"Diversification of our export markets is a prime focus for us as an industry," stated Brad Siebert, CEO of NZ Avocado. The industry is looking to leverage its pest-free advantage, offering access to over 80 countries, a contrast to some competitors facing restrictions.
For the 2025-26 season, there is a planned redirection of volumes to a more diverse marketplace, with exporters targeting North America and Asia. This market shift is expected to increase harvest volumes earlier in the season. Currently, 50 to 60% of New Zealand's avocado crop is exported, mainly to Australia, with the rest going to the domestic market, including supermarkets.
Key Asian markets such as South Korea, Japan, and Thailand are integral to growth. "A revised export strategy aims to better align supply with market demand, ensuring higher returns for growers and reducing pressure on the domestic market during peak export periods," Siebert noted.
Following challenging seasons, a dry summer is likely to have supported a good quality season. "Dry periods can restrict fruit size, so we will have to wait and see if fruit sizes are delayed for the 2025-26 season," Siebert said. Picking was mostly completed last month, with new season fruit expected in June, predicting a crop of around 6.2 million trays, a decrease from 7.2 million trays in the previous season. However, with an anticipated improved pack out, export volumes are expected to match last season's highs.
Challenges such as extreme weather events impact the industry. "Over the last couple of years, there's been a number of cyclones, which downgrade fruit, making it unavailable to meet our export standards. These disrupted seasons impact the domestic market, often our second-biggest value and volume market, with an oversupply and reduced returns to growers," Siebert explained.
Siebert emphasized the importance of soil and leaf testing, nutrient adjustments, phosphonate application for phytophthora protection, and pruning to maintain productivity. "Building carbohydrate reserves through winter is critical to support fruit set in spring," he added.
Avocado trees thrive in warm, frost-free environments, ideally between 12°C and 28°C. NZ Avocado represents 1500 growers, primarily in the Bay of Plenty and Northland regions. "Most of our 1,500-plus growers and orchards are small operations," Siebert said. The organization supports growers through research, advocacy, export systems, and domestic marketing initiatives.
Source: SunLive