New Zealand’s Horticulture Industry

- Where it’s HeadedPeter SilcockCEO, Horticulture New Zealand

Presentation

1.Horticulture New Zealand

2.Horticulture Industry today

3.The Future

4.Trends

5.Big Issues

6.What this means to you

1. Horticulture New Zealand

- Represents 5500 commercial fruit and vegetable growers

- Protects the right to grow responsibly- Stronger influence on key policy issues- Working on horticulture industry wide

issues for industry good

Horticulture New Zealand

- 22 Affiliated Product Groups with responsibility for looking after product specific issues

- 30 Affiliated regional and local growers associations

- Board of 8 elected growers- 20 staff

Horticulture New Zealand

- Advocate for growers and the industry- Publications – Magazines, Newsletter

and information resources- NZ GAP (good agricultural Practice

programme)- Represent growers on other bodies- Conferences

2. The Horticulture Industry Today

- $6.7 billion value in 2013 (including wine)

- Exports to 120 countries worth $3.65b- 8% of New Zealand’s merchandise

exports- Over 120,000 ha in production- 5,500 growers and 50,000 employees

EXPORTS BY REGION 2005 – 2013 ($NZ Millions)

What is Our Advantage?

- Good science and technology- Temperate climate & good light- Seen as safe, honest and reliable- Freedom from unwanted pests and diseases- Counter seasonal to Northern Hemisphere markets (Kiwifruit,

Apples, Onions and Squash)- Efficient producer of canned and frozen products supplied to

Australia and Asia (Frozen vegetables, juices and french fries)

3. The Future

Our Strategy ‘Growing a New Future’

Target - $10 Billion by 2020

Growing VALUE not volume

What does the Strategy say? - Dominate product categories within

target markets.- Create value, commercialise products

and control intellectual property.- Set the standard for sustainably

produced products- Build global competitiveness

How?

- Targeted export market development- Focus on premium customers- Understand what customers want- Invest in research, science and

technology- Build strong brands

How? (continued)

- Manage and share information- Build leadership and people capability- Be ‘beyond reproach’ on sustainability- Tell the New Zealand Story- Create scale

4. Trends - Consolidation

- Vertical integration

- Celebrity chef/food show trends

- Novelty

- Functional Foods – health, nutrition and performance

- Convenience

5. Big Issues- Biosecurity – Government Industry

Agreements

- People capability

- Resource use and environmental issues

- Trade deals

- Scale

6. What this means for you- Cool chain integrity

- Extended marketing season

- Increased capacity

- New variety impacts on capacity

- Biosecurity treatments