatly enlarged the variety of fruits and vegetables, as well as their year-round availability, in the last 10 years, and the expansion is accelerating. Ms Robin Davidson, New Zealand’s trade commissioner in San Francisco, noted that Safeway, the nation’s largest food retailer, carried 65 fresh produce items in an average supermarket a decade ago, and now deals in as many as 300. The phenomenon has been accompanied by a slump in some tinned products. One of the most notable has

been the near-collapse in recent years of the demand for canned peaches, once a major California product. Emphasis on health, gourmet dining, and exotic or off-season imports was cited by Ms Davidson as causing the trend. “But imports must get here in perfect order,” she said. She noted that Ms Nordskog’s study will provide factual data on which asparagus growers and shippers can reach marketing decisions. Ms Nordskog’s research, supplied to the Department of Trade and Industry, provides full information on United States grades and standards, recent prices, and the attitudes of importers. She concluded that “with a commitment from New Zealand growers and the U.S. market, sales can only expand.” She cautioned that the New Zealand industry must assure United States buyers that it is committed to a long-term endeavour, and that it will send only the highest quality. John Hutchison in San Francisco.