Hawke's Bay to the world
Rockit chief executive Mark O'Donnell says consumer awareness for the brand continues to improve each year.
In the year to 30 June 2013, the horticulture industry generated more than $3.6 billion in export revenue, with the major products being wine ($1.2 billion) and kiwifruit ($934 million). The biggest gains were seen in onion exports, which increased by 47% over 2012 values to a total $90 million, and apple exports, which increased by 40% to $475 million.
Total produce from the horticultural industry was valued at $6.7 billion, including $770 million of domestic spend on New Zealand grown fruit and $1.09 billion on vegetables.
"The success of New Zealand's horticultural exports has been founded on a keen understanding of market needs and a passion for delivering high quality product that commands a healthy premium," says Plant & Food Research CEO Peter Landon-Lane.
"Pacific Rim countries are an increasing export focus for New Zealand, accounting for more than 71% of exports, compared to 59% in 2000. To continue increasing our exports to these countries we need to understand the requirements of these consumers and deliver products that exceed their expectations, as well as meet increasingly stringent requirements for food safety and sustainability."
Fresh Facts has been produced annually since 1999 by Plant & Food Research and Horticulture New Zealand, with additional sponsorship by Pipfruit New Zealand, the New Zealand Horticentre Trust, United Fresh and the Ministry for Primary Industries. All issues of Fresh Facts are available online at freshfacts.co.nz
Key facts
* Total horticulture merchandise exports in 2013 were over $3.6 billion. Horticulture is now 8% of New Zealand's total merchandise exports.
* At more than $1.2 billion, wine exports were 33% by value of New Zealand's horticultural exports in 2013.
* The largest increases in export value were seen in apples (+$134 million), onions (+$29 million) and wine (+$31 million).
* In the 10 years to 2012, land in horticulture increased by 9% to 123,480 hectares. The largest change was seen in wine grapes (+17,220 hectares).
* Natural honey exports increased by 13.5% on 2012 values to $144.9 million.
* Export of horticultural machinery and components was valued at $79 million, close to 70% increase since 2008.
