Tuesday, 13 September 2022 10:25

Market diversification critical!

Written by  Leo Argent
Rabobank analyst Pia Piggott says diversifying export markets will be critical for New Zealand’s avocado industry. Rabobank analyst Pia Piggott says diversifying export markets will be critical for New Zealand’s avocado industry.

A new report by agricultural banking specialist Rabobank says diversifying export markets will be critical for New Zealand's avocado industry.

In the report Australian & New Zealand Avocado Outlook 2022, the bank says the majority of New Zealand's avocado exports currently head to Australia. It adds that the development of other export markets will be essential to ensure sustainable growth opportunities for the country's producers as production climbs.

New Zealand's avocado production is forecast to grow by an average 6% annually for the next five years reaching 57,000 tonnes by 2026 - up from 44,0000 tonnes in 2021.

"We expect the majority of this production growth will come from the Northland and Bay of Plenty regions," says the report's author, Rabobank associate analyst Pia Piggott. "And while the general production trend will be in an upwards direction, we also anticipate this growth will be highly variable on an annual basis due to 'alternate bearing', which results in irregular crop loads from one season to the next."

The report says New Zealand is highly reliant on Australia as an export market for avocados with our trans-Tasman neighbours accounting for 79% of total New Zealand exports over the last five years.

"However, Australian supply has ramped up considerably of late - particularly in Western Australia - leading to a national oversupply, and it's essential that the New Zealand industry continues to grow its sales into other export markets that can pick up the slack when Australian import demand is lower."

Piggott says the New Zealand avocado industry has made significant progress growing sales to other markets in 2021, despite lower exports overall.

"New Zealand's total avocado exports by volume were back by 11% in 2021, in large part due to an oversupply of avocados in Australia and the resulting drop in sales into this market," she added.

"While exports to Australia fell, strong growth was recorded in other export markets with avocado sales to the rest of the world (excluding Australia) up by 154%."

This included improved export sales into Singapore, Hong Kong and South Korea. NZ exports made up 9%, 4% and 12% of total imports into those markets respectively. There was also strong export growth in China, Thailand, Taiwan and India.

Piggott says while recent sales growth into these markets was promising, further market diversification will be required by the New Zealand avocado industry over the years ahead.

"While New Zealand was less reliant on Australia in 2021, Australia still accounted for two-thirds of New Zealand avocado exports by volume," she explains.

"With Australian avocado production forecast to grow rapidly over the coming years, it's essential that the New Zealand industry continues to add new overseas markets and to expand the share of its avocado exports that are heading to other countries around the world."

More like this

Strong growth in farm salaries - report

A new report shows farm employers across the dairy, sheep and beef, and arable sectors have continued to invest strongly in one of their greatest assets – their staff.

TV series to combat food waste

Rural banker Rabobank is partnering with Food Rescue Kitchen on a new TV series which airs this weekend that aims to shine a light on the real and growing issues of food waste, food poverty and social isolation in New Zealand.

Featured

Rural Change to merge with RST

The Rural Change programme, providing free private mental health professional sessions to the rural industry, is set to continue its next chapter within Rural Support Trust from 1 July 2024.

Strong growth in farm salaries - report

A new report shows farm employers across the dairy, sheep and beef, and arable sectors have continued to invest strongly in one of their greatest assets – their staff.

National

Leaderbrand goes electric!

One of the largest horticulture commercial growing companies in NZ has just begun using a new electric harvester and self-propelled…

Hawke's Bay to the world

Rockit chief executive Mark O'Donnell says consumer awareness for the brand continues to improve each year.

Rockit all fired up

Snack sized apple business Rockit says it is fired up for a record 2024 season.

Machinery & Products

Success for Argo tractors

The judges at last year’s Agritechnica event picked the Italian-built Landini Rex 4-120GT Robo- Shift Dynamic as the Best of…

Pollution into fertiliser

While the new government is sure to “tinker” with the previous administration’s emissions policy, a recent visit to New Zealand…

Smart money backs smart machine

Marlborough-based start-up SmartMachine claims its new machine is one of the most significant operational step changes for viticulture since the…

Robo packer hits a billion

New Zealand inventor and manufacturer Robotics Plus Limited’s fruit packing robot has hit a major milestone of one billion pieces…

» Latest Print Issues Online

The Hound

Cut with care

OPINION: The new government has clearly signalled big cuts across the public service.

Bubble burst!

OPINION: Your canine crusader is not surprised by the recent news that New Zealand plant-based ‘fake meat’ business is in…

» eNewsletter

Subscribe to our weekly newsletter