Europe to import record crop of N.Z. apples and kiwifruit

Press, 13 April 1989, Page 18

Europe to import record crop of N.Z. apples and kiwifruit

By

TONY VERDON

in London The Apple and Pear Board will this year become one of Europe’s largest importers of fresh fruit, with a record crop of New Zealand apples, and kiwifruit. It is also importing Australian pears into Europe, and later this year is likely to announce further deals to handle products from other countries. Other countries were now approaching the board to handle their produce in Europe, the board’s general manager for Europe and the Middle East, Mr Brian Aitken, has said in London. A record 135,000 tonnes of New Zealand apples and pears would be imported into Europe this year, compared with 128,000 tonnes last year. In addition, the board would market New Zealand kiwifruit, a move that put the New Zealand fruit industry in the major international league, selling products for 10 months of the year. While marketing about £2OO million ($560 million) of kiwifruit, the

board would also be marketing about £lOO million ($2BO million) of New Zealand apples and pears in Europe. TO handle the increased quantities of fruit, the board has moved and expanded its offices in London, and opened a Continental branch in Belgium. Although New Zealand apple exports to Europe were cut back last year by limits imposed on all foreign producers by the European Commission, Mr Aitken said this seemed unlikely to affect New Zealand again this year. The board has set its level of sendings to markets throughout the world at a level it felt the market could stand, and there was no reason for the Commission to impose any limit on the European market. While some years discussions with the European Commission were "more intense than others,” he said, “this year discussions haven’t been all that intense with New Zealand.” The board would be selling 13 different varieties of apples in Europe, in 10 different sizes, this

year. The link-up to market kiwifruit in Europe had given the organisation extra clout to deal with big European importers. Mr Aitken said that for the first time New Zealand growers this year would individually label many of their apple varieties. The decision had been taken “because of the greater interest in fruit quality by the consumer,” he said. The increasing usage of fruit as part of a healthy diet had also brought the need for more education and information. “Quite simply we believe that all our New Zealand apple varieties are the best available at this time of the season, said Mr Aitken. “The decision to label a very high percentage of our growers’ fruit by both country and variety reflects the confidence that we have in our quality control and distribution system, apart from the fruit itself.” The main varieties chosen out of a wider range were Gala, Royal Gala, Braeburn, Red Deli-

cious, Granny Smith and Fuji.

Mr Aitken said these varieties were now available in sufficient quantities for the European market, and so the board was now promoting them. The two main European markets were Britain and West Germany. Mr Aitken said that by taking over the marketing of kiwifruit in Europe, the board would both improve efficiency by cutting down on overheads, and allocate the fruit in such a way that markets were not over-supplied, forcing prices down. The number of staff employed by the board in Europe had been increased K and it would now be running a 24-hour scheme to ensure it achieved the best results. Mr Aitken told fruit wholesalers in London that New Zealand apple and pear growers were reporting a “vintage season” this year. The industry’s 1400 specialist producers had enjoyed virtually perfect growing conditions. Cool weather, before blossom and then hours of unbroken sunshine over

three months, with light rains to swell the fruit, had occurred as harvesting approached.

Mr Aitken said the board was also seeing the results of its industry policy of advising producers that they had to be market-led.

This has resulted in the latest growing techniques on smaller, easy-to-pick trees, which also resulted in the best sizes of fruit. New Zealand continued to grow the widest range of commercial varieties.

Cox’s Orange Pippin, would be the first of the new season’s fruit to land in Britain, while they would be followed by Gala and Royal Gala this month.

Mr Aitken said increasing quantities of Braeburn would be available next month.

Later in the season, which runs from April until August, Sturmer Pippin, Golden Delicious, Red Delicious, Granny Smith and Red Dougherty, would become available in Europe.