avoscene summer 2012

l Market focus on Japan l Trends in pesticide use l New culture programme l NZ supermarkets step up

Inside this Issue

THE NEW ZEALAND AVOCADO GROWERS’ JOURNAL SUMMER 2012

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ContentsRegular Columns

Chairman’s comment 4CEO comment 6Exporters’ comment 9Local market comment 10Organic growers’ comment 11Regional Roundups 16NZ Avocado Highlights Spring 2012 21

Features

Market Focus: Japan 22Avocentric: Kevin Thomas and Danielle O’Connor 26Spray issues: The thin green line 28Trends in pesticide use 30Saving money through sustainability 43 News

Industry news 33Avocado news from the world 34NZ Avocado staff profile 51

Promotions

Promotions update 37Supermarkets step up avocado awareness 40

Research & Technical

Research Update 45Fruit quality issues 45Reading your trees 46The new cultivar programme 47New pruning system developed by BOP grower 50




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Directors

Bay of Plenty

Ashby WhiteheadPh 07 573 6680m. 027 283 [email protected]

Far North

Ian BroadhurstPh 09 406 7308m. 021 395 [email protected]

Mid North

Mike EaglesPh 09 434 7271m. 027 727 1381 [email protected]

At Large

Roger BarberPh 09 435 0785m. 021 488 [email protected]

John CotterellPh 07 552 6880m. 0274 513 138 [email protected]

John Schnackenberg (Chairman)Ph 07 549 0717m. 021 731 [email protected]

Tony PonderPh 07 552 4223m. 0274 733 [email protected]

Rest of NZ

David FrenchPh 09 238 3359 m. 0274 375 [email protected]

Export Directors Andrew Darling, Alistair Young

Avoscene Advertising & Editorial

Avoscene is published by New Zealand Avocado

For editorial contact: Natasha MitchellSun Media LtdNo.1 The Strand, TaurangaPh: 07 578 0030 Fax: 07 571 1116email [email protected]

For advertising contact: Rose Hodges at Sun Media Ltdemail [email protected]

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4

One thing that becomes particularly obvious to me as an avocado grower is that as more years pass, I realise that no season is ever totally predictable.

In July, Jen and I visited Western Australia to see the “huge” crop growing there and to consider firsthand what the impact may be on New Zealand growers and fruit for this season and going forward.

I came back with three strong impressions: • The large scale of the WA orchards (a

number greater than 50ha), with common and strong management, provides an advantage hard for us to compete with. We saw one good looking orchard of 221 intensively planted hectares with 88,000 trees and a potential one million tray crop.

• Overproduction - very large fruit set crops – will be a real challenge to size the fruit and will surely be followed by underproduction.

• Notwithstanding WA supply potential, there remains great capacity for our fruit during our window if, with the Australian industry, we can drive consumption up to their target 5kg per person per annum - grow ‘the pie’ together.

2012-13 export seasonOur exporters had been telling us from

April/May that the WA production would impact our access into Australian retail and thus our ability to place a large amount of New Zealand fruit into that market; however, the ‘large’ crop has delivered its own difficulties for WA supply – primarily volumes at preferred size. This created early season opportunities for New Zealand fruit in Australia that were not otherwise anticipated.

Following last season there was strong direction from growers to exporters to get out and develop other markets. This led

Crystal ball gazingI Chairman’s Comment I

5

the exporters to develop plans to place significantly more of New Zealand fruit in non-Australian markets, including a planned return to the USA.

To support this, the industry for a second year executed a media launch for new season’s New Zealand fruit in Japan, which Jen and I attended in late September. A number of our exporter representatives from AVANZA and NZAVO were also in attendance. The event was hosted by the New Zealand ambassador, Michael Sinclair, at his residence in the New Zealand Embassy. Our excellent Tokyo based PR firm, Candlewick, arranged for 58 food and consumer media representatives to attend to learn about our fruit and our safe production systems and to taste a wonderful selection of avocado based treats for lunch. This was produced by the Embassy’s Kiwi chef. Read more about this event on page 37.

Jen and I were both allocated a translator and were able to circulate widely after our presentation and meet and talk with most of our guests. Many commented on the different and creamy flavour they considered our fruit to have compared with what they normally experience. Also commented on was the fact that they were unaware New Zealand grew and exported avocados to Japan. A clear message also came through that the Japanese have a strong affiliation with New Zealand generally and great confidence in our fruit production systems and associated food safety (well done Zespri!). I was left in no doubt that we would gain extensive and very positive media coverage from this function.

Of course, none of this translates into immediate market dominance. Indeed we are but a small part of the avocado scene, which is dominated by Mexico. The good news is that consumption is

growing strongly year-on-year in Japan and we are seen as a premium producer/supplier. Mexico has had a large crop to manage and has priced aggressively against us in Japan, which has affected our returns from this market. We are being noticed.

With a decreasing total crop size for this season, there appears to be a significant creep of export quality fruit to the local market. While it is understood that on recent local market pricing, basic economics for a grower may suggest a local market placement of fruit, this does absolutely nothing to assist exporters establishing the new markets we are demanding going forward. To put it another way, we cannot in one season exclaim ‘Exporters, you are not developing new markets fast enough!’ then in the very next season decide not to supply them as they go about the very necessary market development we seek.

Growers, if you have previously committed to exporting your fruit this season, please give serious consideration to honouring those commitments. If you haven’t yet made a decision, please talk with your exporter about the current market situation, you may be surprised. It is fluid but the Australian situation remains significantly better than initially thought and communicated.

Political roundupAs we went to press for the last

Avoscene, the results of the Commodity Levy Referendum were announced. I am delighted with the support shown by growers for our compulsory funding and the direction forward articulated in the Five Year Plan (that the continued Commodity Levy supports). I wish to thank you sincerely for the support shown for your industry and its body, the NZ Avocado Growers’ Association Inc.

Of course, the intended Primary Growth Partnership we are seeking with government, if successful, will put our five year plan ‘on steroids’.

Jen and I recently attended the Annual Report of the PGP Investment Advisory Panel, hosted by MPI minister David Carter and MPI director general Wayne McNee. The event was chaired by Bill Faulkner, with a presentation from current participants on their project’s progression.

The purpose of PGP was well summarised by the minister and the chairman. Funding has grown from $30m annually to $70m annually. The goal is raising primary exports to 40 per cent of GDP by 2025. This is a key foundation of this Government’s objective around driving up the economy. The intent is to seek a ‘step change’ approach to how sectors go about their business. It’s about ‘collaboration’ amongst parties through the supply chain, about doing something different ‘to make a difference’. With respect to risk, “If there wasn’t risk, we are not pushing the boundaries far enough”. The programmes are to be ‘market led’ with the intent of accelerating innovation rather than just ‘growing the business’. And a very key feature is to develop an understanding of value chain management and the need for a relationship with everyone in the value chain, recognising that everyone is entitled to their proper return.

My key takeout is that this project is absolutely on the button for New Zealand Avocado in terms of step changing our industry progress. This project, implemented properly and fully supported from the bottom up, will make a real difference for our growers enabling the executive to deliver on “maximise grower value over the long term.”

Crystal ball gazing

By John Schnackenberg NZAGA and AIC chairman [email protected]

6

I CEO Comment I

Building our profile

7

Promotional activityIt was again a privilege to attend the

media launch at the New Zealand Embassy in Tokyo in late September.

Congratulations go to the team behind the event, as to host an event that not only attracts but then educates and entertains 58 high profile media personnel is no mean feat. Securing ex-All Black Jerome Kaino was a real coup. Not only is he high profile, he exudes health and wellness. He spoke incredibly knowledgably and personally about avocados in his diet and in the diet of his family. He’s also lovely – and was incredible at the photo shoot. We were outside, looking almost directly into the sun but he stood without blinking or flinching for 30 minutes or more. When John and I joined the photo shoot, we blinked and frowned and my make-up ran into my eyes. He was definitely the professional amongst us!

Feedback from the attendees of the event was very positive, and we have seen some good media attention after the event. Our efforts are directed to building long term relationships with media in Japan to ensure visibility each season about avocados, and to meet our objective of significantly increasing the visibility and consumption of avocados from New Zealand.

Joining our ambassador Nadia Lim at our New Zealand media launch last month was also a fantastic affair. She is so perfect as an ambassador for New Zealand Avocado. A trained nutritionist, Masterchef, and a talented performer, she strives to use only food sourced from the earth, the sea and the sky. She loves avocados and has really pushed the visibility of our avocados with great new recipes for the media launch, in Bite magazine and in other publications.

Government Industry Agreement I’ve been in Wellington a bit more

than usual with government industry agreement workshops and preparing our business case for primary growth partnership (PGP) funding. We will have updated you on both at the roadshows. As we have said, the GIA discussions are

around a partnership with government on readiness and response in the event of a biosecurity incident. We will during the next few months be preparing a value proposition for our industry and start to get some details out to you as soon as they are available. Before we commit to anything we will be consulting with growers and getting your views.

PGP Business Case preparationThe PGP business case has started to feel

like my PhD thesis, at 132,000 words, with many descriptive diagrams. The more we look at the opportunities for our industry that could be better leveraged with the injection of government investment, the more exciting and fitting the proposal feels. The really important part of the PGP programme is that it is a cross-industry initiative; it’s about understanding how we can all work better together to optimise our collective future. It’s recognising the excellent opportunity to supply much greater volumes of avocados from New Zealand to the markets in Asia demanding premium quality, nutritious food grown in a safe environment. It’s about harnessing the world demand for healthier foods and promoting the health attributes of avocados that meet that demand. The programme requires all parties along the value chain to contribute to, participate in and share in the resulting growth and profitability.

Commodity LevyFollowing the successful Commodity

Levy referendum we have now applied for a new Commodity Levies Order for avocados, to replace the existing Order which expires next year. The process for approval may take until early next year and the new Order will come into force by July 2013. As part of our duties under the Commodity Levy legislation, we will be working with the auditors during the next few months to complete a Commodity Levy audit. Under the Commodity Levies Order (2007) an audit will be conducted by KPMG Tauranga, as appointed by the Minister for Primary Industries. The domestic

commodity levy is payable at first point of sale, which includes a grower selling direct to a hawker, a grower selling their own fruit at a roadside stall or selling direct to a farmers’ market. If a grower is paid by their packhouse via a pool, the responsibility for remitting the commodity levy on behalf of the grower moves to the packhouse or marketer, depending on the arrangement in place.

We will be communicating with a range of sellers of avocados. We will deliver Information notices to road side stalls and farmers market reminding sellers of their obligations under the legislation.

Information sharingAs a result of grower submission to the

annual review of the Export Marketing Strategy earlier this year, we asked exporters to share more timely information with growers about market performance. I am being copied into most of those newsletters and certainly feel the information flow is a lot stronger than it was last year. I hope you too are feeling well informed about the markets your fruit is destined for. I congratulate AVEC (the avocado exporter council) on their recent incorporation. A sign of industry stakeholders moving forward, recognising they need to work more closely together and be able to set rules of engagement. We are enjoying the information provided by AVEC that is sent through AvoConnect, and the participation of AVEC members in the roadshows and grower forum.

2013 Joint conferenceNew Zealand Avocado is hosting next

year’s joint New Zealand and Australian avocado growers’ conference in Tauranga. Please look out for info in the New Year.

In this, the last Avoscene before Christmas I will take the time to wish you all a very Merry Christmas, and festive New Year. We will close the office for two weeks during that period, but if you do need to contact us you all know my phone number and email contact and much as I’d like to suggest I turn it off sometimes, I don’t.

Building our profile By Jen Scoular New Zealand Avocado CEO [email protected]

9

What a season of extremes; from small fruit size and uncertain crop volumes to strong Australian wholesale markets and unseasonal demand.

Exporters have been struggling with the catch 22 of small fruit size, low volumes and the ambition and need of the industry to develop markets for the crops to come.

We have been fortunate that with good management, enough fruit has gone to emerging markets to get a picture of how well or otherwise our product has been received.

The results, to be fair, have been mixed.

Japan & South East AsiaThe Japanese market has been very

tough compared to previous seasons with Mexico giving us a bloody nose on price. Our quality against the Mexican fruit is always strong when compared to the Flor Loca crop (Mexican winter set) but as their main summer crop kicks in we find ourselves competing not only on price but on cosmetic appearance. We will need to address this quality challenge in future.

South East Asia has been the shining light with strong sales and relatively healthy pricing. These emerging SE Asian markets are going to continue taking New Zealand product well into the New Year and that’s a positive sign of growth for the future.

USAThe American program was suspended

due to poor fruit sizing in New Zealand and falling volume estimates. There would have been a low return from this market but this was not the principal reason exporters choose not to go. We simply couldn’t support shipping to

a large fruit market when we didn’t have sufficient quantities to make it worthwhile for our customers. The American companies that New Zealand works with have enormous patience as they don’t need to do business with us and as we suspend programs. They continue to assure us that they will be there when we need them.

It is very lucky for us and real testament to the relationships that have been built with our American partners that they are able to be so accommodating.

AustraliaAustralia has been a left field surprise

with the early season Australian crop before Western Australia beginning its harvest in earnest and coming up well short of demand. This fruit shortage in turn led to very strong pricing which has now eased as the WA crop makes its presence known on the markets.

The upside of this unpredicted scenario for New Zealand growers is that Australia has provided us with much bigger opportunities in 2012 than we had expected. Sometimes in produce a little luck can go a long way to supporting a marketing plan.

The global market outcomes for 2012 are still evolving as I write but if we combine all the market activities together, we definitely see prospects for the New Zealand grower which are much improved when compared to last season and in fact to what we had expected only a few months ago.

Season’s greetings to you all, my fingers are crossed the fruit set sticks for 2013.

I Exporters’ Comment I

Extreme season

By Alistair YoungAIC Export [email protected]

10

Last time I emphasised the value of the information that is published by New Zealand Avocado in the Weekly Pack Report and its value to growers when making decisions about harvesting and selling of local market fruit.

While I appreciate that growers are somewhat limited by the timing of their scheduled export pick, many growers in this short year are choosing to sell their smaller crops solely on the local market.

Since the last issue of Avoscene, the Pack Reports have shown that local market packing has run consistently around the 30k tray mark each week. This is generally recognised as the level where values can be maintained or even lifted. Without grossly fluctuating volumes the values being returned to growers over the last period have remained very strong, even to the point of rivalling returns from export.

There is no reason to suggest that these returns will change significantly between now and the end of the season. Especially so when the export crop forecast reduces as it recently did.

We now have some local marketers speculating on a period in mid-2013 when there could conceivably be little or no fruit available on the New Zealand domestic market.

With varying reports of fruit set in the last week we are still not certain of a big ‘on’ year to follow this season’s short crop. Undoubtedly growers and industry participants alike are hoping for some evidence of a good crop starting to show on the trees around our regions.

I recently attended the media launch for New Zealand Avocado in Auckland, where the new ambassador for the industry, Nadia Lim, demonstrated some exciting ways of preparing and serving ripe avocados. It was encouraging to see so many people attend an event such as this, and was evidence of the interest and awareness that is starting to build around avocados. The versatility and nutritional value of the avocado are becoming increasingly well known, and it was great to have someone of Nadia’s profile involved.

Already there has been a lot of promotion of avocados this season. It is well known that supermarkets sell almost 70 per cent of goods at discounted levels. Despite the cries of protest from some quarters, it is still critical that we continue to promote, even in these ‘off ’ years. After last season’s luxury of supply, it is important that we don’t lose the momentum developed in that year. We must still maintain the profile of the avocado in preparation for the next big season, which could potentially be our biggest ever. Let’s hope that fruit sets across all regions, and we have a crop next season that we can continue to develop this industry with.

I Local Market Comment I

Keep up the momentum

By Mike SwanDomestic Sales and Marketing,

Southern Produce [email protected]

New Zealand Organic Avocado Group Inc. recently had its AGM and it is a good chance to review where the group is at and where it is headed.

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Organic growers look to the future

Numbers of growers have dropped from a peak of about 70 orchards to around 30. This probably reflects the inability to make a decent living off the orchard and I would think it is a reflection of all small growers in the industry with efforts and time having to go into earning income outside of the orchard.

Nevertheless there are growers living the dream and making a living off their organic orchards. There are certainly some outstanding growers in the group. Often what they have in common is they have been at it for a long time and have put a lot of effort into the aeration and biology of their soil.

Generally speaking, when growing avocados

organically if you can keep your trees green and the roots healthy, the rest falls into place with pests falling away and nutrition needs being able to be met with organic methods.

Fortunately organics is a world-wide brand meaning quality, nutritious, ethically produced and chemical-free food and we certainly have no problem selling our crops. The price for organic avocados is strongly linked to non-organic avocados albeit usually at a small premium.

As a group we support each other and share ideas. We also offer an alternative view on how to grow that often becomes accepted best practice as the need for residual free and environment friendly practices are demanded by our customers.

I Organic Growers’ Comment IBy Mike Crum NZOAGI chairperson [email protected]

11

12

Accurate, honest, well-informed market information delivered regularly throughout the year is what avocado growers need, according to orchardists interviewed by Avoscene.

The growers say the quality, quantity and frequency of information from New Zealand Avocado, packers and exporters is better than last season but there’s always room for improvement.

For growers, market information is a tool that helps them plan and operate their business. Being well informed assists in making choices about when to harvest and where to send their fruit.

Dave and Heather Routley grow avocado on 3.5 canopy hectares at Whatitiri west of Whangarei.

They picked their fruit after Labour Weekend but would have been prepared to pick earlier to meet the Japanese market demand for smaller fruit, if required. The optimum picking window for the orchard is October to facilitate their annual pruning regime and the Routleys aim to pick all the fruit at once when it is ready, giving them good rates on transport and packing, because of the volumes produced.

Heather says information from the markets is important but decisions on when to pick are influenced by when their fruit is ready.

“We don’t like to pick too early.”Dave keeps in close contact with their exporter and

packhouse and representatives from both are frequent visitors to the couple’s home.

“I think it is important for growers to be engaged with their packer and exporter. We have good relationships with ours and feel like they are our friends. We have been with the same packhouse for many years and get a good service. This year on the second day of picking the packhouse manager came out in the afternoon with the figures of what had already been packed, which was great.”

Heather and Dave were treated to a guided tour of the packhouse, which has upgraded its facilities this year, to watch the last of their fruit being packed.

Most of the information the couple receives about the markets comes from personal contact with their packer and exporter, attending meetings and also from the New Zealand Avocado website and regular newsletter. The Orchardist and Avoscene magazines are another source but research information is often repeating what has already been available through

I Growers’ Comment I

Market information vital tool for growers

13

other sources, Heather says.Last year growers raised issues about not

having enough information about the market situation but Dave and Heather believe the information was available for those who looked for it.

“Historical data from AIC (New Zealand Avocado) annual reports showed what happens in a year of large production, so it was obvious we weren’t going to get much money for our fruit.”

Heather believes New Zealand Avocado, packers and exporters have been making a bigger effort to ensure growers have more information this season but says it is a two-way street and growers should actively seek out the information they need by contacting their marketers, attending meetings and keeping up-to-date with newsletters and website information.

When it comes to marketing, the fact that avocados have got the Heart Foundation tick could be promoted more through posters in doctors’ surgeries and at hospitals as well as by encouraging doctors and dieticians to recommend the fruit as part of a healthy, heart conscious diet, Heather believes.

Heidi and Heinz Goedeke have a 3.6ha orchard of mixed age trees at Maungatapere in Northland.

Last October, 32 of their eight-year-old trees were stag horn pruned and transplanted in a block of mixed age trees to replace some which were not prospering.

“The contractor who transplanted the trees did a good job and many are now in flower.”

The orchard is not their main source of income and as small producers, they rely on the advice and guidance of their consultant regarding when to harvest. By the end of October one pick had been completed with two more planned, one before and one after Christmas.

“Our consultant keeps us well informed and I prefer to have face-to-face information from someone I trust, although I do enjoy the emails from the

AGA (New Zealand Avocado) and the Avoscene magazine.”

When it comes to receiving information, especially from the AGA (New Zealand Avocado), Heidi believes she is getting more than in previous years.

“I receive a lot of emails, probably more than I need but there are obviously others in the industry who do need more information than I do, especially if avocados are their main income.

“The information on markets seems to be there if you need it.”

While Heidi and Heinz are generally happy with the quality and quantity of information they receive, they do acknowledge the work done by others more proactive than themselves to push for and improved information for growers.

Diane Bryant-Jones and Roger Jones have a four canopy hectare orchard in the Far North.

Planning for harvest begins in the winter and Diane says having information early on about returns and what markets require, including size profile, is ideal.

“This season we discovered some markets (Australia) we thought would not be open to us were, and others like Japan, were not going to take as much fruit as we had hoped.”

If the Asian markets had been available, picking could have been earlier to harvest the smaller fruit those markets prefer. However, Diane says it is not easy to change picking plans at short notice as Hydraladas must be booked and pickers arranged well in advance.

Email is the best form of communication because it is instant and can be checked at any time of the day or night.

Growers need to be engaged with their packers and exporters and it is up to those parties to make themselves available to answer growers’ questions.

“Our exporter keeps us well up-to-date with what is happening overseas and our packhouse sends weekly local market reports about whether the market is

lifting or falling.” Information about trends helps

influence picking decisions but Diane says it only reflects what is happening that day.

“By the time your fruit has reached the market it could be two to three weeks later, but having an indication of trends helps you be better prepared for the market.”

Both the quantity and quality of information produced by New Zealand Avocado, exporters and packers have improved this season compared to previous years, but there is always room for improvement. Diane has given feedback on the amount and type of information to her exporter this season but acknowledges every grower has different needs.

“What one grower may consider not enough, another may think is too much.”

The couple’s exporter holds regular meetings in the Far North and growers have the option of individual visits too. However, group meetings are valuable because they provide an opportunity for networking.

“Also someone may ask a question you didn’t want to ask, or raise points you hadn’t considered.”

Information about markets trends, including those for the local market, is the most important. “I don’t get a lot of information about what feedback we are getting from consumers, about what is happening in the supermarkets and what consumers like and don’t like about our fruit.

“If consumers are not getting a good experience or don’t like our fruit, we need to know that so we can address it.”

Diane often gives fruit away in order to encourage people to become regular avocado consumers.

“Often those people ask why they can’t get fruit like ours in the supermarket, so if what they buy is not good quality, we need to know why.”

Growers who feel they are not receiving the information they need should talk to


By Elaine [email protected]

14

The industry should strive to ensure there are no surprises by informing growers in a timely manner of the bad news as well as the good. It’s also important not to ‘over sell’ the prospects from the market.

“I’d far rather have reasonable expectations and have them fulfilled than high expectations which are not met.

“It is our fruit, our livelihood and we place a lot of trust in exporters, so we need to be kept informed.”

Newsletters, industry publications and emails are the formal means by which Maria receives information but equally valuable is talking to other growers and packhouse and export staff and attending field days and industry seminars.

After last season’s disappointing returns many growers were very disgruntled but Maria says when it comes to information sharing, exporters, packers and New Zealand Avocado have picked up their game this season.

However, growers shouldn’t wait for everything to come to them but should actively seek out more or specific information if they are not getting what they need.

“Generally speaking I’m happy with the information I’m receiving now,” says Maria.

Jimmy Ng has three Northland orchards totalling more than 17 canopy hectares under the care of a full-time manager.

Decisions on when to pick are

based more on fruit size and orchard performance than market information.

“I do consult the exporter but ideally we prefer to start picking early before flowering, but that is not always possible.”

Emails are the most convenient source of regular information for Jimmy, who is a lawyer in Auckland and doesn’t often have the opportunity to attend field days and seminars. However, those he has gone to have been informative and worthwhile.

Ideally growers should be more engaged with their exporters and packers but Jimmy say in reality, that’s not always easy.

“At the end of the day the only real influence growers have is in choosing an exporter and most exporters are fairly similar. They are pretty keen until you have signed up and once you have, you have to go along with their plan.”

He has worked with several different exporters and has not found a significant difference between their performances.

“I don’t blame the exporters. They are in the business to make money but the grower individually has very little power.”

Greater co-operation between all sectors of the industry is needed, believes a grower who is a partner in orchards growing 20 canopy hectares of avocado, who didn’t want to be named.

“At the start of the season, in consultation with our exporters, we formalise our picking plan. We strive to

have our first pick during the early season followed by an export pick in August and a final strip pick before the end of the year.

“However, this is not always possible and we have to adapt and change our plans as we go along.”

New Zealand Avocado has done much and should be applauded for its efforts.

“However, they can and must focus their resources to be relevant and add valve to growers; not just in five years’ time but right now.

“We believe there are three areas that require urgent attention. First, the AIC (New Zealand Avocado) as a representative of growers must level the playing field between growers and exporters. They have the information and ability to hold exporters accountable as well as working with them to improve returns to growers.

“Second, as the AIC (New Zealand Avocado) represents all growers, it has to include in its strategies, tools that will help growers who are struggling to survive. A five year plan, whilst essential, will be of little comfort to a grower who may not survive the next season.

“Third, there is a great need for coordination and co-operation between packhouses, exporters, growers, and amongst growers. This can only be achieved by putting in place deliberate strategies and policies that foster such co-operation. It does not just happen.”


Market information vital tool for growers Continued

16

Regional Roundups

Greetings from South Auckland.Harvesting is progressing well in our

area but most growers seem to be slightly behind estimate on what is already a down year. As with most other regions, fruit size is an issue, although a couple of orchards who applied Sunny© last year

appear to have achieved better than average size this year. This does not mean that Sunny© is a ‘magic bullet’ for all your problems.

We had a grower/exporter meeting here (Waiau Pa) in early November. The exporter provided us with a good insight into how the market was progressing and gave an indication of where OGR could fall this season if current conditions continue.

Growers who were at the meeting appreciated the open discussion and willingness of the exporter to give some OGR predictions at this early stage of the season.

This particular exporter is very focussed on flow plans and size picking. I am the main harvest contractor of avocados in South Auckland and see this first-hand by receiving weekly emails from the packer (directed by the exporter) telling us how many bins we can harvest each day/week and what minimum fruit weight we are aiming for on any given day.

This can mean that on a Sunday we may be picking to a 25 count for Australia, and the next day at the same orchard we

could pick down to 30/32s for an Asian market. (Different markets have different size preferences.)

Although this can seem like a bit of a pain for the pickers and the growers (and the packer and the exporter too!), I believe this is the sort of commitment the industry is going to have to make at all levels through the avocado production chain to survive and flourish in the coming years.

Of course if a grower has a special need to strip pick all or part of their orchard, they can still do this.

At the end of the day the grower is responsible for what goes into the bin.

KEY MESSAGE: When you are harvesting, communicate with your packer and exporter so that you know what they want and they know what you want.

Flowering is coming to a close now. We had a fairly heavy frost in mid-September which took out a lot of flowers. I will have to put more effort into my overhead sprinkler frost protection system next season to try and prevent a repeat of this.

At the moment I expect my fruit set to be only average at best, although I have seen some young Dusa trees which are more advanced and are looking like they will have a fantastic set. All we can do now is hope that the last week or two of pollination gives us some warmer weather, though it didn’t look much like it at the time of writing.

Enjoy your Christmas everyone.

I attended the Horticulture/Mobile Elevated Work Platforms (H/MEWP) meeting in Wellington on November 16 and at long last, after a lot of negotiating, an agreement has been reached on the final draft of Best Practice Guidelines for the safe use of elevated work platforms in

the horticultural industry.The guidelines will receive endorsement from the Ministry

of Business and Innovation and Employment (MBIE), formerly known as the Department of Labour (DOL). This will be printed and ready for distribution to the participants of the horticultural industry early next year and will also be available on the New Zealand Avocado website. There will be a cross-industry launch in Wellington which will then be followed up by an educational roll-out encouraging industry

take-up.The working group agreed there needs to be annual meetings

of the working group to review progress, any incidents and to follow up on any findings.

Thanks must go to Ru Collins, the chair of the working group, Horticulture NZ, Hawke’s Bay Fruitgrowers Association, Summer Fruit NZ, Hydralada, Strategicon Consultants, and to our life member Hugh Moore, for all their input.

Te Puke has experienced some frosts, equinox winds and some long dry periods during the pollination period and I am hoping this does not have a detrimental effect on fruit set. At the time of writing this article it is too premature to tell whether a good fruit set has occurred.

Wishing you all a happy Christmas and all the best for the New Year.

REST OF NZ By David French

BAY OF PLENTY By Ashby Whitehead

News and views from your regional NZAGA Grower Representatives

17

continued...

Regional Roundups

With wet conditions through early summer, the potential for fruit storage rots this season is likely to be high. This will be exacerbated by less use of protective copper sprays due to low fruit returns last season. However, with a reduced crop, hopefully

fruit will turn over quicker in the market, and the problems experienced last season in Australia will not be repeated.

Those growers who attended the New Zealand Avocado Grower Forum in August will have heard Kerry Everett’s talk on leaf testing for predicting fruit rot potential after harvest. Freshco, in conjunction with Plant & Food Research, have evaluated a technique over four seasons, where taking simple leaf tests before picking will express the risk of fruit collapsing with body rots in transit, or in the marketplace.

Surveys of orchards in each of the main production areas during the four year period showed significant trends between districts in fruit rot potential. Also within any district there was a wide variation in fruit rot development between orchards; largely a reflection of management practices, tree architecture and orchard environment.

The technique uses quantitative PCR to determine fungal spore levels on leaves. This is the same technology that was used to determine the presence (or absence) of Avocado Sun Blotch Viroid and is currently being used to detect Psa on kiwifruit.

The Leaf Prediction Kit that was evaluated over the four seasons is now being offered to the wider industry. This season a validation programme is underway, where leaf samples from eight orchards in each of the three production areas are being tested. Fruit samples from the tagged trees will then be evaluated for fruit rots and compared with the data collected from the leaves. This leaf testing offers growers a simple and inexpensive method of checking the fungal pressure on their own orchard, and the likelihood of fruit rots developing after harvest.

Meanwhile industry best practice continues to emphasise the importance of a continuous copper spray programme to protect the fruit. Newer options, such as sprays with Shirlene, Pristine or propiconazol may prove to be an effective alternative to copper based sprays, but these are not yet approved for use on avocados.

As I write this regional roundup we are finally starting to experience some decent weather. In general the spring has been cool with a prominence of south westerly and north westerly winds, which hasn’t been great for bee activity in areas exposed

to the wind.Generally flowering could be best described as moderate

to good with an overall nice balance of determinate and in determinate flush. As orchardists in the Far North it is now our goal to manage this flush to ensure flowering position for next year without over-extending it to the detriment of canopy management.

Most growers now have their bees out of the orchards and can now concentrate on pest control, particularly as mite numbers are on the rise, as are leafroller counts. This is as always a difficult time for an orchardist as we manage hives in the orchard, increasing pest numbers without the ability to spray due to the presence of bees, withholding periods as we

try to harvest fruit, and deal with the issues that the weather brings, which restrict activities.

Fruit set is now obvious with some younger trees holding thumbnail size fruit and many trees with match-head size fruitlets. Attention to spray programmes is now critical, especially with fruit set obvious and the potential for damage leafroller caterpillar which has the potential to cause huge issues in terms of export quality.

Export opportunities for next season mean it has the potential to be one of the better ones, especially in Australia. Attention to an effective spray programme to maximise export quality is critical but also consider the markets which have been developed this year. Of note is the withholding periods for Prodigy and Paramite, especially into Japan. Both are excellent options for growers but their use needs to be timed to ensure all-market compliance.

Good luck for all those currently picking – I hope the season goes well.

FAR NORTH By Ian Broadhurst

MID NORTH By Roger Barber


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I have spoken to a number of growers recently who are very concerned about the weather and the low temperatures we have been experiencing. There is widespread unease that pollination will fail if we do not have improved and warmer weather and soon.

I met a group of growers on October 31. They were happy that the ground was starting to dry out and they have been able to get into some serious picking and are encouraged by some of the reports of prices in Australia and the local market, but disappointed with projected returns from Japan after all the promotion that was done by exporters and New Zealand Avocado.

The PGP (Primary Growth Partnership) application is progressing well and the board is very hopeful of success in this application. Keep a watch out for further information updates during the next few months.

The GIA (Government Industry Agreements) consultation is continuing and nothing has been agreed to and will not be until growers have been consulted. The ARC (Avocado Research Consortium) is on hold at the moment. It appears

that Avocados Australia Ltd will not take part in this project as they see no value to their growers in it progressing, which I find rather perplexing as irregular bearing is a worldwide phenomenon.

A number of growers have contacted me recently in relation to hawkers asking them for fruit. It is not my job to sit in judgement of these people but I would ask that you be careful for yourself and for the industry and think through any decisions you are contemplating.

The discussion group established a number of years ago in Whanagrei has really picked up in numbers. If you are interested in taking part, please phone Sue Culham, who is now managing the group, on 09 437 7242 or 021 771 686.

Now that Psa-V has been confirmed in the north I would ask all growers to be careful with the movement of machinery and equipment to assist kiwifruit growers in trying to control the spread of this disease. After a very wet winter we have gone into an October with very little rain, so who knows what surprises the weather has in store for us. We seem to go from one extreme to another.

Best wishes for Christmas and New Year – I hope it is prosperous for all of us.

John Schnackenberg, Ashby and I met with the mover and two of the supporters of the remit passed at the NZAGA AGM seeking the establishment of a grower council. We have agreed a trial format for the first meeting in the BOP area which will then determine how this evolves.

I spent half a day with government officials recently; Mr Chad Tustin, Market Access Counsellor (South Asia, Middle East & Africa) and Mr Ivan Veljkovic, Senior Advisor, Plant Exports for Ministry for Primary Industries (MPI), and Mr Utpal Kumar Singh, Joint Secretary, and Dr DDK Sharma, Joint Director, of Plant Protection for the Department of Agriculture and Co-operation (DAC) in India. This visit from DAC was part of the process of avocados getting market access into India. We visited an avocado packing facility and viewed the whole process from the bin dump through to fruit being loaded out of the coolstore. We spent quite a lot of time in the onsite lab where pests were identified, explaining how that process is documented and actioned. They were also very interested in how the fruit is tracked from the orchard/block all the way through to the point of sale. We then visited two avocado orchards to show and explain the growing process and the picking of fruit first-hand. We had a long discussion about how AvoGreen, our integrated pest management system, operates and is managed.

Fruit size is still causing problems for growers, packers and exporters; this would have to be a season with the smallest fruit

profile in years. The cause may have something to do with all that rain and lack of sunlight during the winter and early spring.

Export pack-outs have been variable, with the best I have heard of at 96 per cent; the worst down to around 30 per cent. Ridging and wind rub are the major causes of rejects. It’s unusual for ridging to be so bad in the Bay of Plenty but we did have very strong winds and rain towards the end of November last year which may have been the cause.

Once the bees are out of our orchards it will be time to get control of any pests that have built up numbers during the flowering period. I know of a number of orchards that have had excellent control of six spotted mites with Paramite. In my own orchard, it’s the first flowering in years that I have not had a major problem with mites and it’s because I sprayed before the bees went in. Leafroller is the next pest that needs controlling as the numbers are building up in the flush now.

It is that time of year again when all avocado growers are trying to determine whether they have a good fruit set. At the time of writing this Regional Roundup it was still too early to tell. I have seen a lot of orchards during the flowering period in the BOP and Franklin areas; however, the real assessment will come closer to Christmas. All we can do is wait and see, and hope the weather plays its part. We have had some very good day temperatures but some of the night temperatures have been marginal in the Bay.

I wish all growers and their families a merry Christmas and a fruitful New Year.

Regional Roundups Continued

AT LARGE By John Cotterell

MID NORTH By Mike Eagles

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NZ Avocado Highlights Spring 2012Media event held in Japan with high profile guests

New Zealand Avocado launched the start of the season in Japan on September 27 with a media event held at the New Zealand Embassy in Tokyo. Ex All Black Jerome Kaino was on hand to extol the virtues of avocados to the 58 Japanese media present and also in attendance was Japan’s Ms. Rui Watanabe, who is 2007 Miss World Japan and 2008 Miss Universe Japan finalist.

Media were treated to an avocado buffet lunch and were sent away with avocado information and samples of fresh fruit, Fressure Foods Guacamole, and Grove and Olivado avocado oils.

Nadia Lim demonstrates New Zealand Avocado recipes at media launch

On November 1 New Zealand Avocado hosted a fabulous event in Auckland with more than 30 media, where newly appointed avocado ambassador Nadia Lim took guests through two of her newly created avocado recipes. Throughout her 30 minute demonstration she gave a very impressive commentary extolling the virtues of avocados. She chatted amongst the food writers for a further hour as those attending sampled the avocado, water melon and feta salad; and avocado and prawn salad, followed by avocado and mango gelato. All recipes are posted on the NZ Avocado consumer website.

Avocado industry hosts delegation from India’s Ministry of Agriculture

A delegation from the Department of Agriculture and Co-operation in India was in New Zealand for bi-lateral talks across

a number of industries, and MPI had suggested they visit pipfruit and avocados while they are here.

Ashby Whitehead and Jen Scoular hosted Mr Singh and Dr Sharma (and two NZ Ministry for Primary Industries officials). They learnt a lot about the ministry in India, and also chatted about how we might market avocados there.

Growers join techs in NZ Avocado labIt was great to see growers in the lab recently after our invitation

to join Glenys and Adam as they assessed fruit from the Sunny trial. The objective of this one season trial is to investigate the effect of Uniconazol (plant growth regulator) on avocados in New Zealand conditions.

Harvesting the fruit for this evaluation was challenging from a logistical point of view as the technical staff were harvesting, weighing and assessing fruit from approximately 232 individual trees. We really appreciated the help of our growers and their staff to get around these issues.

New cultivar trial set upAlvaro and Bart recently joined Ron and Chris Bailey to plant

the latest cultivar trial, at the Bailey’s orchard in Te Puke. In all 108 new cultivars, a combination of six different rootstocks and three fruiting cultivars were planted on a ¼ hectare area. Evaluation of the health and performance of the trees will be reported during the next ten years. This trial complements a trial in Mangawhai, one in Maungatapere and one in Houhora in the Far North.

Primary Growth Partnership Business Case submitted The New Zealand Avocado team has been focussing on getting

the primary growth partnership business case completed – a massive task – but the preparation to put this together has shown that the opportunities available to New Zealand are fantastic. PGP investment into our industry would better allow us to make a step change, to leverage the opportunities available and to develop a profitable industry.

Copies of the business case were sent to the Investment Panel and MPI on 23 November for their consideration before the business case is presented in Wellington on 17 December by Jen Scoular.

Glenys Parton – Manager Projects, New Zealand Avocado, with growers Richard Still, Quinton Lankshear and Kay Still assessing fruit in the NZ Avocado lab.

Jerome Kaino, ex All Black, Ms Rui Watanabe, 2008 Miss Universe Japan finalist and Jen Scoular.

Nadia Lim demonstrating her Avocado recipes at the the recent media launch.

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A preference for small fruit, growing awareness of the health benefits of avocados and low per capita consumption, means Japan is a market with significant potential, New Zealand avocado exporters believe.

Annual avocado consumption in Japan is currently 45,000 tonnes (8,181,818 trays) or 351 grams/person or one piece of size 16 fruit a year, so with a population in excess of 12 million, there’s potential to grow New Zealand sales by encouraging even just a few more people to buy our fruit.

If consumption grew to 500g/person, a total of 64,000 tonnes (11,636,363 trays) would be sold, says Mark Yortt of NZAVO.

“By increasing sales to one kilogram per person 128,000 tonnes could be sold (23,272,727 trays). A five per cent share of this consumption level would result in 1.164 million trays of sales.

“The focus for New Zealand must be differentiation, niche positioning, strong promotion to increase awareness of our avocados, and gaining market share off Mexico.”

Volumes of New Zealand fruit exported to Japan have fluctuated because of the biennial bearing nature of the trees. This season it is estimated 328,751 trays will go to Japan, a drop from 371,896 in 2011, the highest volume to date. In 2010 the figure was 99,974 trays, well down on the 235,551 of 2009 which in turn was substantially up on the 97,337 trays sent to that market in 2008.

AVANZA Japan market spokesman Steve Trickett says the reliability and consistency of supply from one season to the next is a key determinant of success in Japan.

“AVANZA asks growers to bear this in mind when making exporter selection decisions.”

Seeka Fresh manager Annmarie Lee says there is significant potential for the market to grow as consumers become better educated about the health benefits and options of how to use the fruit.

“The best opportunity is for the smaller sized New Zealand fruit which securers a lower return form other markets.”

Mark says Japan is a relatively immature market. “Consumption is increasing. Purchases are made at retail

(supermarkets), supplied direct by importer/distributors or smaller stores through the wholesale market. Consumers are very quality conscious and are prepared to pay a premium.

“The future for New Zealand avocados in this market is supplying quality and differentiating our avocados around food safety (Avogreen), sustainability, high dry matter/oil content and health and nutrition.”

Traditionally consumers have preferred small fruit (30 count and some 24 count) because of the lower price point. This has suited Mexico, which has around 92 per cent Japanese market share and actively promotes small fruit to this market. Chile has adopted the same strategy, says Mark.

“Consumers prefer ripened fruit, having moved away

Japan – small lift in consumption – big gains for avocado growersI Market Focus I

23

from green hard fruit. This indicates the market is becoming more mature and sophisticated.”

Steve says Japanese avocado consumers are many and varied.

“All have an acute awareness of and desire for safe, healthy and nutritious foods. Avocado fits perfectly to meet their needs. Over the past seven years AVANZA has undertaken a range of promotional initiatives and consumer messaging, covering as broad a population base as possible.

“This season we have targeted young and expectant mothers with a simple ‘food for babies’ message.

“Japan avocado consumers are also very discerning about taste and texture and so the higher oil content and creamy texture of New Zealand avocados has been an additional feature of AVANZA point of sale material.”

Annmarie says Japan’s consumers buy fruit and vegetables daily and look for high quality, fresh produce, a profile New Zealand avocados fit well.

“Demand for avocados is increasing as consumers are becoming aware of the health benefits.

Top end marketSeeka, through its distributor Fresh

Systems, is supplying the top end market with high quality fruit and securing a significant premium over Mexican fruit.

“The Mexicans have traditionally supplied small fruit to the market (larger Mexican fruit goes to the USA) and so the market is accustomed to small size fruit consumed on the day it is purchased.

“Seeka’s distributor Fresh Systems is investing heavily in consumer education to grow the market. The emphasis is on the health benefits of avocados,” Annmarie says.

Mark says while Mexico is the dominant player, Chile is trying to increase market share by predatory pricing. New Zealand occupies a small niche position and has managed to command a premium but this is being eroded by Mexico’s extremely aggressive and competitive pricing strategy.

“Mexico is shipping small fruit for 10 months of the year. They are being very aggressive and buying market share. To

counter this, NZAVO is shipping high dry matter fruit, differentiated by its brand and sold into high-end supermarkets. Our supply season is from late September to early January, so we are not in the market for eight months of the year. This lack of presence gives Mexico a distinct advantage and enables them to gain importer/customer loyalty.”

Aggressive pricingMexico’s September 2011 opening

prices were 2200 yen. By mid-season, (November/December) that had dropped to 1000 yen. The September 2012 opening price was1600 yen and by mid-November it had fallen to 850-900 yen, which Mark says clearly demonstrates the Mexican strategy “and New Zealand would have to exit the Japanese market at CIF values below 1100 yen”. (The 2011

exchange rate was 60 yen to NZD and in 2012, 65 yen to NZD.)

Steve says this season’s large crop from Mexico means they have been very aggressive on price and significantly up on volume.

“Pricing has been down at levels not seen for many years, as low as 800-1000 yen per tray CIF Japan port. In more recent seasons, even with increasing import volumes, pricing has more typically been stable in the 1250 to 1400 yen range from Mexico, with New Zealand happily commanding a 15 per cent-plus premium above those levels.

“This season we have had to fight to maintain retail commitments and with a shorter crop of our own and other better value options elsewhere, be more selective on which customer orders to pursue.

“We must maintain a presence in the market and have had to work at lower levels than we would like, but have still achieved a decent premium over Mexican values.”

AVANZA fruit is sold to importer distributors who then generally supply

targeted retail chains on a programme basis, with very little fruit consigned to the wholesale market sector.

“AVANZA currently has three importers in Japan who between them serve a range of mainstream retail accounts as well as some food service and online catalogue shopping vendors. The importers either have their own storage and ripening facilities or contract these services typically at port warehouses.

“Fruit is received, QC checked, ripened and repacked before being distributed to the retail customer. Retail prices typically range from 98 yen per piece for size 30 on promotion, up to 189 yen per piece for standard retail price, higher again for high-end department store type retail outlets where fruit might be used as a gift. This season, with the Mexican supply thrust, retail prices at mainstream retailers were

down as low as 68 yen per piece.”

Outlet networkSeeka’s distributor Fresh Systems

has a large network of distribution outlets throughout Japan and the largest avocado and banana ripening capacity in the country.

“The fruit is supplied daily to all the small retail outlets and to major restaurants,” says Annmarie.

“Seeka technical manager Jonathan Cutting has been working with Fresh Systems in ensuring their ripening programme is adjusted to suit the New Zealand fruit characteristics and ensure the fruit is presented in to consumers in the best possible manner.”

Seeka sees significant potential for the market to grow.

“Seeka has supplied 30 per cent of the New Zealand fruit sold into Japan this year, although its share of the New Zealand export crop is less than half of this.

“The company is commitment to working with Fresh Systems to grow the market and has a commitment from them to grow the volumes they take from Seeka significantly again next year.”

NZAVO has been set up to collaborate in the Japanese market and includes Freshmax, JP Exports and NZAML. It has three importers representing it in the Japanese market.

By Elaine [email protected] – small lift in consumption – big gains for avocado growers

Japanese Avocado market:12,781,277 people45,000 tonnes (8,181,818 trays) of avocado consumed per year351 grams of avocado per person per year328,751 (approx.) trays of NZ fruit exported this season

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“Due to supply shortfalls, consolidation around one importer has been necessary this year.

“NZAVO will look at its distribution for next year when some certainty of crop volume is known but is confident that its existing distributors have the capability of managing a significant increase in volume.

“NZAVO retains a Kiwi ex-pat as its in-market representative. This person has lived in Japan for 18 years and is an expert in the Japanese fruit business. Having a local presence is efficient for NZAVO and gives our importers a local point of contact,” says Mark.

AVANZA also believes that the Japanese market continues to show tremendous growth potential. While market conditions have been difficult this season, a positive outcome is the fact that the market has been ‘pushed’ to consume a projected record 9,000,000 x 6kg tray equivalent, says Steve.

“Ten years ago a shopper might have struggled to find an avocado at retail and knew very little about how to handle or consume it. Japan has emerged to become the world’s fourth largest importer and consumer of avocados.”

While Mexico has played a big part in market development, AVANZA and its growers, with support from New Zealand Trade & Enterprise funding, have invested hundreds of thousands of dollars in developing a consumer base.

“New Zealand is a favourable and often preferred place of origin for safely grown tasty primary produce and AVANZA ensures this point is leveraged at every opportunity when promoting our

avocados over Mexico or Chile. AVANZA remains confident that the Japan market will represent a significant part of our future exports as our crop volumes continue to grow,” says Steve.

“AVANZA engaged an in-market PR and promotions agency in Tokyo (Candlewick) three years ago to assist us with the implementation of our market development strategy and annual promotion plans. This has been a very successful and rewarding partnership for AVANZA and our growers, as our importer customers appreciate the in-market support of their initiatives in building more customers for avocados.

“As well as in-store demonstrations and tastings, Candlewick has focused on developing key food media relationships and exposure for New Zealand avocados in a wide range of publications which allow us to get targeted messages to a huge population. The Avocado Growers’ Association has also been utilising Candlewick for some specific projects in the past two years, such as the season launch at the New Zealand Embassy.”

AVANZA continues to invest in new initiatives such as the creation of the Avochan mascot and the AVANZA Japan website providing a comprehensive resource for consumers to tap into.

Seeka is supporting Fresh Systems by taking a long term approach to market development, increasing supply year on year and not looking to reduce supply for short term, high priced opportunities in another market, says Annmarie.

“Seeka is also supporting Fresh Systems marketing and education programme

and ensuring the quality of fruit supplied is superior to the Mexican fruit in the market.

“Seeka would like to thank its growers for the high quality fruit supplied this year. The company has adopted a policy of residue testing all orchards supplying fruit to Japan to ensure there are no residue issues in market.

“The Japanese have a stringent residue programme and have been experiencing some residue issues with fruit supplied from Mexico. In order to retain our premium pricing it is important we have no residue issues in market. Seeka is working with Fresh Systems to develop a market for mid-sized fruit for supply into the food service sector.”

NZAVO is taking a ‘New Zealand Inc’ approach to marketing.

“If we don’t adopt a united approach to this market we will never take market share off Mexico. The easiest growth we can make is taking some of Mexico’s 92 per cent,” says Mark.

NZAVO is working with New Zealand Avocado to support generic promotion and in market events and focusing on customer needs including through product differentiation (high dry matter fruit), branding and providing safe sustainably grown fruit.

“Promoting larger count sizes differentiates New Zealand from Mexico during the peak season period.”

In store promotion, sales aids/promotional material and hosting importer and customer visits to New Zealand are other ways in which NZAVO is working to build the market.

Japan – small lift in consumption – big gains for avocado growers Continued

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Careful planning and 12 months’ preparation went into the development of what will become one of New Zealand’s largest clonal rootstock avocado orchards.

When Kevin Thomas and Danielle O’Connor wanted to grow avocados on a large scale they chose to move from the Bay of Plenty to Houhora in the Far North where biennial bearing is not such an issue.

They also decided to start from scratch and do it right. According to Avocado Industry Council scientist Dr Alvaro Vidiella, their attention to detail in establishing the 17 hectare orchard and its subsequent management look set to make it one of the country’s top 100 avocado orchards very soon.

“They are using fertigation and from what I saw on my brief visit, their management is very careful and well thought out. They spend a lot of time in the orchard and seem to be doing everything they can to get the best results.

“It is virgin soil and the contour is hilly, so there are no wet areas, and Dusa trees are planted beside Zutano trees, so it will be very interesting to see how they perform in the future.”

Danielle and Kevin (who is also a beekeeper) began the work of converting a former dry stock farm to an avocado orchard in 2009. The couple had previously owned a 2.5ha avocado orchard in the Bay of Plenty and enjoyed the trees but starting from bare land was a whole new challenge.

The soil is mainly Houhora sand which drains freely, but with a hard pan underneath which had to be broken before the trees were planted. It is lacking in essential nutrients so the couple installed a fertigation system, using bore water.

They decided to plant Hass on alternating, Dusa and Duke 7 clonal rootstock and Zutano seedling rootstock. The planting distance is 7.5m x 3.75m.

“The plan is that as the trees grow we can cut out whichever trees are not performing the best. Currently it’s looking like that will be the seedlings,” says Danielle.

The clonal rootstock were chosen for their

Houhora avoscene dec 2012Captions:Houhora orchard avoscene dec 2012 -01The way it was – the avocado orchard Kevin Thomas and Danielle O’Connor have

developed in the Far North was once a dry stock farm.Houhora orchard avoscene dec 2012 -02Starting from scratch – getting the infrastructure in place.Houhora orchard avoscene dec 2012 -03-04The young trees were initially protected by cages.Houhora orchard avoscene dec 2012 -05By 2010, the orchard was beginning to ‘fill out’ and take shape.Houhora orchard avoscene dec 2012 -06-07-08Three metre high white artificial shelter has been installed to protect the trees and reflect

sunlight.09/10/11 – Growing avocados on a larger scale – Kevin Thomas and Danielle O’Connor.

I Avocentric I

Clonal orchard may be country’s biggest

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tolerance to phytophthora root rot and increased fruit yield.

“The clonal trees appear to be growing at an even rate. It was a bit of a risk planting Dusa as it’s a new rootstock for New Zealand, which is why we planted Duke 7 and seedlings as well. However, the way it is looking I think this will be a 100 per cent clonal orchard before too long.”

The trees were initially protected by cages but once the cages were removed, the windy and stormy nature of the coastal site became obvious. It was then that Kevin and Danielle installed the 3m high, long run artificial white shelter between every second and third row. “We had a choice of white or black shelter and decided that the white might help reflect light which could benefit the trees, so we went for white.”

In the first year the orchard produced 1600 trays of fruit. Last year that had increased to 8000 trays with the hope of more than doubling that figure in the current season. So far none of the orchard’s fruit has been exported but Kevin and Danielle know, as the trees mature, that will change.

This season they have used the plant growth regulator Sunny for the first time and are unsure how it will affect yield.

While the trees are still relatively small, picking is done from the ground but in future elevating work platforms will be needed. The plan is to keep the trees to about six metres in height but so far no pruning, other than skirting up or the removal of misshapen or damaged branches, has been required.

The couple spend between them around 60 hours week in the orchard, in a routine which works well with family life and beekeeping. The only time outside labour is needed is during harvest.

Because they spend so much time in the orchard, both are keenly aware of what is happening to the trees. Danielle monitors pests closely.

“The pest problem can be quite explosive in the north, so we need to be watchful.”

The nutrients delivered to the trees through fertigation are mixed on site. Following a good deal of research, the couple have come up with their own formula which includes trace elements.

“There is not a lot of information available but we have had good help from the HortiCentre and Fruitfed to figure out what we need.”

Weed mat has been laid beneath the trees and the grass is kept down with a mulching mower and weeds controlled by boom spraying.

Kevin and Danielle have no regrets in their decision to move north.

“We are enjoying living here, the lifestyle, the climate and the people.”


Accusations of spray drift have recently caused friction between some avocado growers and neighbouring residential property owners, particularly in the Bay of Plenty, where steady population growth makes close neighbours of commercial orchards and residential blocks.

The issue is unlikely to abate as the trend to subdivide rural land into urban and lifestyle blocks continues.

The urbanisation of productive rural land areas has been game-changing for avocado orchardists, who now find themselves operating in close proximity to residential properties and public amenities such as schools and sports facilities.

Bethlehem pharmacist and BOP District Health Board member Mark Arundel says spray drift can be a very emotive issue for people, but questions where the scientific evidence is to be able to form a considered conclusion around risks.

“You’d have to look at the medical research and evidence around any negative effects [from spray contact],” says Mark.

“Our average life-expectancy has increased 10 years over the last 30, so in general we’re not doing too badly. It’s also important to look at the quality of life, and from a medical perspective, limit the incidence of disease.

“There are rules in place [for orchard spraying], and it makes sense to minimise [spray] contact. It’s better to be cautious, but I’m not informed enough to comment on health risks in any specific way.

“Living in an orchard community I see that people are extremely cautious and are very responsible around spraying – we have to be able to do what is necessary to produce our food crops.”

New Zealand Avocado sees grower education, and the fostering of good communication between orchardists and neighbours, as essential to avoiding future problems.

There are 1600 commercial growers nationwide, with 70 per cent in the Bay of

Plenty and the majority of the remaining 30 per cent in Northland. Only about five per cent of growers grow organically.

“Better communication and education is the way forward as increasing numbers of orchardists find themselves spraying in areas not exclusively horticultural,” says New Zealand Avocado technical manager Dr Henry Pak.

“It’s a bit of a tight rope to walk here. Growers are legally entitled to use registered sprays provided methods fall within the rules and regulations of the council’s ‘Air Plan’ for the discharge of agrichemicals.

“Orchardists need to be very mindful of ‘sensitive areas’ by timing spray activities with conditions that will carry any spray drift away. You need a little bit of wind to assist with that.

“In reality, neighbours have no legal right to put restrictions on growers – communication really is the key to living harmoniously.”

New Zealand Avocado follows up all enquiries and complaints about orchard spraying, and solutions are generally found through mediation. There are usually only two or three difficult situations arising annually, but New Zealand Avocado anticipates an increase with more pressure on growers in the future, says Henry.

BOP Regional Council pollution prevention officer John Morris advises orchardists to do all they can around preventing spray drift problems; not just adhere to the minimum requirements.

Avocados are more difficult to spray because the height of the trees and the large amount of foliage, and aerial spraying is often the most effective.

The thin green line I Spray Issues I

29

“The rules for aerial spray are more stringent. Notification requirements need to be made further afield - 200 metres, rather than usual 50 metres for ground applications.

“Since helicopters are often used in the application of spray to avocado crops, the activity is far more noticeable to neighbours, and there is more chance of spray drift.

When sprays are being applied, people are advised to avoid all direct exposure: by shutting windows, and staying indoors, or leaving the property for a few hours. It’s also advisable to disconnect any water collection system, and bring washing in.

“At the end of the day, the regulations are the minimum guidelines. We want to be looking at ‘best practice’ possible,” says John.

A Spray Focus group made up of members of the BOP community, industry, and regional council staff was formed in 2009 to look at alternative ways of dealing with community concerns.

“The group has been very successful in reducing complaints in relation to spraying,” says John.

“It’s been focused on the kiwifruit industry, but we’ve discussed that an offer should be made to the avocado industry to be involved.”

The Spray Focus group aims to promote better communities through information sharing and communication, and encourages resolution through mediation.

Cuzzie Cones A community initiative has evolved from

the Spray Focus group with the combined efforts of the BOP Regional Council and

Tommy Wilson of the Te Puna Piritakau Hauora Iwi, producing the ‘Cuzzie Cones’ programme to educate and protect children from orchard sprays.

“Cuzzie Cones was introduced in September this year. It’s a community-managed and owned warning system that is simple and effective,” says John.

Orchardists issue the required spray warning at least 12 hours in advance, and many will contact schools, kohanga reo, marae and other community-based groups within their area.

Property owners then place Cuzzie Cones along the boundary of the orchard to warn children that the orchard has been sprayed and they should not enter or go near it. The cones stay in place until it is deemed safe to re-enter the orchard.

Tommy Wilson first presented a short lesson to Te Puna School, and then held a talk with community groups and families in the area to launch the programme.

“We’ve had really good feedback - and the kids know not to take short cuts through properties when the cones are out –The Cuzzie Cones programme was developed for the local kiwifruit orchardists, but I think it could be really useful for other regions and avocado orchardists to get involved.”

Less spraying “There has been a definite move towards

less spraying over the past decade, but no two years are the same due to seasonal variables. The positive news is that the volume of organophosphate sprays used has lessened further with the wider subscription to the AvoGreen system over

the past 12 months,” says Henry. AvoGreen is an auditable, avocado

production system which ensures pesticides are only used when absolutely needed. The decision to apply a spray is made only when pest levels exceed a predetermined threshold.

The system is an internationally recognised approach and has been place in the New Zealand avocado industry since 2000, following a five year trial period, with about 50 per cent of growers joining voluntarily during the last 10 years. Since the end of the 2011 export season membership has become mandatory for all avocado export growers.

“AvoGreen is an international standard to help with future market access. Rather than necessarily opening up new markets, it’s about it creating a point of difference for New Zealand fruit,” says Henry.

“AvoGreen encourages the shift away from organophosphates to the use of more selective chemistry.”

All avocado growers are required to be accredited with the Grow Safe standard, and must attend the Grow Safe course at least once every five years to be certified safe to use agrichemicals. This requirement also complies with the Avogreen system.

An important part of the Grow Safe plan is the notification of neighbours, and understanding the dynamics of spray drift and what can be done to minimise it.

“It’s in everybody’s interest to keep good relations with neighbours,” says Henry.

Any potential risk posed by spray drift has dissipated after two hours when the spray has settled and dried: fruit is then safe to be handled.

By Felicity RobertshaweJournalist

The thin green line

30

As crop volumes increase, it is critical that we have fruit available which we can freely supply to our developing markets without having to deal with the constraint of chemical residues and associated market restrictions.

The introduction of AvoGreen in 2011 was a step towards improving our market access through the reduction in chemical use and a lessening of the use of broad spectrum pesticides. Over the last ten years there has been a reduction in the use of problematic chemicals through the introduction of better chemistry and greater grower accountability towards spraying through the justified application which is mandatory in the AvoGreen programme. The following describes the changing trends in spray usage on New Zealand avocado orchards.

One of the key reasons for introducing AvoGreen to the industry was to improve market access by reducing residue levels on fruit through more appropriate choice of chemistry for pest control. The majority of pesticide residues on avocados are accounted for by two chemicals: chlorpyrifos and pirimiphos methyl. These are both based on old chemistry (organophosphates) with a broad spectrum of activity that does not discriminate between target pests and beneficial insects. They can also be very persistent, which is why they account for a high proportion of the residues detected.

The industry has embarked on a project to establish maximum residue limits (MRLs)

for some of the chemicals that are causing difficulties in accessing these new markets. This involves either establishing an import tolerance for a specific market/chemical or alternatively establishing CODEX MRLs for those countries that recognise CODEX. Either way, this is an expensive process and requires us to select those chemicals for which we can extract the maximum benefit for the industry.

The selection of suitable chemicals to include in the MRL study has also been complicated by the Environmental Protection Agency review of the use organophosphate and carbamate pesticides in New Zealand that is now nearing completion. This has been a lengthy process with the potential to see chemicals withdrawn from use. This uncertainty has hindered the choice of chemicals for inclusion in the MRL study. EPA is in fact proposing that two chemicals be withdrawn from use: pirimiphos methyl with an 18 month phase out period and diazinon with a 10 year phase out period. These decisions should be finalised by March 2013.

In order to maximise value to the industry it is essential that we include chemicals in the MRL study that will be commonly used on avocados during the next 10 to 15 years, especially given that the process for establishing an MRL may take up to five years to complete. We have therefore looked at the trends in use of individual chemicals based on the information captured in the electronic spray diaries.

The relative usage of each chemical is shown in the graphs on this page. Each graph shows the percentage of the total number of pesticide applications on avocados which that chemical accounts for.

The chemical name is the name of the active

ingredient. This information has been taken from the electronic spray diaries going back to 2002.

It is obvious that there have been some substantial changes in chemical use during this time. Some of the more problematic chemicals such as chlorpyrifos (e.g. Lorsban) and pirimiphos-methyl (Attack) have shown a large reduction in use. In the past chlorpyrifos was the most commonly used pesticide on avocados and accounted for one out of every four pesticides applied. Now the figure is closer to one in 20 applications.

There has been a corresponding increase in some of the new more selective pesticides such as abamectin (Avid) and thiachloprid (Calypso). While abamectin use may reflect the increased pressure from six-spotted mite that the industry has suffered during this period, growers have moved away from broad spectrum options and are focussed on a product that specifically targets six-spotted mite. The fact that it also has the advantage of some activity against leafroller will undoubtedly have helped the uptake of this chemistry.

The rapid uptake of the newer selective chemistry is encouraging and a very positive move when we calculate the overall chemical footprint of our industry. It shows that growers are taking a number of factors into account when deciding on chemical choice, and not just the cost. Although the newer chemistry is usually expensive, it is very effective, and works out to be cheaper if you take the end result into account i.e. a higher pack-out rate. It also means that we have to rethink those chemicals that will be of concern in five to 10 years time in terms of access to Asian markets.

Trends in pesticide use

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By Henry Pak NZ Avocado technical [email protected]

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Picking our brains is all part of the service

www.skeltons.co.nz

Trusted advice without the hard sell

When you need unbiased advice, talk to the Skeltons technical team.

Our philosophy is simple: to provide the best advice to the grower without the hard sell.

We have the knowledge and expertise to help maximise crop production and increase your bottom line.

And we’ll share it free of charge.

Call our experienced technical team;we’ll come to you:

Northland John Lees 027 612 1562 Helensville Maria Fathollahi 027 704 9263 Pukekohe Steven Dass 027 457 2742Bay of Plenty Mark Loeffen 027 705 6215Waikato Brett Turner 027 660 1165East Coast Joe Lenaghan 027 555 6080Hawke’s Bay Chris Herries 027 443 3910 Wairarapa Sam Black 027 227 2052 Wanganui Frazer Clarke 027 200 0025 Organic and Biological Unit Gareth Ingram 027 511 8097

Farmlands Trading Society Limited

33

Have your say on the Industry Export Marketing Strategy (EMS) for 2013

The industry EMS is up for review February 2013. Submissions from growers, packers and exporters are due Friday 1 February 2013 at 5pm.

For more information on this process, please talk to your NZAGA Rep or Jen or Edwina at New Zealand Avocado or view the information at http://growers.nzavocado.co.nz/index.php/pi_pageid/324

New Zealand Avocado staff contact during the Christmas period

The office will be closed from 24 December to 4 January. However, should you have urgent queries; the following staff will be on call:• Jen Scoular (CEO) –

mobile 021 741 014• Edwina Aitchison -

mobile 021 977 890 (contact for Spray Diary help)

Commodity Levy AuditAs part of our duties under the

Commodity Levy legislation, we will be working with the auditors during the next few months to complete a Commodity Levy audit.

Under the Commodity Levies Order (2007) an audit will be conducted by KPMG Tauranga, as appointed by the Minister for Primary Industries.

We will be communicating with a range of sellers of avocados and will deliver information notices to road side stalls and farmers’ market reminding sellers of their obligations under the legislation

Library Tray ReportsTo see the reports for fruit that

has completed green and ripe fruit assessments, go to the industry website www.nzavocado.co.nz, click on Packing-Exporting in the top menu and then click on Library Trays found in the drop down menu and then follow the links.

If you do not know your Username and Password, please phone AgFirst, 07 549 1044, for assistance.

The library tray reports are updated on the website fortnightly throughout the season.

Text RemindersWe able to text you reminders for

important events. If you change your mobile phone number or have not given us one previously, please email your current mobile phone number to Jo, [email protected] or phone 0800 286 2236.

Growers - are you connected?Don’t miss out on important updates

and industry information; make sure you register your email address with New Zealand Avocado to receive AvoConnect - the NZ Avocado industry e-newsletter. Phone 0800 286 2236 or email [email protected] to register.

Important note: To avoid AvoConnect being blocked or ending up in your junk email folder, make sure you add [email protected] to your email’s “Safe Sender List”.

Grower letters in AvosceneIf you want express a view or ask a

question (technical or other) that you would like other growers to read in Avoscene then please contact us.

The deadline for letters to be featured in the upcoming March issue of Avoscene is 1 February 2013.

All letters must be 300 words or less.New Zealand Avocado reserves the

right not to publish any material which may offend readers and may reject or edit any letter.

Forward your letter to Jen Scoular at [email protected] or fax to 07 571 6145 or you can post to Avocado Industry Council, PO BOX 13267, Tauranga 3141.

New industry websiteWe are making changes to the industry

website and aim to have the new site in place by the New Year.

Team Avocado wins top Australian retail Award

Team Avocado has won the 2011 Woolworths Ltd, Supplier of the Year Award for produce.

The program is conducted through the collation of scores on each supplier’s performance across various areas of Woolworths’ business such as Buying and Marketing, Finance, Replenishment, Stores, eBusiness and more The awards were announced at a ceremony in Sydney on the 18th of November.

Team Avocado’s Alistair Young said getting an export quality avocado from a tree in New Zealand to someone’s table in Australia was “a precise logistical process involving the efforts hundreds of people”.

“From paddock to plate, this award really acknowledges a mammoth team effort involving Team Avocado growers, pickers, packers, ripeners in Australia, the Woolworths Ltd Produce Teams in Australia, and our exporter Southern Produce Ltd said Mr Young.

Mr Young credited Woolworths Ltd Business manager Malcolm McLean for his “tireless pursuit of growth in the Avocado category and the perfect avocado for his customers.”

Team Avocado began supplying avocados to Woolworths Ltd in 1994, and now in 2011 we’re the produce supplier of the year.”

Team Avocado also is very proud to be working with three very dedicated ripening and logistics companies in Australia. Fresh Produce Group in Sydney, Murray Brothers in Queensland and Valley Fresh in Melbourne. “ These guys deliver 7 days a week, pre-ripened avocados to 6 Woolworths distribution centres in 4 states” They in conjunction with Southern Produce Ltd are a critical component of Team Avocados supplier success with Woolworths Ltd.

“Winning the award is an awesome achievement and I’m incredibly proud to be a part of it.”

Industry News

34

AU: Early finish to southern avocado harvest

Avocado growers along the Murray River have had the earliest finish to the season in two decades, following falls in yields in northern Australia.

Avocados Australia’s tri-state regional director, Nick Hobbs, says in a normal year, those in Victoria, the Riverland and southern NSW would see the harvest continuing until the end of the year.

But he says those in the southern states have made the most of the crop shortfall elsewhere in the country to finish early.

In a season with double last year’s prices, Mr Hobbs says, it would have been nice to have more fruit to sell.

“Someone else’s misfortune becomes your fortune, in that Queensland crops for the winter were well down,” he said.

“The La Nina season with extremely wet weather had sickened some trees and dropped their yield.

“Guys in central northern NSW had some poor harvest fruit set conditions and have got very light crops. So it’s a basic supply and demand.”

16 November 2012 www.abc.net.au/rural/news/

AU: Record avocado pricesSome of the best avocado farmgate

prices on record for winter and spring largely went begging for NSW growers, whose farms produced crops up to half their normal size on the back of poor seasonal conditions.

Only 150,000 5.5 kilogram trays came out of northern NSW this season, down 50 per cent, with yields badly affected by wet flowering last spring and continuing excessive rain during the summer growing season.

For the same reasons, production from the central NSW growing region between Grafton and Sydney was down 40pc, with about 450,000 trays sent to market.

The Murray-irrigated Mildura Tri-State region was in a cyclical poorer yield season and turned off about 300,000 trays compared to last season’s 600,000.

Despite slightly above-average yields in Queensland, the drop in supply was enough to push prices to $35 a tray for larger fruit and standard trays were still trading at the very solid $30 mark.

Prices to growers last year, when bumper crops were picked, bottomed at $14 a tray.

Avocados Australia’s northern NSW representative Tom Silver, Alstonville, said he could not remember seeing prices that high during winter in his 25 years of growing avocados.

“The wet seasons have taken a big toll on tree health across the northern NSW region with an increased incidence of root rot disease and orchards generally looking less healthy,” he said.

“The dry spell this spring, however, has meant there has been the best fruit set for three years and the hope is for a big crop next year.

“The major chains have been very supportive of Australian products and the beauty of short supply is that fruit moves quickly so quality is very good, which assists the long-term marketing of avocados.”

Western Australian avocados are now dominating the market, with 230,000 tray equivalents supplied to key city markets around the country last week.

WA is expected to harvest its largest-ever crop at more than three million trays this season, which continues until March.

Avocados Australia chairman Jim Kochi, Atherton, Queensland, said the bumper western crop could be attributed to excellent seasonal conditions and increased land moving into avocado production.

“WA fruit has been on the market since the end of September, but there is no oversupply and prices are expected to hold at that level through until next autumn,” he said.

“Consumer demand has increased to the point where the supply demand balance is now about 200,000 trays per week – up 50,000 from what it was five years ago.

“We know when supply drops to a

level where the retail price goes too high there is a negative effect on demand, but this season has shown if quality is good consumers consider $2.50 to $2.80 per piece of fruit to be good value.”

Queensland produced more than four million trays this season – slightly above average courtesy of strong yields in the north of the State.

Across the eastern States, flowering conditions and fruit set has been positive, and, while the dry run is testing water sources, growers say crops are on track to be heavier next year.

Tri-State industry representative Nick Hobbs, Renmark, South Australia, said there was now a swing towards increased avocado production in his region with the crop expected to grow in the next five to 10 years.

15 November 2012 www.theland.farmonline.com.au

Kenya: Avocado export “well managed and co-ordinated”

Many Kenyan avocado growers have only a few trees and deliver their produce to one of the few central pack houses in Nairobi. They produce a product very close to being classified as organic, but they do not have the knowledge to achieve this. Many are Global Gap certified and they keep thorough records of product spray programmes. The avocados grow in the most ideal conditions in the world, right on the equator and some high up in the mountains, so very little is required for crop protection, making it almost organically produced.

All Kenyan avocados are shipped in CA (Controlled Atmosphere) containers to Europe. It is a difficult operation as ships have to go wide avoiding the Somalian pirates. The fastest route is via the Middle East, through the Suez Channel directly to Algeciras and then Antwerp. Many “briefcase operators” have tried in the past to act as go between and producers lost money. Today it is different; it is well managed and co-ordinated. The

Avocado news from the world

35

onslaught of Peru, who now supplies large volumes of avocado to Europe, has necessitated the Kenyan packer to be more advanced and equipped to compete. Modern packing equipment has been introduced, upgraded packing material consisting of laminated cartons and close working conditions with shipping companies have made Kenya ready to compete with the world. The Kenyan season starts in January and goes on right up to the end of September. Unlike Peru, Kenya only focuses on Europe and therefore is guided fully by their European clients.

Anton Bothma from Eagle Fruit Alliance, “After more than 30 years in fruit exports to Europe, I find that trading with avocado is much more difficult than trading with other popular commodities like apples, grapes or citrus. Not many European importers want to deal with exotics like avocado. A few weeks ago we invited all our main clients in Europe to visit all our packers. For them it was an eye opening experience to actually see the development and experience that have gone into packing avocado in Kenya.”

He goes on to say that the most valuable thing about Kenyans, is their loyalty and keenness to learn from European traders on what the market wants. Experienced avocado dealers like Oscar Ramirez from Spain and Marcel van Rooijen from Holland gave valuable talks in Nairobi and their advice was welcomed by the packers. “We also had producer/exporters from South Africa and soon it became clear that Kenya has a valuable role to play in the European arena. One important lesson was that traders in Europe should be careful who they deal with. With so many “brief case” exporters, it can quickly lead to disappointments and give the true Kenyan packer a bad name.”

The most popular variety is Hass. Up to now Hass produced in Kenya was rather small in size and Anton says this had to change. It was achieved by attending to

production technologies. Kenya also has good volumes of Fuerte which has good fruit size. Fuerte is less popular on the European Continent and many trees are being drafted over to Hass as well as new plantings that are being done.

During the flowering season of the early crop, it rained a lot in the production areas. This resulted in less early fruit, but on the other hand, it will allow the trees to produce bigger fruit.

“The weather is good and the main crop shows signs of a vintage season that lies ahead. From now on we need the occasional rain from time to time so that the fruit can really grow big. We are busy installing a new packing machine imported from Israel and we are getting ready for the new season which is quite exciting. In fact the next job will be to appoint more trading partners to share this excitement with us.

“So we take our hat off for the Kenyan packer who is not buckled by pirates who wants to steal their ships, nor is he bombarded by doom and gloom hearing every day that Peru will soon push them out of the market. We took note, we got our house in order and we adjusted….we are ready.”

13 November 2012 www.freshplaza.com

Peru: Avocado exports in 2012 did not grow as projected

Earlier this year it was estimated that exports of avocados in the 2012 campaign would amount to 120,000 tons, which would generate USD 200 million, but due to early fall and spots on the fruit, only 90,000 tons were shipped (USD160 million), 10,000 tons more than in 2011 which was of 80,000 tons and also accounted for USD 160 million.

In this regard, the president of consultancy company Inform@cción, Fernando Cillóniz Benavides, said the “very high” percentage of fruit fall before maturity was due to a management problem, prompted by weather, which led to lower production per tree than that of last year.

“Although Peru increased its exports of avocados this year compared to 2011, reaching historical records, it was mainly due to the entry of many new orchards that are not yet commercially productive,” he explained.

He also mentioned that the fact that this year there were more avocado exports, but the same yields, was due to a decrease in quality due to black spots present in the fruit.

Also, Fernando Cillóniz said the presence of such spots was a serious problem, since the product in the tree looks perfect, even in the process of cooling and packing the fruit has good color, that is why he noted that the deficiency occurs between the packing plant and the port of destination

“It’s definitely a postharvest problem, but it can involve many other things, maybe it was incorrectly harvested and suddenly there was a lot of moisture because it could be a fungus, it may not have cooled well, even the same containers could be infected by fungi,” he said.


Peru: US markets saturated with Mexican avocado

After finally being allowed to provide the US with their produce, avocado producers in Peru experienced a bitter setback last month, as avocados from California and Mexico have flooded the markets. So far, 10 years of waiting and negotiating have resulted in an export in which price levels dropped by 25%.

While Peru anticipated sending 50% of the available export to US markets, only a third (768 containers) was actually shipped. The surplus was diverted to Europe, where prices weren’t exactly soaring either.

José Antonio Gómez of Camposol, the number 1 exporter of Peruvian avocado, said that in spite of the low returns, Peru was forced to sell. Otherwise the surplus would have been devastating. “We are now hoping for Chile to open


36

up as a market,” he says. “Japan and China are also options.” Still, Gómez has high hopes for the future, now that US markets have had a chance to taste the Peruvian avocado.


Peru pushes for new avocado markets

The Peruvian avocado industry’s first full season entry in the United States didn’t go quite as planned this year, but representative body ProHass will continue promotional campaigns in the country. As exporters look for new options to absorb volume, they at least have the U.S. phytosanitary stamp of approval to help seal deals elsewhere. ProHass general manager Arturo Medina tells www.freshfruitportal.com that Chile, Mexico, China and Japan are high priorities right now, along with raising domestic consumption.

Medina says the 2012 season was difficult and next year could be too, facing big volumes from key competitors during its supply window.

“When we arrived we were very enthusiastic to be in the American market, but then we saw the market had a lot of Mexican and Californian fruit,” he says.

“So we encountered them and, caramba, we already had a program where we wanted to send them 50% of the volume

we had projected, and what we had to do was draw back and look to our natural market of recent years, which is Europe.

“We need to be looking at opening up new markets – not just looking at Europe and we don’t want to neglect the United States and will continue sending fruit there – such as Chile, Mexico, Japan and China.

He says the issue with Chile is that authorities ask for quarantine treatment, either as cold treatment or through methyl bromide application, which in the end damages the fruit.

“In Peru in 2009-10 we did a study that showed that Peruvian avocados did not have fruit fly. That finished satisfactorily with collaboration from APHIS (Animal and Plant Health Inspection Service), so fruit fly shouldn’t be a barrier for us in exporting to the world.

“In China they don’t have the habit of eating avocados so we would need to promote. We know that Mexico is doing promotions there, and we want to distribute – if we could get the Chinese eating more avocados it would be wonderful.

“Japan is attractive too, a good market, and Chilean and Mexican avocados are entering there.”

On the issue of Mexico, Medina says many importers from the country have approached Peruvian avocado shippers to capitalize on periods when the North

American country has lower production.“We hope to open at least a few

markets in the next year, this is our expectation. We are sure we will achieve this as there aren’t many reasons why they’d say no.”

Medina firmly believes in the potential of existing markets as well such as the U.S. and Europe. Around US$1 million was spent on promotions in the latter this season, of which around half was destined for Germany.

“We think Germany has a lot of potential, and that’s why we’re betting so much on them.

The Peruvian market is also a priority for Medina, where cultural hurdles still need to be overcome.

“In Peru we have an avocado called Fuerte, which is highly consumed at around 95,000 metric tons (MT) a year. People keep eating Fuerte avocados and they don’t know Hass avocados.

“Hass avocados were planted mainly for export, but what’s now starting, last year we began promotions so people understand there is this other variety.

“But it’s difficult as we are used to eating a beautiful green and smooth avocado, so if you serve up an avocado with black or a darker color, people think it’s gone off – a lot of people have this perception and it’s a barrier we need to get over.”7 November 2012 www.freshfruitportal.com

Avocado news from the world Continued

37

Japan: “The Best of New Zealand in Japan”

The New Zealand avocado industry got the perfect season-opening kick-start at its media event in Japan on September 27.

New Zealand Avocado chair John Schnackenberg and CEO Jen Scoular spoke at the event which was opened by the NZ ambassador Michael Sinclair.

“This was a wonderful celebration of New Zealand avocados and New Zealand. Fifty-eight Japanese media attended, and they were all very excited to learn more about our fruit – many were already big fans. The food at the event displayed the versatility of avocados and the media loved it.

“Having ex-All Black Jerome Kaino’s support also lifted the occasion. It was superb to have his super stardom backing and support for the industry at this key launch.

“Japan’s Ms Rui Watanabe, who is 2007 Miss World Japan and 2008 Miss Universe Japan finalist also attended, proclaiming her love of avocados. The local media also commented that New Zealand avocados look the most attractive in their stores, which was great to hear.”

Kaino enjoyed the event, saying it was great to be involved in promoting New Zealand avocados in Tokyo.

“The atmosphere was awesome. It made me very proud of New Zealand.”

Kaino, who now plays for Japan’s Toyota Verblitz team, epitomised the event’s theme – “The Best of New Zealand in Japan” – telling media of his liking for avocado and Marmite on toast.

Three New Zealand exporters AVANZA, NZAVO and Seeka have made their mark in Japan in recent years. They are a consolidation of the eight that were active in Japan last season as the NZ industry presents a more united approach to overseas marketing.

Representatives from Olivado, The Grove and Fressure Foods were also in attendance to show the best of New Zealand’s avocado products.

KoreaKorea is an emerging market for

avocados from New Zealand, but little is currently known about the market and the Korean consumer. We recently engaged a Korean-based consumer research agency to collect information on the current market, consumer consumption patterns, potential avocado consumers, and an analysis of the distribution channels.

This information will be utilised to inform marketing activities going forward and forms the basis for deeper research into the potential avocado consumer –how would they use avocado and what attributes of the avocado are they most drawn to.

A high level look at the Korean consumer

and the market for avocado has been undertaken and shows the following:

Consumer awareness of avocado in the Korean market is low. It would appear many consumers do not have a firm understanding of avocado at all and many of those that are aware of avocado do not know much about the handling or preparation.

There is clearly an opportunity to increase sales of New Zealand Avocado in Korea through a programme of consumer awareness building and education around preparation options and handling.

Hypermarkets are interested in promoting avocados as it presents a ‘new’ fruit /vegetable option which can, in the case of New Zealand Avocado, also be promoted during a period where there are not as many alternative fruit options available in the market.

Given the seasonal variance between New Zealand and the US and the difficulties with importing

Mexican product, there is a clear window where New Zealand Avocado is without competition from other imported avocados.

The retail price for avocado is high, in examples seen even slightly higher than imported mango per piece. This has been identified as a factor that could restrict the level of growth possible. However unless it becomes feasible to bring in product on a container base consistently, bringing down the price to the consumer will prove difficult out of New Zealand.

While there has been no evidence of a drop in the US product CIF price during the last year, with the completion of the

FTA with the US and implementation of a zero tariff rate starting next season, we may see a reduction in prices at both the wholesale and retail levels.

Promotions update

By Midge MunroNZ Avocado Communications [email protected]

New Zealand

Nadia Lim: ambassador activityWe were thrilled to announce in

October that celebrity Masterchef Nadia Lim is the New Zealand Avocado Ambassador for the 2012-13 avocado season. She is a fabulous fit for avocados due to her love of natural, healthy foods, and her high profile in the media.

Nadia is working alongside New Zealand Avocado to educate Kiwis on the many health benefits of avocados and how they can be used as an everyday ingredient to create nutritious and delicious meals and snacks.

Since winning the New Zealand Masterchef title in2011, the qualified dietician regularly contributes to Bite (NZ Herald), Food Magazine, the Healthy Food Guide, and has established her own popular website (www.nadialim.com).She is also working on a follow up to her acclaimed Nadia’s Kitchen cookbook.

New Zealand Avocado CEO Jen Scoular says having Lim positively endorse avocados and use them in her own recipes will bring enormous exposure to the avocado industry this summer.

“Nadia is extremely talented and is very enthusiastic about being an ambassador for avocados. NZ Avocado is very excited to have someone of her calibre and profile on board.”

Nadia has developed four avocado recipes exclusively for New Zealand Avocado – two of which she prepared for 30 media at the official avocado season launch held at Main Course in Auckland November 1.

The celebrity Masterchef says avocado is one of the most simple, yet versatile ingredients you can use in the kitchen, and she hopes to encourage people to try new and delicious flavour combinations.

“Avocados can be used in all types of cooking – from smoothies, to salads, on toast, pizzas, omelettes and even cakes and desserts. They’re also a great substitute for butter, margarine and mayonnaise,” Lim explains.

“I personally love avocados and I’ve just recently returned from France where avocados ‘avocat’ are eaten regularly and feature daily on restaurant menus. More and more Kiwis are now discovering how healthy avocados are and my goal is to inspire people to try new recipes and incorporate this wonderful fruit into their everyday diet.”

“New Zealand Avocado is a not-for-profit organisation and I’m really looking forward to supporting the work they do. Avocados are so good for you, they should be a staple food item in every Kiwi kitchen this summer,” says Nadia.

Nadia has given New Zealand Avocado some great promotion during the last month; she submitted an Avocado Raspberry Smoothie recipe which featured in November 12 Bite magazine (NZ Herald)), and an Avocado, Corn and Roast Red Pepper Potato Salad recipe for a NZ Herald issue November 26, plus she has written an article on good fats mentioning avocados. She will also be putting a salmon/avocado recipe in December’s issue of the Healthy Food Guide magazine and demonstrated at Taste of Auckland (November 12) using her avocado and mango ice cream recipe which she also demonstrated on TV1’s Good Morning show on November 15.

Nadia was also the star of the New Zealand Avocado media launch held in Auckland November 1. The event featured an opening speech from Jen Scoular and cooking demonstrations by Nadia, who gave an informative and entertaining commentary throughout.

Thirty media attended the event along with three local marketers, one packer and representatives from the Heart Foundation. Each took away a media kit with a CD of images, press release about Nadia’s involvement with New Zealand Avocado, fact sheets on avocados and industry, biographies of Jen, Nadia and Angela Berrill – our nutritional advisor, two fresh avocados, a Fressure Foods guacamole pack and a small twin pack of Grove avocado oil.

Thank you to Sarah McRae and Kim Fraser from Freshmax and Linda Flegg from NZ Kiwifruit for making sure we had beautiful ripe avocados available for the recipes and media goodie bags.

Feedback from media attendees shortly following the event:

Hi Jen – nice to meet you at last week’s presentation and I have to tell you that I was so inspired that I’ve eaten avocado every day since!! Need to buy some more today.

I made the watermelon salad with feta, avo and chicken the night of the event and it was amazingly good. So thanks for the inspiration and for such a lovely event. Nadia is such a great ambassador.

Kind regards,Advertising manager, Foodmag

It was lovely to meet you at the avocado event on Thursday! What a pleasant occasion and I think Nadia is a delightful ambassador.

Home Diary publisher

Thanks so much for the lovely event today. I think Nadia is a perfect fit, so well done for that pairing, she’ll be very good for the product.

Editor, Weekend Life - The New Zealand Herald

Promotions update Continued

38

39

New Zealand Avocado nutritionist announced We have engaged well-respected nutrition expert Angela Berrill as a

nutritional advisor for New Zealand Avocado.Angela is also a nutrition educator and accomplished speaker and

presenter. Angela is passionate about health and nutrition, and believes in finding ways for people to enjoy food while also nurturing their bodies.

Angela has created key nutrition messages which are being used on the nutrition homepage of the NZ Avocado website http://www.nzavocado.co.nz/online/nutrition.csn and will be used in an upcoming press release.

Heart Foundation and 5 + A Day relationshipOur partnership with the Heart Foundation and 5+ A Day is

developing each season. This is a very positive partnership and hugely beneficial to us for the extra promotion avocados obtain through the HF and 5+A Day activities.

We recently supplied avocados for the 5+A Day launch of fruit and vege month. They made up fruit and vege packs and dropped to radio stations in Auckland. We have also supported the creation of the Heart Foundation Tick recipe guide summer with one of Nadia’s avocado recipes. Ten thousand copies of this guide will be printed and distributed through members of the Heart Foundation.

Auckland University nutrition studyWe have resumed supporting a diet study at the University of Auckland

under Professor Lynn Fergusson whose team is looking at the effects of a Mediterranean style diet (which avocados are a part of ) on sufferers of Chrone’s disease. Earlier this year we were involved in supplying avocados to the participants for the pilot programme. This was very successful and results of this trial will be published early next year.

Social mediaThe NZ Avocado Facebook page is a strong communication tool. We

currently have 6117 likes and many interactions daily with our fans. If you have not seen the page yet, please go to www.facebook.com/nzavocado

Upcoming activity• Pre-christmas press release – “Indulge In Avocado To Avoid A

Christmas Bulge” nutrition comments from Angela Berrill• Katikati Avocado Festival, January 19, Uretara Domain, Katikati.

Asian Avocado Prawn and Orange Salad

Created by Nadia Lim for New Zealand Avocado, Photography by

Ingredients:

Dressing• 2-3 tablespoons mayonnaise (Nadia uses Japanese

‘Kewpie’ mayonnaise)

• 2 teaspoons sweet chilli sauce

• 1 teaspoon white balsamic or Japanese rice vinegar

• Juice of 2 limes or 1 lemon

• ½ stalk of lemongrass, very finely chopped

• 2 kaffir lime leaves, finely shredded

• 1 teaspoon sesame oil

• 1 red chilli, finely chopped

• 1 shallot, minced or 1 ½ tablespoons minced red onion

Prawns and salad

• 2 dozen raw prawns, shelled and thawed

• Flesh of 2 firm ripe avocados, sliced

• Flesh of 2 oranges, sliced

• 1 handful coriander, chopped

• 2 handfuls watercress or chopped cos lettuce,

to serve• 1 teaspoon toasted sesame seeds, to garnish (optional)

Method:To make the dressing combine all the ingredients and

leave in the fridge to chill while you prepare the rest of

the ingredients.

Bring a pot of salted water to the boil. Add prawns and

cook for two minutes, then drain and leave to cool.

Toss avocado, orange, prawns and coriander together

with a little salt and freshly ground black pepper to taste.

Arrange watercress or lettuce on plates or in bowls, then

top with prawns and avocado mixture, and drizzle over

chilled dressing just before serving. Garnish with sesame

seeds (if using).

40

As the season shifts into gear, New Zealand supermarkets are taking the opportunity to trial initiatives that will improve the customer experience and encourage more shoppers to increase their consumption of avocados.

Along with online, print and in-store promotions to kick-start the beginning of the season, supermarkets are investing in the development of tools to help provide customers with information on avocado selection, reducing risk and uncertainty around how avocados will ripen and when they will be ready to eat.

Supermarket promotions of avocados have been strong throughout late October and early November, with Countdown supermarkets in particular driving promotion of avocados through print advertising, in-store demonstrations and via their website. Avocado-related content on the Countdown website includes “Fresh facts” and “Smart tips” on selection and nutrition, dozens of recipes containing avocado as a key ingredient and a video on how to prepare and store avocados which includes an interview with a Pukekohe grower.

At the 2012 New Zealand Avocado Grower Forum, Michael Whorskey, (Countdown supermarkets’ fresh produce business manager), spoke about avocados being a “high risk product for customers”, with many having had a bad avocado experience in the past. Consumer research shows many of these issues experienced by consumers in New Zealand are due to their lack of knowledge on how to choose an avocado that is at a correct level of ripeness to suit their needs.

The most effective and convenient way for consumers to receive information on how to choose an avocado is at the time and place when they are making their avocado selection decision, on avocado displays in stores. Having recognised this, Countdown have recently begun to provide their customers with a colour chart showing three stages of ripeness above their avocado displays. In conjunction with this they are presenting ready to eat avocados and green avocados in separate bins.

Supermarkets step up avocado awareness

I Local Market promo I

Countdown Website – Fresh fact on avocados

Countdown Website – Fresh Stories homepage

Countdown Avocado “Fresh Stories” Video

41

The ripeness guide has been implemented across Countdown stores nationwide and is supported by print advertising in high profile media including the New Zealand Herald. This is a major step forward in the retail industries adoption of customer education for avocados. As the initiative and investment sits with the supermarket, they will be working hard to ensure its continued success.

Two other supermarkets chains have recently participated in a trial to help customers with avocado selection by separating avocados into three ripeness sections on supermarket shelves.

A trial ran throughout September and early October where avocados were split in a specially designed store display into three categories – “Eat today”, “Ready in 2-3 days” and “Ready in 5 days plus”, with supporting signage provided on display stands.

While New Zealand Avocado have been asked to keep the details of this pilot confidential, there are indications that preliminary results are positive and that this system may be rolled out throughout the Auckland region shortly.

The display stand material and produce team training required to support this initiative will positively impact the quality and choice of avocados available to New Zealand consumers.

The industry is moving towards predicted higher volumes from 2013-14 onwards and we will need the support of all of our supply chain partners to be able to absorb the predicted volumes at a reasonable value for growers. Whilst industry promotions can and have improved consumption in New Zealand in recent seasons, it is important that we leverage our relationships with retailers as their knowledge of customers, contact with customers, and significant promotions capability can be used to multiply the effects of industry promotion efforts.

New Zealand Avocado is working to strengthen its relationships with retailers in order to improve the value of local market avocados. The industry wants to ensure retailers see the benefits of having well presented, good quality avocados available in store and information available to help consumers make informed purchasing decisions.

We are speaking to key contacts within each of the major supermarket chains to tell them about the success of initiatives that are being trialled by other retailers and offering technical advice on quality control and supporting content for educational and promotion material on avocados. Each supermarket chain operates differently and we are discussing with them the best avenues to promote avocado education to their staff, acknowledging that our messages will be more effectively received if they are delivered through the retailers’ preferred channels, such as their own industry newsletters, training conferences and in store training programs.

We have recently begun trialling a supermarket quality and price monitoring process across key stores in Auckland. Once initial reports are reviewed and the process is refined we will look to expand this across stores in other regions to establish a baseline for New Zealand retail avocado quality and measure progress towards quality improvement on an ongoing basis.


By Bevan JellyNZ Avocado local market analyst [email protected]

42

Attend our complimentary grower fi eld daysEnjoy expert advice,

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Calling all Avocado Growers!

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growers) to the fi eld, so we can all make better decisions.

All Growers WelcomeDue to the wide interest and positive feedback, these fi eld days are now

open to all growers.

Facilitated by Trevelyan’sEach fi eld day runs for a couple of hours. They are facilitated by Trevelyan’s

with input from independent industry experts and plenty of opportunity for

growers to add to the discussion, including Q & A time.

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Trev_180x126mm_NOV12.indd 1 13/11/12 2:43 PM

43

A move toward sustainability has won avocado and kiwifruit packer Trevelyan’s the Bay of Plenty 2012 Sustainable Business Network Award, in the Emerging Large/Corporate category.

Trevelyan’s executive director Alister Hawkey says winning the award is a credit to all staff as everyone has had a part to play in achieving it.

“Some people think introducing sustainability principles will cost more money but in fact it is saving us money,” says Trevelyan’s avocado manager Daniel Birnie.

Saving money is vitally important to the 37-year-old family-owned business, given the serious impact the vine disease Psa-V is having on the kiwifruit industry and the struggles many avocado growers are also experiencing.

The savings have come through recycling and power savings, and Daniel says another bonus has been the buy-in by staff and the way in which many are incorporating sustainability into their home and personal life too.

“Many staff are now recycling at home and with the warmer weather, using the walking track built to help staff keep fit.”

Trevelyan’s has been packing avocados for 17 years, supplied with fruit by growers from Opotiki to Motiti Island.

“Most of the fruit comes from Te Puke

and many of our orchardists also grow kiwifruit.”

The two fruits represent a good mix for the post-harvest facility, which packs avocados virtually year round, with the busiest part of the season coming after the kiwifruit harvest.

“Last year we packed 400,000 trays of avocados.”

Reducing waste to landfill has been a big push for the company but when it comes to avocados, there’s very little waste.

“The bulk of our process grade fruit goes to FressureFoods or avocado oil,” says Daniel.

Staff had a crucial role in the reduction of waste to landfill by 85 per cent since 2009 through a comprehensive recycling programme.

In 2009 the site on No. 1 Rd Te Puke had 34 rubbish bins, emptied three times a week, sending 2000 cubic metres of waste to landfill each year. Today just one nine cubic metre skip bin takes around 10 days to fill during the packing season and the company is on track to meet its target of sending only 300 cubic metres of waste to landfill, saving around $35,000 annually.

Trevelyan’s has invested in a compactor for the 100 tonne of cardboard which needs recycling each season, pressing it into strapped bundles, which is sold.

It is also recycling the polypropylene strapping used on pallets and hopes, when portable technology is available, to be able to weld and re-use the strapping without having to send it away.

Electricity is Trevelyan’s third biggest

cost, so a consultant was engaged to monitor procurement. Using fixed and spot purchasing resulted in a saving of around three per cent.

Managing cool storage and defrost operations which draw significant electricity is now controlled to smooth out demand and optimise usage. Labels on light switches and equipment encourage staff to turn off when not in use.

Trevelyan’s has monitored its carbon emissions and the completion of the 2010 carbon inventory report showed a 12 month reduction in emissions of 45 per cent from 3945 tonnes to 2155 tones.

As well as caring for the environment, Trevelyan’s also stepped up its already excellent focus on staff, holding a wellness day with health professionals available for all staff. Healthy food options are available in the canteen and in response to suggestions, a walking track has been constructed around the 20ha site for staff use.

The company has a free bus providing transport to and from nearby Te Puke. Carpooling among staff is encouraged and a ‘green fleet’ audit has been carried out to ensure efficiency in vehicle and fuel use.

The step up to a more sustainable business hasn’t been hard for Trevelyan’s. It is a natural progression of what has long been part of the company’s ethos of caring for its growers, its staff and the environment and an extension of the LEAN manufacturing processes it implemented in 2008.

Saving money through sustainability

By Elaine Fisher

Trevelyan’s sustainability achievements:85% saving in waste to landfill

45% reduction in carbon foot print3% saving in electricity

Trevelyan’s executive director Alister Hawkey and Diana Ihringer at the start of the walking track used by staff.

Diego Lugones recycling polypropylene strapping used on pallets at Trevelyan’s.

Trevelyan ‘eco-warrior’ Diana Ihringer with some of the 100 tonne of cardboard which is compacted and sold each year.

44






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45

Pruning trialFruit from trees from one orchard in Whangarei and four orchards in the Bay of Plenty

which are part of the New Zealand Avocado Pruning Trial have been harvested. The weight of the total fruit yield from each of the 25 trees in each orchard has been recorded and a 100-piece fruit sample was individually weighed and assessed.

The spring pruning treatment of the trial trees has been completed. Individual tree assessment has been made and will continue on each orchard through the

flowering period. A summer assessment will be made in January ahead of the autumn 2013 prune.

Following report on the harvest of this season’s fruit and spring pruning treatments, a summary of results will be published in Avoscene in autumn 2013.

New cultivars - new cultivar trialNew Zealand Avocado has four cultivar trials running on replant plots. One of them was

planted in 2009 in Mangawhai, two others planted in autumn 2011 in the Far North and in Whangarei, and the fourth one was planted this November in the Bay of Plenty.

Fruit from Dusa, Bounty, Duke 7 and Zutano rootstock cultivars from the Mangawhai orchard has been monitored for dry matter, yield and fruit size. Preliminary analysis of data confirms results obtained with fruit numbers. A small fruit storage assessment trial is underway on fruit from the Maluma and Carmen trees and will be completed by the end of December.

The trees in the Whangarei and Far North trials are growing actively now and we expect to have the first results by next autumn.

Plant growth regulators The application of Uniconazole (Sunny®) is becoming more frequent in avocado

orchards around the world. A collaborative Uniconazole trial was established in spring 2011 between New Zealand Avocado, Plant & Food and Grow Chem. The trial includes two treatment concentrations of Uniconazole applied during flowering and a control treatment across a total of 232 trees.

Total yield per tree was recorded this spring and preliminary analysis of the data shows a variable response in each block. On average, up to a ten per cent increase in yield was recorded in some blocks; however, there was high variability between trees in the same block. We also weighed and measured the length and width of fruit samples. Fruit treated with Uniconazole was generally heavier, shorter and wider than the control fruit, but again with a very large variability in response. We are currently working on a fruit storage assessment trial. A detailed article will be published in the next Avoscene.

Dry matter regional monitoringRegional maturity monitoring for the season has been completed following testing and

analysis from the November round (Round 7). Maturity monitoring gives an indication of how the maturity in the regions is tracking. The analysis on the seed coat maturity has been gathered and seed coat maturity will be compared to the dry matter tracking analysis completed as to its value as another tool in assessing maturity.

New cultivars – gene blocksPhenology assessments are being carried out on a weekly basis during flowering on the

BOP orchard.

New Zealand Avocado Research Programme Update

I Research update I

By Alvaro VidiellaNZ Avocado [email protected]

There are two quality issues of note this season.

Library tray results show that fuzzy patches on green fruit are on the high side for this time of year. This is in line with our expectations of the disease being carried over from last season.

Body rots and unsound fruit are also higher than normal, again reflecting the fact the fuzzy patches are developing into body rots on ripe fruit. Regular application of copper fungicides continues to be the best way to control these problems at this time.

Internal quality is the other area of concern, with observations in the lab of abnormal disorders having been made by Glenys, Adam and Bart. These range from incomplete breakdown of vascular strands, vascular browning occurring in the absence of a notable stem-end rot, especially at the base of the seed, and a diffuse staining of the flesh surrounding the seed cavity.

Fruit Quality Update


46

Reading your trees A New Zealand Avocado Grower’s Guide

Below are the key tree characteristics as set out in your Reading Your Trees Guide to assess from December through January:

• December - Roots, pages 28-29• December - Canopy Density, pages 30-31• December to January - Fruit, pages 24-27• January - Summer Flush, pages 16-17

Once your trees have been assessed, you will be ready to consider the suggested intervention strategies. At the bottom of each section in this guide there are a number of factors to consider to optimise your orchard management. You will need to determine which is the best option for your own situation – if in doubt, seek specialist advice.

Download the Reading Your Trees workbook from http://growers.nzavocado.co.nz/index.php/pi_pageid/363 - this workbook complements the Reading Your Trees guide and allows you to record your assessments.

47

New Zealand Avocado developed a new cultivar programme in the late 1990s. Its main objective has been to give growers access to internationally bred cultivars that claim to mitigate some of the challenges of our industry.

HistoryThe process has been to prioritise the

desired attributes of a new cultivar, seek a cultivar offering that attribute, and import and evaluate that cultivar.

NZ Avocado agreed that the priorities for its new cultivar programme were to find Hass–like, Hass type or Hass sports fruiting cultivars and rootstocks that had superior performance to Zutano for phytophthora tolerance, fruit quality and productivity.

The cultivars that met the desired characteristics were found in California and South Africa. In California a breeding programme led by the University of California Riverside was delivering fruiting cultivars with similar traits to Hass. Some of these new cultivars were Gem, BL 516, and Sirprize that were meant to widen the harvesting window. Another breeding programme in California led by Brokaw Nursery was in the process of evaluating and releasing Carmen, a prolific Hass like cultivar with a peculiar production pattern. In South Africa, Westfalia, Schagen and Allesbeste nurseries were releasing new cultivars. A long term breeding programme led by Westfalia was delivering phytophthora tolerant rootstocks, with Dusa and Latas starting to show good performance in trials and commercial orchards. Schagen Nurseries had developed Bounty rootstock, which was showing

good phytophthora and water-logging tolerance. Allesbeste was releasing Maluma, an early maturing Hass like cultivar with upright compact growth.

The importation of new cultivars from University of California, Riverside, was accomplished in 1999. Unfortunately, quarantine facilities were not available in NZ for new avocado imports until early 2006, when the new cultivars from Brokaw and the South African nurseries were imported.

The new cultivars imported through this process have been evaluated in different situations since their release from quarantine. The plants that were released from quarantine (which lasts one to two years) were planted in the Industry geneblocks and in nurseries for propagation. The propagation process for clonal rootstocks is quite different than that for seedling rootstocks and our nurserymen had to go through a steep learning curve to get the process right. With time, the different cultivars were propagated and were planted in trials, semi-commercial trials and commercial orchards, depending on the priorities.

Geneblocks

NZ Avocado has held collections of avocado cultivars in geneblocks in BOP, Whangarei and Far North since 1999. The main objectives of these geneblocks are to preserve valuable cultivars for the avocado industry in New Zealand, to obtain information about the horticultural performance of selected cultivars, and to provide DUS (distinct, uniform, stable – a method to test that this is in fact different from others) testing for New Zealand Plant Variety Right registration of new cultivars.

The first geneblock was established in the Far North, at Sweetwater orchard, in 1999. The Bay of Plenty geneblock was established in Te Puke, at Bailey orchard, in 2005, and the Whangarei geneblock was established at Cliff orchard in 2010. There are 27 cultivars present in total among the three geneblocks (Table 1)

Table 1. Cultivar composition of the regional AGA geneblocks

TrialsTrials are a valuable tool to evaluate

new cultivars. The aim of trials is to provide unbiased information about new cultivars. Unfortunately, to establish trials to test new cultivars requires a large amount of resources over the long term so they cannot be established in as many locations and circumstances as would be desired. On top of this, the complexity of the planting derived from the experimental design sometimes makes the management complex and expensive.

The NZ Avocado currently manages four cultivar trials. The first trial was established in 2009 in Mangawhai to

The new cultivar programme

cultivar Far North Whangarei Te PukeA0.06 * *AIC 1 * *AIC 3 * *Bacon * * *Bounty * * *Carmen * * *D 9 * * *Duke 7 * * *Dusa * * *Edranol * *Ettimger * * *Gem * * *Hass *Hass 3446 * *Lamb Hass * * *Latas * * *Llanos Has * *Maluma * * *Marvel * *OA 184 *Sir priz * *Thomas * * *Toro canyon * * *Velvick * * *Vista * *Weeping willow

*

Zutano *


48

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The new cultivator programme Continued

evaluate and compare the performance of Hass grafted on Dusa and Bounty rootstock to Hass grafted on Duke 7 and Zutano, and to evaluate the performance of Maluma compared to Hass. This year, the first results of fruit production have been obtained which show a much better performance of the Bounty and Dusa over Duke 7 and Zutano.

Since 2004 three more trials were established to test the performance of the combination of eight rootstocks and three fruiting scions. The protocol designed in 2009 was to plant in very unfavourable soil situations with no complementary phytophthora control measures. The trees planted in 2011 in Far North and Whangarei in these circumstances struggled to survive and the trials have had to be redesigned to support the surviving trees. The trees planted in 2012 in Bay of Plenty have been planted in similar soil conditions, but will be nursed from the beginning for phytophthora control to simulate optimum orchard management conditions. This will give us information on the possibility of establishing a new orchard in these conditions by using the available tools we know of to help these plants.

Semi-commercial trialsSemi-commercial trials are commercial

plantings, intended to produce saleable fruit, established by growers with combinations of new cultivars following a simple, limited, experimental design. This approach allows for a high number

of plantings in different regions.As part of the horticultural evaluation

of Maluma and Carmen in New Zealand conditions, NZ Avocado promoted the establishment of semi-commercial trials of both cultivars in 2010. An expression of interest to plant small plots of Maluma and Carmen was sent to growers. Agreements were reached for these plants to be established in 11 orchards in four different regions. One semi-commercial plot was established in early 2011 in Gisborne and 10 semi-commercial plots were established in in Bay of Plenty, South of Auckland, Whangarei and Far North (Table 2). These trees are grafted on Dusa, Bounty and Zutano, depending on the characteristics of the site.

There is no industry cost to these trials other than observing performance. Growers acknowledge the risk that the fruit from new cultivars may not ever have export standards developed so may not be able to be exported.

Commercial orchardsCommercial orchards in which new

cultivars are planted (following purely commercial guidelines) are an important source of information about the horticultural performance. The main advantage of commercial planting is the variety of situations in which these plantings are established which gives a wide perspective of the new cultivar’s performance.

The main disadvantage is the difficulty of obtaining data that can be isolated due to the variability present in each orchard. This makes it very difficult to understand what part of the performance of a new cultivar is due to its potential and what part to the characteristics of the orchard and its management.

Of the new cultivars imported, the one that has been planted the most in commercial orchards is Dusa with more than 30,000 trees planted since 2007. The second most planted of these new cultivars is Bounty with around 600 trees planted since 2009 in purely commercial plantings. The early planting in 2007 of Dusa are beginning to provide information that would be interesting to capture in an ordered way in the future.

Region Carmen trees

Maluma trees

South Auckland 114 114Whangarei 120Far North 208 185BOP 200Whangarei 140 141Gisborne 184 184South Auckland 77Far North 200 200Whangarei 205BOP 140 748Gisborne 150 180Total 1258 2236

Table 2 Summary of the cultivar structure of the Carmen and Maluma semi-commercial trials.

49


PVR managementThe new cultivar programme also

includes the management of the intellectual property of the breeders. Breeders that so request it, are granted Plant Variety Rights (PVR) for a new cultivar, giving them the exclusive right to produce for sale and to sell propagating material of the new cultivar. In the case of avocados, PVR give breeders the exclusive commercial right to propagate the protected cultivar for the commercial production of fruit. PVR holders charge for the right to benefit from their protected material. Most times this means that the grower is charged royalties when the trees are purchased. Sometimes there is also a charge for producing fruit from the trees as a year fix annual quantity or an amount per tonne of fruit, known as a production levy. The new cultivars imported by NZ Avocado that are protected by PVR are subject to a one time royalty payment, but not to a production levy.

The original PVR holders of imported cultivars have licensed the NZ Avocado to look after their interests in New Zealand by signing Master Agreements. Under these agreements, NZ Avocado licenses New Zealand avocado nurseries to propagate and sell commercial imported cultivars by signing sublicenses. On top of this, the AGA licenses the growers to grow the protected cultivars by signing the Non Propagation Agreements.

As with other types of proprietary rights, PVR holders may bring civil

action against persons or businesses infringing their rights. For example, as a rights holder, the breeder would be entitled to take legal action on another person or business that deliberately sold plants of the protected cultivar without their permission.

In order to have the PVR protected in New Zealand territory, PVR holders must register their cultivars in the New Zealand PVR Office (Ministry of Business, Innovation and Employment). This is a process that may take some years. NZ Avocado made its first PVR application in 2002 for Dusa, which is still underway. Nevertheless, the new cultivars are protected from the moment the application for PVR is registered at the New Zealand PVR Office.

The PVR Act 1987 requires that a new cultivar is sufficiently ‘distinct’ from all other known cultivars and is sufficiently ‘uniform’ and ’stable’ for a grant of rights; this is referred to as DUS testing. DUS testing is determined by the use of a growing trial where a specified number of trees of a new cultivar are grown adjacent to trees of other cultivars of known characteristics for comparison and reference purposes. DUS testing consists of the completion of a detailed morphological description of the new cultivar and of known cultivars growing in the same site which includes the recording

of observed and measured data. The evaluation normally continues for two

independent seasons. The testing protocol and

evaluation follow the guidelines set out in the International Union for the Protection of New Varieties of Plants (UPOV) test guideline for avocado.

50

Bay of Plenty grower Allan Hedge has been developing and trialling a new system for pruning of avocado trees which aims to maximise productivity based on the original planting density and ensure fruit can be harvested easily.

It has taken Allan seven years to develop the pruning system, using the family orchard as the test bed for his theories.

“I have developed an acute awareness of how an avocado tree responds to light and pruning which allows me to manipulate the tree to my advantage,” says Allan.

The system is based on two key concepts. These are to rejuvenate the age of the tree and to capture more sunlight.

Allan has developed a pruning method that encourages ‘older’ buds to break and form fruiting wood. Ironically these old buds were formed when the tree was younger and therefore are physiologically younger than those buds formed on more recently produced wood. This all ties back to the concept that tree productivity is thought to decline as trees age. The theory is that by rejuvenating the tree and getting some of the buds that formed in the first two to three years growth of the tree to produce flowering wood, this will increase productivity.

“My pruning is strategy driven by harnessing the natural responses of the avocado tree to light and pruning so that the outcome has a great degree of predictability. I am seeking to produce an annual supply of new fruiting wood grown from the correct aged wood in the tree.”

By rejuvenating orchards, Allan’s aim is to maximise productivity based on the original planting density without the need for thinning.

One of Allan’s goals of pruning is to ensure fruit can be harvested using a picking platform with a reach of no more than 6.4m.

He prioritises cuts based on the ultimate return to the grower and he won’t prune if he doesn’t think it’s in the grower’s best interest to prune a particular tree that season.

Allan has read the literature on pruning of avocado trees extensively, especially that from South Africa, Australia and Israel. He found that while scientists were good at describing the ideal concept, they were not so good at being able to replicate this ideal in the field. He draws heavily on the work of Mike Mickelbart, a physiologist at University of California (and formerly of Lincoln University). Mike’s work emphasises the importance of good light interception in maximising productivity. Based on this premise, Alan aims to prune the tree to maximise complexity and provide a range of different aged wood within the canopy.

“The architecture of the tree after pruning will allow photosynthetically active radiation (PAR light) to strike targeted areas so as to drive photosynthesis.

“An old, dark and closed in orchard can be rejuvenated over two seasons with an understanding of ontogeny (tree aging), the effect light has in an orchard, and where to cut so as to maximise response. I want trees no taller than six metres.”

One of Allan’s clients, Bruce Plummer, was initially sceptical but now considers that “anybody with big trees is bloody silly”.

Bruce has been very encouraged by the results he is seeing. Despite the heavy pruning, he expects to get at least the same as last year’s crop but expects it to be much cheaper to pick, and a cleaner crop as it is much easier to spray. Bruce especially likes the idea of not having to remove trees, which had already been tagged for removal when Allan first saw the orchard.

While Allan’s system is based on good scientific principles, the challenge – as Allan has pointed out – is how well it performs in the field.

“Having pruned 35 orchards ranging from Far North to Opotiki ,including the Bay of Plenty and Coromandel ,over the last 13 months. The results replicate responses seen on my own orchard.

“With so many orchards to study, it is exciting, as I can prove my system has worked well. My expectation is each orchard will set an annual crop, and produce above the national average for tonnage.”

New Zealand Avocado will be working with Allan over the coming seasons to verify the potential of the system.

New pruning system developed by BOP grower

51

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Jen Scoular NZ Avocado Chief Executive OfficerDevelop and implement the industry [email protected]

Edwina Aitchison Personal Assistant to the CEO Administrative support to the AGA Executive and the AIC Board; Conference and meeting organisation. Administration support for new [email protected]

Dr Henry Pak Technical ManagerQuality systems; research & development; managing external research & development [email protected]

Nici Kennerley Business Manager Accounting functions and reporting of industry [email protected]

Midge Munro Communications ManagerImplementing the communication strategy: promotions, stakeholder events and publications, industry website development, media [email protected]

Bevan Jelley Local Market AnalystIdentifying issues in local market supply chain and developing strategies to add [email protected]

S TA F F C O N TA C T S

Glenys Parton Manager ProjectsAssisting with current NZ Avocado research programmes; field and laboratory work – trials and treatments; fruit quality assessments; sample collection and preparation; data entry and analysis. [email protected]

Adam FleckResearch TechnicianAssisting with current NZ Avocado research [email protected]

Bart Hofstee Research TechnicianAssisting with current NZ Avocado research [email protected]

Sheryl WilsonOffice AdministratorGrower registration; AvoGreen administration; weekly reporting; crop [email protected]

Joanne NunnAdministration Assistant

Reception and general administration [email protected]

Alvaro VidiellaScientistManaging and implementing the NZ Avocado research [email protected]

Lynda UttingerProject Support

[email protected]

American data analyst Kaleb Krause is helping New Zealand Avocado and the industry at large gain better information from the data the organisation collects.

During his six months’ employment, Kaleb has been documenting all the data the organisation has, enhancing existing reports and creating new reports and graphs. The types of data collected include crop estimates and production figures, much of which is used for regular reporting to growers throughout the year.

“I’ve added new graphs and data elements that growers wanted, to help them better understand what’s going on on the orchard, and to make things more user-friendly,” says Kaleb.

Originally from Minnesota, he was in charge of a data and development team carrying out similar work in the US financial industry.

A keen cyclist, once Kaleb finishes his contract he plans to start a six-month bike tour travelling around New Zealand, Australia, Japan and the US, before heading home.

Making information more accessible

By Natasha Mitchell

N Z A v o c a d o S t a f f P r o f i l e s

Data analyst Kaleb Krause.

NZ Avocado Office : 0800 AVOCADO




www.grochem.co.nz

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2925

ContentsRegular Columns

Chairman’s comment 4CEO comment 6Exporters’ comment 9Local market comment 10Organic growers’ comment 11Regional Roundups 16NZ Avocado Highlights Spring 2012 21

Features

Market Focus: Japan 22Avocentric: Kevin Thomas and Danielle O’Connor 26Spray issues: The thin green line 28Trends in pesticide use 30Saving money through sustainability 43 News

Industry news 33Avocado news from the world 34NZ Avocado staff profile 51

Promotions

Promotions update 37Supermarkets step up avocado awareness 40

Research & Technical

Research Update 45Fruit quality issues 45Reading your trees 46The new cultivar programme 47New pruning system developed by BOP grower 50




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Directors

Bay of Plenty

Ashby WhiteheadPh 07 573 6680m. 027 283 [email protected]

Far North

Ian BroadhurstPh 09 406 7308m. 021 395 [email protected]

Mid North

Mike EaglesPh 09 434 7271m. 027 727 1381 [email protected]

At Large

Roger BarberPh 09 435 0785m. 021 488 [email protected]

John CotterellPh 07 552 6880m. 0274 513 138 [email protected]

John Schnackenberg (Chairman)Ph 07 549 0717m. 021 731 [email protected]

Tony PonderPh 07 552 4223m. 0274 733 [email protected]

Rest of NZ

David FrenchPh 09 238 3359 m. 0274 375 [email protected]

Export Directors Andrew Darling, Alistair Young

Avoscene Advertising & Editorial

Avoscene is published by New Zealand Avocado

For editorial contact: Natasha MitchellSun Media LtdNo.1 The Strand, TaurangaPh: 07 578 0030 Fax: 07 571 1116email [email protected]

For advertising contact: Rose Hodges at Sun Media Ltdemail [email protected]

Design and production: Kym Johnson, Sun Media Ltd email [email protected]

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SubscriptionsNZ $100 plus GST per year (four issues) In New ZealandNZ $27 per single copy

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4

One thing that becomes particularly obvious to me as an avocado grower is that as more years pass, I realise that no season is ever totally predictable.

In July, Jen and I visited Western Australia to see the “huge” crop growing there and to consider firsthand what the impact may be on New Zealand growers and fruit for this season and going forward.

I came back with three strong impressions: • The large scale of the WA orchards (a

number greater than 50ha), with common and strong management, provides an advantage hard for us to compete with. We saw one good looking orchard of 221 intensively planted hectares with 88,000 trees and a potential one million tray crop.

• Overproduction - very large fruit set crops – will be a real challenge to size the fruit and will surely be followed by underproduction.

• Notwithstanding WA supply potential, there remains great capacity for our fruit during our window if, with the Australian industry, we can drive consumption up to their target 5kg per person per annum - grow ‘the pie’ together.

2012-13 export seasonOur exporters had been telling us from

April/May that the WA production would impact our access into Australian retail and thus our ability to place a large amount of New Zealand fruit into that market; however, the ‘large’ crop has delivered its own difficulties for WA supply – primarily volumes at preferred size. This created early season opportunities for New Zealand fruit in Australia that were not otherwise anticipated.

Following last season there was strong direction from growers to exporters to get out and develop other markets. This led

Crystal ball gazingI Chairman’s Comment I

5

the exporters to develop plans to place significantly more of New Zealand fruit in non-Australian markets, including a planned return to the USA.

To support this, the industry for a second year executed a media launch for new season’s New Zealand fruit in Japan, which Jen and I attended in late September. A number of our exporter representatives from AVANZA and NZAVO were also in attendance. The event was hosted by the New Zealand ambassador, Michael Sinclair, at his residence in the New Zealand Embassy. Our excellent Tokyo based PR firm, Candlewick, arranged for 58 food and consumer media representatives to attend to learn about our fruit and our safe production systems and to taste a wonderful selection of avocado based treats for lunch. This was produced by the Embassy’s Kiwi chef. Read more about this event on page 37.

Jen and I were both allocated a translator and were able to circulate widely after our presentation and meet and talk with most of our guests. Many commented on the different and creamy flavour they considered our fruit to have compared with what they normally experience. Also commented on was the fact that they were unaware New Zealand grew and exported avocados to Japan. A clear message also came through that the Japanese have a strong affiliation with New Zealand generally and great confidence in our fruit production systems and associated food safety (well done Zespri!). I was left in no doubt that we would gain extensive and very positive media coverage from this function.

Of course, none of this translates into immediate market dominance. Indeed we are but a small part of the avocado scene, which is dominated by Mexico. The good news is that consumption is

growing strongly year-on-year in Japan and we are seen as a premium producer/supplier. Mexico has had a large crop to manage and has priced aggressively against us in Japan, which has affected our returns from this market. We are being noticed.

With a decreasing total crop size for this season, there appears to be a significant creep of export quality fruit to the local market. While it is understood that on recent local market pricing, basic economics for a grower may suggest a local market placement of fruit, this does absolutely nothing to assist exporters establishing the new markets we are demanding going forward. To put it another way, we cannot in one season exclaim ‘Exporters, you are not developing new markets fast enough!’ then in the very next season decide not to supply them as they go about the very necessary market development we seek.

Growers, if you have previously committed to exporting your fruit this season, please give serious consideration to honouring those commitments. If you haven’t yet made a decision, please talk with your exporter about the current market situation, you may be surprised. It is fluid but the Australian situation remains significantly better than initially thought and communicated.

Political roundupAs we went to press for the last

Avoscene, the results of the Commodity Levy Referendum were announced. I am delighted with the support shown by growers for our compulsory funding and the direction forward articulated in the Five Year Plan (that the continued Commodity Levy supports). I wish to thank you sincerely for the support shown for your industry and its body, the NZ Avocado Growers’ Association Inc.

Of course, the intended Primary Growth Partnership we are seeking with government, if successful, will put our five year plan ‘on steroids’.

Jen and I recently attended the Annual Report of the PGP Investment Advisory Panel, hosted by MPI minister David Carter and MPI director general Wayne McNee. The event was chaired by Bill Faulkner, with a presentation from current participants on their project’s progression.

The purpose of PGP was well summarised by the minister and the chairman. Funding has grown from $30m annually to $70m annually. The goal is raising primary exports to 40 per cent of GDP by 2025. This is a key foundation of this Government’s objective around driving up the economy. The intent is to seek a ‘step change’ approach to how sectors go about their business. It’s about ‘collaboration’ amongst parties through the supply chain, about doing something different ‘to make a difference’. With respect to risk, “If there wasn’t risk, we are not pushing the boundaries far enough”. The programmes are to be ‘market led’ with the intent of accelerating innovation rather than just ‘growing the business’. And a very key feature is to develop an understanding of value chain management and the need for a relationship with everyone in the value chain, recognising that everyone is entitled to their proper return.

My key takeout is that this project is absolutely on the button for New Zealand Avocado in terms of step changing our industry progress. This project, implemented properly and fully supported from the bottom up, will make a real difference for our growers enabling the executive to deliver on “maximise grower value over the long term.”

Crystal ball gazing

By John Schnackenberg NZAGA and AIC chairman [email protected]

6

I CEO Comment I

Building our profile

7

Promotional activityIt was again a privilege to attend the

media launch at the New Zealand Embassy in Tokyo in late September.

Congratulations go to the team behind the event, as to host an event that not only attracts but then educates and entertains 58 high profile media personnel is no mean feat. Securing ex-All Black Jerome Kaino was a real coup. Not only is he high profile, he exudes health and wellness. He spoke incredibly knowledgably and personally about avocados in his diet and in the diet of his family. He’s also lovely – and was incredible at the photo shoot. We were outside, looking almost directly into the sun but he stood without blinking or flinching for 30 minutes or more. When John and I joined the photo shoot, we blinked and frowned and my make-up ran into my eyes. He was definitely the professional amongst us!

Feedback from the attendees of the event was very positive, and we have seen some good media attention after the event. Our efforts are directed to building long term relationships with media in Japan to ensure visibility each season about avocados, and to meet our objective of significantly increasing the visibility and consumption of avocados from New Zealand.

Joining our ambassador Nadia Lim at our New Zealand media launch last month was also a fantastic affair. She is so perfect as an ambassador for New Zealand Avocado. A trained nutritionist, Masterchef, and a talented performer, she strives to use only food sourced from the earth, the sea and the sky. She loves avocados and has really pushed the visibility of our avocados with great new recipes for the media launch, in Bite magazine and in other publications.

Government Industry Agreement I’ve been in Wellington a bit more

than usual with government industry agreement workshops and preparing our business case for primary growth partnership (PGP) funding. We will have updated you on both at the roadshows. As we have said, the GIA discussions are

around a partnership with government on readiness and response in the event of a biosecurity incident. We will during the next few months be preparing a value proposition for our industry and start to get some details out to you as soon as they are available. Before we commit to anything we will be consulting with growers and getting your views.

PGP Business Case preparationThe PGP business case has started to feel

like my PhD thesis, at 132,000 words, with many descriptive diagrams. The more we look at the opportunities for our industry that could be better leveraged with the injection of government investment, the more exciting and fitting the proposal feels. The really important part of the PGP programme is that it is a cross-industry initiative; it’s about understanding how we can all work better together to optimise our collective future. It’s recognising the excellent opportunity to supply much greater volumes of avocados from New Zealand to the markets in Asia demanding premium quality, nutritious food grown in a safe environment. It’s about harnessing the world demand for healthier foods and promoting the health attributes of avocados that meet that demand. The programme requires all parties along the value chain to contribute to, participate in and share in the resulting growth and profitability.

Commodity LevyFollowing the successful Commodity

Levy referendum we have now applied for a new Commodity Levies Order for avocados, to replace the existing Order which expires next year. The process for approval may take until early next year and the new Order will come into force by July 2013. As part of our duties under the Commodity Levy legislation, we will be working with the auditors during the next few months to complete a Commodity Levy audit. Under the Commodity Levies Order (2007) an audit will be conducted by KPMG Tauranga, as appointed by the Minister for Primary Industries. The domestic

commodity levy is payable at first point of sale, which includes a grower selling direct to a hawker, a grower selling their own fruit at a roadside stall or selling direct to a farmers’ market. If a grower is paid by their packhouse via a pool, the responsibility for remitting the commodity levy on behalf of the grower moves to the packhouse or marketer, depending on the arrangement in place.

We will be communicating with a range of sellers of avocados. We will deliver Information notices to road side stalls and farmers market reminding sellers of their obligations under the legislation.

Information sharingAs a result of grower submission to the

annual review of the Export Marketing Strategy earlier this year, we asked exporters to share more timely information with growers about market performance. I am being copied into most of those newsletters and certainly feel the information flow is a lot stronger than it was last year. I hope you too are feeling well informed about the markets your fruit is destined for. I congratulate AVEC (the avocado exporter council) on their recent incorporation. A sign of industry stakeholders moving forward, recognising they need to work more closely together and be able to set rules of engagement. We are enjoying the information provided by AVEC that is sent through AvoConnect, and the participation of AVEC members in the roadshows and grower forum.

2013 Joint conferenceNew Zealand Avocado is hosting next

year’s joint New Zealand and Australian avocado growers’ conference in Tauranga. Please look out for info in the New Year.

In this, the last Avoscene before Christmas I will take the time to wish you all a very Merry Christmas, and festive New Year. We will close the office for two weeks during that period, but if you do need to contact us you all know my phone number and email contact and much as I’d like to suggest I turn it off sometimes, I don’t.

Building our profile By Jen Scoular New Zealand Avocado CEO [email protected]

9

What a season of extremes; from small fruit size and uncertain crop volumes to strong Australian wholesale markets and unseasonal demand.

Exporters have been struggling with the catch 22 of small fruit size, low volumes and the ambition and need of the industry to develop markets for the crops to come.

We have been fortunate that with good management, enough fruit has gone to emerging markets to get a picture of how well or otherwise our product has been received.

The results, to be fair, have been mixed.

Japan & South East AsiaThe Japanese market has been very

tough compared to previous seasons with Mexico giving us a bloody nose on price. Our quality against the Mexican fruit is always strong when compared to the Flor Loca crop (Mexican winter set) but as their main summer crop kicks in we find ourselves competing not only on price but on cosmetic appearance. We will need to address this quality challenge in future.

South East Asia has been the shining light with strong sales and relatively healthy pricing. These emerging SE Asian markets are going to continue taking New Zealand product well into the New Year and that’s a positive sign of growth for the future.

USAThe American program was suspended

due to poor fruit sizing in New Zealand and falling volume estimates. There would have been a low return from this market but this was not the principal reason exporters choose not to go. We simply couldn’t support shipping to

a large fruit market when we didn’t have sufficient quantities to make it worthwhile for our customers. The American companies that New Zealand works with have enormous patience as they don’t need to do business with us and as we suspend programs. They continue to assure us that they will be there when we need them.

It is very lucky for us and real testament to the relationships that have been built with our American partners that they are able to be so accommodating.

AustraliaAustralia has been a left field surprise

with the early season Australian crop before Western Australia beginning its harvest in earnest and coming up well short of demand. This fruit shortage in turn led to very strong pricing which has now eased as the WA crop makes its presence known on the markets.

The upside of this unpredicted scenario for New Zealand growers is that Australia has provided us with much bigger opportunities in 2012 than we had expected. Sometimes in produce a little luck can go a long way to supporting a marketing plan.

The global market outcomes for 2012 are still evolving as I write but if we combine all the market activities together, we definitely see prospects for the New Zealand grower which are much improved when compared to last season and in fact to what we had expected only a few months ago.

Season’s greetings to you all, my fingers are crossed the fruit set sticks for 2013.

I Exporters’ Comment I

Extreme season

By Alistair YoungAIC Export [email protected]

10

Last time I emphasised the value of the information that is published by New Zealand Avocado in the Weekly Pack Report and its value to growers when making decisions about harvesting and selling of local market fruit.

While I appreciate that growers are somewhat limited by the timing of their scheduled export pick, many growers in this short year are choosing to sell their smaller crops solely on the local market.

Since the last issue of Avoscene, the Pack Reports have shown that local market packing has run consistently around the 30k tray mark each week. This is generally recognised as the level where values can be maintained or even lifted. Without grossly fluctuating volumes the values being returned to growers over the last period have remained very strong, even to the point of rivalling returns from export.

There is no reason to suggest that these returns will change significantly between now and the end of the season. Especially so when the export crop forecast reduces as it recently did.

We now have some local marketers speculating on a period in mid-2013 when there could conceivably be little or no fruit available on the New Zealand domestic market.

With varying reports of fruit set in the last week we are still not certain of a big ‘on’ year to follow this season’s short crop. Undoubtedly growers and industry participants alike are hoping for some evidence of a good crop starting to show on the trees around our regions.

I recently attended the media launch for New Zealand Avocado in Auckland, where the new ambassador for the industry, Nadia Lim, demonstrated some exciting ways of preparing and serving ripe avocados. It was encouraging to see so many people attend an event such as this, and was evidence of the interest and awareness that is starting to build around avocados. The versatility and nutritional value of the avocado are becoming increasingly well known, and it was great to have someone of Nadia’s profile involved.

Already there has been a lot of promotion of avocados this season. It is well known that supermarkets sell almost 70 per cent of goods at discounted levels. Despite the cries of protest from some quarters, it is still critical that we continue to promote, even in these ‘off ’ years. After last season’s luxury of supply, it is important that we don’t lose the momentum developed in that year. We must still maintain the profile of the avocado in preparation for the next big season, which could potentially be our biggest ever. Let’s hope that fruit sets across all regions, and we have a crop next season that we can continue to develop this industry with.

I Local Market Comment I

Keep up the momentum

By Mike SwanDomestic Sales and Marketing,

Southern Produce [email protected]

New Zealand Organic Avocado Group Inc. recently had its AGM and it is a good chance to review where the group is at and where it is headed.






MORE PRODUCTIVE.

LESS IS MORE.

Organic growers look to the future

Numbers of growers have dropped from a peak of about 70 orchards to around 30. This probably reflects the inability to make a decent living off the orchard and I would think it is a reflection of all small growers in the industry with efforts and time having to go into earning income outside of the orchard.

Nevertheless there are growers living the dream and making a living off their organic orchards. There are certainly some outstanding growers in the group. Often what they have in common is they have been at it for a long time and have put a lot of effort into the aeration and biology of their soil.

Generally speaking, when growing avocados

organically if you can keep your trees green and the roots healthy, the rest falls into place with pests falling away and nutrition needs being able to be met with organic methods.

Fortunately organics is a world-wide brand meaning quality, nutritious, ethically produced and chemical-free food and we certainly have no problem selling our crops. The price for organic avocados is strongly linked to non-organic avocados albeit usually at a small premium.

As a group we support each other and share ideas. We also offer an alternative view on how to grow that often becomes accepted best practice as the need for residual free and environment friendly practices are demanded by our customers.

I Organic Growers’ Comment IBy Mike Crum NZOAGI chairperson [email protected]

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Accurate, honest, well-informed market information delivered regularly throughout the year is what avocado growers need, according to orchardists interviewed by Avoscene.

The growers say the quality, quantity and frequency of information from New Zealand Avocado, packers and exporters is better than last season but there’s always room for improvement.

For growers, market information is a tool that helps them plan and operate their business. Being well informed assists in making choices about when to harvest and where to send their fruit.

Dave and Heather Routley grow avocado on 3.5 canopy hectares at Whatitiri west of Whangarei.

They picked their fruit after Labour Weekend but would have been prepared to pick earlier to meet the Japanese market demand for smaller fruit, if required. The optimum picking window for the orchard is October to facilitate their annual pruning regime and the Routleys aim to pick all the fruit at once when it is ready, giving them good rates on transport and packing, because of the volumes produced.

Heather says information from the markets is important but decisions on when to pick are influenced by when their fruit is ready.

“We don’t like to pick too early.”Dave keeps in close contact with their exporter and

packhouse and representatives from both are frequent visitors to the couple’s home.

“I think it is important for growers to be engaged with their packer and exporter. We have good relationships with ours and feel like they are our friends. We have been with the same packhouse for many years and get a good service. This year on the second day of picking the packhouse manager came out in the afternoon with the figures of what had already been packed, which was great.”

Heather and Dave were treated to a guided tour of the packhouse, which has upgraded its facilities this year, to watch the last of their fruit being packed.

Most of the information the couple receives about the markets comes from personal contact with their packer and exporter, attending meetings and also from the New Zealand Avocado website and regular newsletter. The Orchardist and Avoscene magazines are another source but research information is often repeating what has already been available through



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other sources, Heather says.Last year growers raised issues about not

having enough information about the market situation but Dave and Heather believe the information was available for those who looked for it.

“Historical data from AIC (New Zealand Avocado) annual reports showed what happens in a year of large production, so it was obvious we weren’t going to get much money for our fruit.”

Heather believes New Zealand Avocado, packers and exporters have been making a bigger effort to ensure growers have more information this season but says it is a two-way street and growers should actively seek out the information they need by contacting their marketers, attending meetings and keeping up-to-date with newsletters and website information.

When it comes to marketing, the fact that avocados have got the Heart Foundation tick could be promoted more through posters in doctors’ surgeries and at hospitals as well as by encouraging doctors and dieticians to recommend the fruit as part of a healthy, heart conscious diet, Heather believes.

Heidi and Heinz Goedeke have a 3.6ha orchard of mixed age trees at Maungatapere in Northland.

Last October, 32 of their eight-year-old trees were stag horn pruned and transplanted in a block of mixed age trees to replace some which were not prospering.

“The contractor who transplanted the trees did a good job and many are now in flower.”

The orchard is not their main source of income and as small producers, they rely on the advice and guidance of their consultant regarding when to harvest. By the end of October one pick had been completed with two more planned, one before and one after Christmas.

“Our consultant keeps us well informed and I prefer to have face-to-face information from someone I trust, although I do enjoy the emails from the

AGA (New Zealand Avocado) and the Avoscene magazine.”

When it comes to receiving information, especially from the AGA (New Zealand Avocado), Heidi believes she is getting more than in previous years.

“I receive a lot of emails, probably more than I need but there are obviously others in the industry who do need more information than I do, especially if avocados are their main income.

“The information on markets seems to be there if you need it.”

While Heidi and Heinz are generally happy with the quality and quantity of information they receive, they do acknowledge the work done by others more proactive than themselves to push for and improved information for growers.

Diane Bryant-Jones and Roger Jones have a four canopy hectare orchard in the Far North.

Planning for harvest begins in the winter and Diane says having information early on about returns and what markets require, including size profile, is ideal.

“This season we discovered some markets (Australia) we thought would not be open to us were, and others like Japan, were not going to take as much fruit as we had hoped.”

If the Asian markets had been available, picking could have been earlier to harvest the smaller fruit those markets prefer. However, Diane says it is not easy to change picking plans at short notice as Hydraladas must be booked and pickers arranged well in advance.

Email is the best form of communication because it is instant and can be checked at any time of the day or night.

Growers need to be engaged with their packers and exporters and it is up to those parties to make themselves available to answer growers’ questions.

“Our exporter keeps us well up-to-date with what is happening overseas and our packhouse sends weekly local market reports about whether the market is

lifting or falling.” Information about trends helps

influence picking decisions but Diane says it only reflects what is happening that day.

“By the time your fruit has reached the market it could be two to three weeks later, but having an indication of trends helps you be better prepared for the market.”

Both the quantity and quality of information produced by New Zealand Avocado, exporters and packers have improved this season compared to previous years, but there is always room for improvement. Diane has given feedback on the amount and type of information to her exporter this season but acknowledges every grower has different needs.

“What one grower may consider not enough, another may think is too much.”

The couple’s exporter holds regular meetings in the Far North and growers have the option of individual visits too. However, group meetings are valuable because they provide an opportunity for networking.

“Also someone may ask a question you didn’t want to ask, or raise points you hadn’t considered.”

Information about markets trends, including those for the local market, is the most important. “I don’t get a lot of information about what feedback we are getting from consumers, about what is happening in the supermarkets and what consumers like and don’t like about our fruit.

“If consumers are not getting a good experience or don’t like our fruit, we need to know that so we can address it.”

Diane often gives fruit away in order to encourage people to become regular avocado consumers.

“Often those people ask why they can’t get fruit like ours in the supermarket, so if what they buy is not good quality, we need to know why.”

Growers who feel they are not receiving the information they need should talk to



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The industry should strive to ensure there are no surprises by informing growers in a timely manner of the bad news as well as the good. It’s also important not to ‘over sell’ the prospects from the market.

“I’d far rather have reasonable expectations and have them fulfilled than high expectations which are not met.

“It is our fruit, our livelihood and we place a lot of trust in exporters, so we need to be kept informed.”

Newsletters, industry publications and emails are the formal means by which Maria receives information but equally valuable is talking to other growers and packhouse and export staff and attending field days and industry seminars.

After last season’s disappointing returns many growers were very disgruntled but Maria says when it comes to information sharing, exporters, packers and New Zealand Avocado have picked up their game this season.

However, growers shouldn’t wait for everything to come to them but should actively seek out more or specific information if they are not getting what they need.

“Generally speaking I’m happy with the information I’m receiving now,” says Maria.

Jimmy Ng has three Northland orchards totalling more than 17 canopy hectares under the care of a full-time manager.

Decisions on when to pick are

based more on fruit size and orchard performance than market information.

“I do consult the exporter but ideally we prefer to start picking early before flowering, but that is not always possible.”

Emails are the most convenient source of regular information for Jimmy, who is a lawyer in Auckland and doesn’t often have the opportunity to attend field days and seminars. However, those he has gone to have been informative and worthwhile.

Ideally growers should be more engaged with their exporters and packers but Jimmy say in reality, that’s not always easy.

“At the end of the day the only real influence growers have is in choosing an exporter and most exporters are fairly similar. They are pretty keen until you have signed up and once you have, you have to go along with their plan.”

He has worked with several different exporters and has not found a significant difference between their performances.

“I don’t blame the exporters. They are in the business to make money but the grower individually has very little power.”

Greater co-operation between all sectors of the industry is needed, believes a grower who is a partner in orchards growing 20 canopy hectares of avocado, who didn’t want to be named.

“At the start of the season, in consultation with our exporters, we formalise our picking plan. We strive to

have our first pick during the early season followed by an export pick in August and a final strip pick before the end of the year.

“However, this is not always possible and we have to adapt and change our plans as we go along.”

New Zealand Avocado has done much and should be applauded for its efforts.

“However, they can and must focus their resources to be relevant and add valve to growers; not just in five years’ time but right now.

“We believe there are three areas that require urgent attention. First, the AIC (New Zealand Avocado) as a representative of growers must level the playing field between growers and exporters. They have the information and ability to hold exporters accountable as well as working with them to improve returns to growers.

“Second, as the AIC (New Zealand Avocado) represents all growers, it has to include in its strategies, tools that will help growers who are struggling to survive. A five year plan, whilst essential, will be of little comfort to a grower who may not survive the next season.

“Third, there is a great need for coordination and co-operation between packhouses, exporters, growers, and amongst growers. This can only be achieved by putting in place deliberate strategies and policies that foster such co-operation. It does not just happen.”


Market information vital tool for growers Continued

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Regional Roundups

Greetings from South Auckland.Harvesting is progressing well in our

area but most growers seem to be slightly behind estimate on what is already a down year. As with most other regions, fruit size is an issue, although a couple of orchards who applied Sunny© last year

appear to have achieved better than average size this year. This does not mean that Sunny© is a ‘magic bullet’ for all your problems.

We had a grower/exporter meeting here (Waiau Pa) in early November. The exporter provided us with a good insight into how the market was progressing and gave an indication of where OGR could fall this season if current conditions continue.

Growers who were at the meeting appreciated the open discussion and willingness of the exporter to give some OGR predictions at this early stage of the season.

This particular exporter is very focussed on flow plans and size picking. I am the main harvest contractor of avocados in South Auckland and see this first-hand by receiving weekly emails from the packer (directed by the exporter) telling us how many bins we can harvest each day/week and what minimum fruit weight we are aiming for on any given day.

This can mean that on a Sunday we may be picking to a 25 count for Australia, and the next day at the same orchard we

could pick down to 30/32s for an Asian market. (Different markets have different size preferences.)

Although this can seem like a bit of a pain for the pickers and the growers (and the packer and the exporter too!), I believe this is the sort of commitment the industry is going to have to make at all levels through the avocado production chain to survive and flourish in the coming years.

Of course if a grower has a special need to strip pick all or part of their orchard, they can still do this.

At the end of the day the grower is responsible for what goes into the bin.

KEY MESSAGE: When you are harvesting, communicate with your packer and exporter so that you know what they want and they know what you want.

Flowering is coming to a close now. We had a fairly heavy frost in mid-September which took out a lot of flowers. I will have to put more effort into my overhead sprinkler frost protection system next season to try and prevent a repeat of this.

At the moment I expect my fruit set to be only average at best, although I have seen some young Dusa trees which are more advanced and are looking like they will have a fantastic set. All we can do now is hope that the last week or two of pollination gives us some warmer weather, though it didn’t look much like it at the time of writing.

Enjoy your Christmas everyone.

I attended the Horticulture/Mobile Elevated Work Platforms (H/MEWP) meeting in Wellington on November 16 and at long last, after a lot of negotiating, an agreement has been reached on the final draft of Best Practice Guidelines for the safe use of elevated work platforms in

the horticultural industry.The guidelines will receive endorsement from the Ministry

of Business and Innovation and Employment (MBIE), formerly known as the Department of Labour (DOL). This will be printed and ready for distribution to the participants of the horticultural industry early next year and will also be available on the New Zealand Avocado website. There will be a cross-industry launch in Wellington which will then be followed up by an educational roll-out encouraging industry

take-up.The working group agreed there needs to be annual meetings

of the working group to review progress, any incidents and to follow up on any findings.

Thanks must go to Ru Collins, the chair of the working group, Horticulture NZ, Hawke’s Bay Fruitgrowers Association, Summer Fruit NZ, Hydralada, Strategicon Consultants, and to our life member Hugh Moore, for all their input.

Te Puke has experienced some frosts, equinox winds and some long dry periods during the pollination period and I am hoping this does not have a detrimental effect on fruit set. At the time of writing this article it is too premature to tell whether a good fruit set has occurred.

Wishing you all a happy Christmas and all the best for the New Year.

REST OF NZ By David French

BAY OF PLENTY By Ashby Whitehead


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continued...

Regional Roundups

With wet conditions through early summer, the potential for fruit storage rots this season is likely to be high. This will be exacerbated by less use of protective copper sprays due to low fruit returns last season. However, with a reduced crop, hopefully

fruit will turn over quicker in the market, and the problems experienced last season in Australia will not be repeated.

Those growers who attended the New Zealand Avocado Grower Forum in August will have heard Kerry Everett’s talk on leaf testing for predicting fruit rot potential after harvest. Freshco, in conjunction with Plant & Food Research, have evaluated a technique over four seasons, where taking simple leaf tests before picking will express the risk of fruit collapsing with body rots in transit, or in the marketplace.

Surveys of orchards in each of the main production areas during the four year period showed significant trends between districts in fruit rot potential. Also within any district there was a wide variation in fruit rot development between orchards; largely a reflection of management practices, tree architecture and orchard environment.

The technique uses quantitative PCR to determine fungal spore levels on leaves. This is the same technology that was used to determine the presence (or absence) of Avocado Sun Blotch Viroid and is currently being used to detect Psa on kiwifruit.

The Leaf Prediction Kit that was evaluated over the four seasons is now being offered to the wider industry. This season a validation programme is underway, where leaf samples from eight orchards in each of the three production areas are being tested. Fruit samples from the tagged trees will then be evaluated for fruit rots and compared with the data collected from the leaves. This leaf testing offers growers a simple and inexpensive method of checking the fungal pressure on their own orchard, and the likelihood of fruit rots developing after harvest.

Meanwhile industry best practice continues to emphasise the importance of a continuous copper spray programme to protect the fruit. Newer options, such as sprays with Shirlene, Pristine or propiconazol may prove to be an effective alternative to copper based sprays, but these are not yet approved for use on avocados.

summer, the potential for fruit storage rots this season is likely to be high. This will be exacerbated by less use of protective copper sprays due to low fruit returns last season. However, with a reduced crop, hopefully

As I write this regional roundup we are finally starting to experience some decent weather. In general the spring has been cool with a prominence of south westerly and north westerly winds, which hasn’t been great for bee activity in areas exposed

to the wind.Generally flowering could be best described as moderate

to good with an overall nice balance of determinate and in determinate flush. As orchardists in the Far North it is now our goal to manage this flush to ensure flowering position for next year without over-extending it to the detriment of canopy management.

Most growers now have their bees out of the orchards and can now concentrate on pest control, particularly as mite numbers are on the rise, as are leafroller counts. This is as always a difficult time for an orchardist as we manage hives in the orchard, increasing pest numbers without the ability to spray due to the presence of bees, withholding periods as we

try to harvest fruit, and deal with the issues that the weather brings, which restrict activities.

Fruit set is now obvious with some younger trees holding thumbnail size fruit and many trees with match-head size fruitlets. Attention to spray programmes is now critical, especially with fruit set obvious and the potential for damage leafroller caterpillar which has the potential to cause huge issues in terms of export quality.

Export opportunities for next season mean it has the potential to be one of the better ones, especially in Australia. Attention to an effective spray programme to maximise export quality is critical but also consider the markets which have been developed this year. Of note is the withholding periods for Prodigy and Paramite, especially into Japan. Both are excellent options for growers but their use needs to be timed to ensure all-market compliance.

Good luck for all those currently picking – I hope the season goes well.

weather. In general the spring has been

FAR NORTH By Ian Broadhurst

MID NORTH By Roger Barber


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I have spoken to a number of growers recently who are very concerned about the weather and the low temperatures we have been experiencing. There is widespread unease that pollination will fail if we do not have improved and warmer weather and soon.

I met a group of growers on October 31. They were happy that the ground was starting to dry out and they have been able to get into some serious picking and are encouraged by some of the reports of prices in Australia and the local market, but disappointed with projected returns from Japan after all the promotion that was done by exporters and New Zealand Avocado.

The PGP (Primary Growth Partnership) application is progressing well and the board is very hopeful of success in this application. Keep a watch out for further information updates during the next few months.

The GIA (Government Industry Agreements) consultation is continuing and nothing has been agreed to and will not be until growers have been consulted. The ARC (Avocado Research Consortium) is on hold at the moment. It appears

that Avocados Australia Ltd will not take part in this project as they see no value to their growers in it progressing, which I find rather perplexing as irregular bearing is a worldwide phenomenon.

A number of growers have contacted me recently in relation to hawkers asking them for fruit. It is not my job to sit in judgement of these people but I would ask that you be careful for yourself and for the industry and think through any decisions you are contemplating.

The discussion group established a number of years ago in Whanagrei has really picked up in numbers. If you are interested in taking part, please phone Sue Culham, who is now managing the group, on 09 437 7242 or 021 771 686.

Now that Psa-V has been confirmed in the north I would ask all growers to be careful with the movement of machinery and equipment to assist kiwifruit growers in trying to control the spread of this disease. After a very wet winter we have gone into an October with very little rain, so who knows what surprises the weather has in store for us. We seem to go from one extreme to another.

Best wishes for Christmas and New Year – I hope it is prosperous for all of us.

John Schnackenberg, Ashby and I met with the mover and two of the supporters of the remit passed at the NZAGA AGM seeking the establishment of a grower council. We have agreed a trial format for the first meeting in the BOP area which will then determine how this evolves.

I spent half a day with government officials recently; Mr Chad Tustin, Market Access Counsellor (South Asia, Middle East & Africa) and Mr Ivan Veljkovic, Senior Advisor, Plant Exports for Ministry for Primary Industries (MPI), and Mr Utpal Kumar Singh, Joint Secretary, and Dr DDK Sharma, Joint Director, of Plant Protection for the Department of Agriculture and Co-operation (DAC) in India. This visit from DAC was part of the process of avocados getting market access into India. We visited an avocado packing facility and viewed the whole process from the bin dump through to fruit being loaded out of the coolstore. We spent quite a lot of time in the onsite lab where pests were identified, explaining how that process is documented and actioned. They were also very interested in how the fruit is tracked from the orchard/block all the way through to the point of sale. We then visited two avocado orchards to show and explain the growing process and the picking of fruit first-hand. We had a long discussion about how AvoGreen, our integrated pest management system, operates and is managed.

Fruit size is still causing problems for growers, packers and exporters; this would have to be a season with the smallest fruit

profile in years. The cause may have something to do with all that rain and lack of sunlight during the winter and early spring.

Export pack-outs have been variable, with the best I have heard of at 96 per cent; the worst down to around 30 per cent. Ridging and wind rub are the major causes of rejects. It’s unusual for ridging to be so bad in the Bay of Plenty but we did have very strong winds and rain towards the end of November last year which may have been the cause.

Once the bees are out of our orchards it will be time to get control of any pests that have built up numbers during the flowering period. I know of a number of orchards that have had excellent control of six spotted mites with Paramite. In my own orchard, it’s the first flowering in years that I have not had a major problem with mites and it’s because I sprayed before the bees went in. Leafroller is the next pest that needs controlling as the numbers are building up in the flush now.

It is that time of year again when all avocado growers are trying to determine whether they have a good fruit set. At the time of writing this Regional Roundup it was still too early to tell. I have seen a lot of orchards during the flowering period in the BOP and Franklin areas; however, the real assessment will come closer to Christmas. All we can do is wait and see, and hope the weather plays its part. We have had some very good day temperatures but some of the night temperatures have been marginal in the Bay.

I wish all growers and their families a merry Christmas and a fruitful New Year.

Regional Roundups Continued

AT LARGE By John Cotterell

MID NORTH By Mike Eagles

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NZ Avocado Highlights Spring 2012Media event held in Japan with high profile guests

New Zealand Avocado launched the start of the season in Japan on September 27 with a media event held at the New Zealand Embassy in Tokyo. Ex All Black Jerome Kaino was on hand to extol the virtues of avocados to the 58 Japanese media present and also in attendance was Japan’s Ms. Rui Watanabe, who is 2007 Miss World Japan and 2008 Miss Universe Japan finalist.

Media were treated to an avocado buffet lunch and were sent away with avocado information and samples of fresh fruit, Fressure Foods Guacamole, and Grove and Olivado avocado oils.

Nadia Lim demonstrates New Zealand Avocado recipes at media launch

On November 1 New Zealand Avocado hosted a fabulous event in Auckland with more than 30 media, where newly appointed avocado ambassador Nadia Lim took guests through two of her newly created avocado recipes. Throughout her 30 minute demonstration she gave a very impressive commentary extolling the virtues of avocados. She chatted amongst the food writers for a further hour as those attending sampled the avocado, water melon and feta salad; and avocado and prawn salad, followed by avocado and mango gelato. All recipes are posted on the NZ Avocado consumer website.

Avocado industry hosts delegation from India’s Ministry of Agriculture

A delegation from the Department of Agriculture and Co-operation in India was in New Zealand for bi-lateral talks across

a number of industries, and MPI had suggested they visit pipfruit and avocados while they are here.

Ashby Whitehead and Jen Scoular hosted Mr Singh and Dr Sharma (and two NZ Ministry for Primary Industries officials). They learnt a lot about the ministry in India, and also chatted about how we might market avocados there.

Growers join techs in NZ Avocado labIt was great to see growers in the lab recently after our invitation

to join Glenys and Adam as they assessed fruit from the Sunny trial. The objective of this one season trial is to investigate the effect of Uniconazol (plant growth regulator) on avocados in New Zealand conditions.

Harvesting the fruit for this evaluation was challenging from a logistical point of view as the technical staff were harvesting, weighing and assessing fruit from approximately 232 individual trees. We really appreciated the help of our growers and their staff to get around these issues.

New cultivar trial set upAlvaro and Bart recently joined Ron and Chris Bailey to plant

the latest cultivar trial, at the Bailey’s orchard in Te Puke. In all 108 new cultivars, a combination of six different rootstocks and three fruiting cultivars were planted on a ¼ hectare area. Evaluation of the health and performance of the trees will be reported during the next ten years. This trial complements a trial in Mangawhai, one in Maungatapere and one in Houhora in the Far North.

Primary Growth Partnership Business Case submitted The New Zealand Avocado team has been focussing on getting

the primary growth partnership business case completed – a massive task – but the preparation to put this together has shown that the opportunities available to New Zealand are fantastic. PGP investment into our industry would better allow us to make a step change, to leverage the opportunities available and to develop a profitable industry.

Copies of the business case were sent to the Investment Panel and MPI on 23 November for their consideration before the business case is presented in Wellington on 17 December by Jen Scoular.

Glenys Parton – Manager Projects, New Zealand Avocado, with growers Richard Still, Quinton Lankshear and Kay Still assessing fruit in the NZ Avocado lab.

Jerome Kaino, ex All Black, Ms Rui Watanabe, 2008 Miss Universe Japan finalist and Jen Scoular.

Nadia Lim demonstrating her Avocado recipes at the the recent media launch.

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A preference for small fruit, growing awareness of the health benefits of avocados and low per capita consumption, means Japan is a market with significant potential, New Zealand avocado exporters believe.

Annual avocado consumption in Japan is currently 45,000 tonnes (8,181,818 trays) or 351 grams/person or one piece of size 16 fruit a year, so with a population in excess of 12 million, there’s potential to grow New Zealand sales by encouraging even just a few more people to buy our fruit.

If consumption grew to 500g/person, a total of 64,000 tonnes (11,636,363 trays) would be sold, says Mark Yortt of NZAVO.

“By increasing sales to one kilogram per person 128,000 tonnes could be sold (23,272,727 trays). A five per cent share of this consumption level would result in 1.164 million trays of sales.

“The focus for New Zealand must be differentiation, niche positioning, strong promotion to increase awareness of our avocados, and gaining market share off Mexico.”

Volumes of New Zealand fruit exported to Japan have fluctuated because of the biennial bearing nature of the trees. This season it is estimated 328,751 trays will go to Japan, a drop from 371,896 in 2011, the highest volume to date. In 2010 the figure was 99,974 trays, well down on the 235,551 of 2009 which in turn was substantially up on the 97,337 trays sent to that market in 2008.

AVANZA Japan market spokesman Steve Trickett says the reliability and consistency of supply from one season to the next is a key determinant of success in Japan.

“AVANZA asks growers to bear this in mind when making exporter selection decisions.”

Seeka Fresh manager Annmarie Lee says there is significant potential for the market to grow as consumers become better educated about the health benefits and options of how to use the fruit.

“The best opportunity is for the smaller sized New Zealand fruit which securers a lower return form other markets.”

Mark says Japan is a relatively immature market. “Consumption is increasing. Purchases are made at retail

(supermarkets), supplied direct by importer/distributors or smaller stores through the wholesale market. Consumers are very quality conscious and are prepared to pay a premium.

“The future for New Zealand avocados in this market is supplying quality and differentiating our avocados around food safety (Avogreen), sustainability, high dry matter/oil content and health and nutrition.”

Traditionally consumers have preferred small fruit (30 count and some 24 count) because of the lower price point. This has suited Mexico, which has around 92 per cent Japanese market share and actively promotes small fruit to this market. Chile has adopted the same strategy, says Mark.

“Consumers prefer ripened fruit, having moved away

Japan – small lift in consumption – big gains for avocado growersI Market Focus I

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from green hard fruit. This indicates the market is becoming more mature and sophisticated.”

Steve says Japanese avocado consumers are many and varied.

“All have an acute awareness of and desire for safe, healthy and nutritious foods. Avocado fits perfectly to meet their needs. Over the past seven years AVANZA has undertaken a range of promotional initiatives and consumer messaging, covering as broad a population base as possible.

“This season we have targeted young and expectant mothers with a simple ‘food for babies’ message.

“Japan avocado consumers are also very discerning about taste and texture and so the higher oil content and creamy texture of New Zealand avocados has been an additional feature of AVANZA point of sale material.”

Annmarie says Japan’s consumers buy fruit and vegetables daily and look for high quality, fresh produce, a profile New Zealand avocados fit well.

“Demand for avocados is increasing as consumers are becoming aware of the health benefits.

Top end marketSeeka, through its distributor Fresh

Systems, is supplying the top end market with high quality fruit and securing a significant premium over Mexican fruit.

“The Mexicans have traditionally supplied small fruit to the market (larger Mexican fruit goes to the USA) and so the market is accustomed to small size fruit consumed on the day it is purchased.

“Seeka’s distributor Fresh Systems is investing heavily in consumer education to grow the market. The emphasis is on the health benefits of avocados,” Annmarie says.

Mark says while Mexico is the dominant player, Chile is trying to increase market share by predatory pricing. New Zealand occupies a small niche position and has managed to command a premium but this is being eroded by Mexico’s extremely aggressive and competitive pricing strategy.

“Mexico is shipping small fruit for 10 months of the year. They are being very aggressive and buying market share. To

counter this, NZAVO is shipping high dry matter fruit, differentiated by its brand and sold into high-end supermarkets. Our supply season is from late September to early January, so we are not in the market for eight months of the year. This lack of presence gives Mexico a distinct advantage and enables them to gain importer/customer loyalty.”

Aggressive pricingMexico’s September 2011 opening

prices were 2200 yen. By mid-season, (November/December) that had dropped to 1000 yen. The September 2012 opening price was1600 yen and by mid-November it had fallen to 850-900 yen, which Mark says clearly demonstrates the Mexican strategy “and New Zealand would have to exit the Japanese market at CIF values below 1100 yen”. (The 2011

exchange rate was 60 yen to NZD and in 2012, 65 yen to NZD.)

Steve says this season’s large crop from Mexico means they have been very aggressive on price and significantly up on volume.

“Pricing has been down at levels not seen for many years, as low as 800-1000 yen per tray CIF Japan port. In more recent seasons, even with increasing import volumes, pricing has more typically been stable in the 1250 to 1400 yen range from Mexico, with New Zealand happily commanding a 15 per cent-plus premium above those levels.

“This season we have had to fight to maintain retail commitments and with a shorter crop of our own and other better value options elsewhere, be more selective on which customer orders to pursue.

“We must maintain a presence in the market and have had to work at lower levels than we would like, but have still achieved a decent premium over Mexican values.”

AVANZA fruit is sold to importer distributors who then generally supply

targeted retail chains on a programme basis, with very little fruit consigned to the wholesale market sector.

“AVANZA currently has three importers in Japan who between them serve a range of mainstream retail accounts as well as some food service and online catalogue shopping vendors. The importers either have their own storage and ripening facilities or contract these services typically at port warehouses.

“Fruit is received, QC checked, ripened and repacked before being distributed to the retail customer. Retail prices typically range from 98 yen per piece for size 30 on promotion, up to 189 yen per piece for standard retail price, higher again for high-end department store type retail outlets where fruit might be used as a gift. This season, with the Mexican supply thrust, retail prices at mainstream retailers were


Outlet networkSeeka’s distributor Fresh Systems


“The fruit is supplied daily to all the small retail outlets and to major restaurants,” says Annmarie.

“Seeka technical manager Jonathan Cutting has been working with Fresh Systems in ensuring their ripening programme is adjusted to suit the New Zealand fruit characteristics and ensure the fruit is presented in to consumers in the best possible manner.”

Seeka sees significant potential for the market to grow.

“Seeka has supplied 30 per cent of the New Zealand fruit sold into Japan this year, although its share of the New Zealand export crop is less than half of this.

“The company is commitment to working with Fresh Systems to grow the market and has a commitment from them to grow the volumes they take from Seeka significantly again next year.”

NZAVO has been set up to collaborate in the Japanese market and includes Freshmax, JP Exports and NZAML. It has three importers representing it in the Japanese market.

By Elaine [email protected] – small lift in consumption – big gains for avocado growers


Outlet network


Japanese Avocado market:12,781,277 people45,000 tonnes (8,181,818 trays) of avocado consumed per year351 grams of avocado per person per year328,751 (approx.) trays of NZ fruit exported this season

24

“Due to supply shortfalls, consolidation around one importer has been necessary this year.

“NZAVO will look at its distribution for next year when some certainty of crop volume is known but is confident that its existing distributors have the capability of managing a significant increase in volume.

“NZAVO retains a Kiwi ex-pat as its in-market representative. This person has lived in Japan for 18 years and is an expert in the Japanese fruit business. Having a local presence is efficient for NZAVO and gives our importers a local point of contact,” says Mark.

AVANZA also believes that the Japanese market continues to show tremendous growth potential. While market conditions have been difficult this season, a positive outcome is the fact that the market has been ‘pushed’ to consume a projected record 9,000,000 x 6kg tray equivalent, says Steve.

“Ten years ago a shopper might have struggled to find an avocado at retail and knew very little about how to handle or consume it. Japan has emerged to become the world’s fourth largest importer and consumer of avocados.”

While Mexico has played a big part in market development, AVANZA and its growers, with support from New Zealand Trade & Enterprise funding, have invested hundreds of thousands of dollars in developing a consumer base.

“New Zealand is a favourable and often preferred place of origin for safely grown tasty primary produce and AVANZA ensures this point is leveraged at every opportunity when promoting our

avocados over Mexico or Chile. AVANZA remains confident that the Japan market will represent a significant part of our future exports as our crop volumes continue to grow,” says Steve.

“AVANZA engaged an in-market PR and promotions agency in Tokyo (Candlewick) three years ago to assist us with the implementation of our market development strategy and annual promotion plans. This has been a very successful and rewarding partnership for AVANZA and our growers, as our importer customers appreciate the in-market support of their initiatives in building more customers for avocados.

“As well as in-store demonstrations and tastings, Candlewick has focused on developing key food media relationships and exposure for New Zealand avocados in a wide range of publications which allow us to get targeted messages to a huge population. The Avocado Growers’ Association has also been utilising Candlewick for some specific projects in the past two years, such as the season launch at the New Zealand Embassy.”

AVANZA continues to invest in new initiatives such as the creation of the Avochan mascot and the AVANZA Japan website providing a comprehensive resource for consumers to tap into.

Seeka is supporting Fresh Systems by taking a long term approach to market development, increasing supply year on year and not looking to reduce supply for short term, high priced opportunities in another market, says Annmarie.

“Seeka is also supporting Fresh Systems marketing and education programme

and ensuring the quality of fruit supplied is superior to the Mexican fruit in the market.

“Seeka would like to thank its growers for the high quality fruit supplied this year. The company has adopted a policy of residue testing all orchards supplying fruit to Japan to ensure there are no residue issues in market.

“The Japanese have a stringent residue programme and have been experiencing some residue issues with fruit supplied from Mexico. In order to retain our premium pricing it is important we have no residue issues in market. Seeka is working with Fresh Systems to develop a market for mid-sized fruit for supply into the food service sector.”

NZAVO is taking a ‘New Zealand Inc’ approach to marketing.

“If we don’t adopt a united approach to this market we will never take market share off Mexico. The easiest growth we can make is taking some of Mexico’s 92 per cent,” says Mark.

NZAVO is working with New Zealand Avocado to support generic promotion and in market events and focusing on customer needs including through product differentiation (high dry matter fruit), branding and providing safe sustainably grown fruit.

“Promoting larger count sizes differentiates New Zealand from Mexico during the peak season period.”

In store promotion, sales aids/promotional material and hosting importer and customer visits to New Zealand are other ways in which NZAVO is working to build the market.

Japan – small lift in consumption – big gains for avocado growers Continued

26

Careful planning and 12 months’ preparation went into the development of what will become one of New Zealand’s largest clonal rootstock avocado orchards.

When Kevin Thomas and Danielle O’Connor wanted to grow avocados on a large scale they chose to move from the Bay of Plenty to Houhora in the Far North where biennial bearing is not such an issue.

They also decided to start from scratch and do it right. According to Avocado Industry Council scientist Dr Alvaro Vidiella, their attention to detail in establishing the 17 hectare orchard and its subsequent management look set to make it one of the country’s top 100 avocado orchards very soon.

“They are using fertigation and from what I saw on my brief visit, their management is very careful and well thought out. They spend a lot of time in the orchard and seem to be doing everything they can to get the best results.

“It is virgin soil and the contour is hilly, so there are no wet areas, and Dusa trees are planted beside Zutano trees, so it will be very interesting to see how they perform in the future.”

Danielle and Kevin (who is also a beekeeper) began the work of converting a former dry stock farm to an avocado orchard in 2009. The couple had previously owned a 2.5ha avocado orchard in the Bay of Plenty and enjoyed the trees but starting from bare land was a whole new challenge.

The soil is mainly Houhora sand which drains freely, but with a hard pan underneath which had to be broken before the trees were planted. It is lacking in essential nutrients so the couple installed a fertigation system, using bore water.

They decided to plant Hass on alternating, Dusa and Duke 7 clonal rootstock and Zutano seedling rootstock. The planting distance is 7.5m x 3.75m.

“The plan is that as the trees grow we can cut out whichever trees are not performing the best. Currently it’s looking like that will be the seedlings,” says Danielle.

The clonal rootstock were chosen for their

Houhora avoscene dec 2012Captions:Houhora orchard avoscene dec 2012 -01The way it was – the avocado orchard Kevin Thomas and Danielle O’Connor have

developed in the Far North was once a dry stock farm.Houhora orchard avoscene dec 2012 -02Starting from scratch – getting the infrastructure in place.Houhora orchard avoscene dec 2012 -03-04The young trees were initially protected by cages.Houhora orchard avoscene dec 2012 -05By 2010, the orchard was beginning to ‘fill out’ and take shape.Houhora orchard avoscene dec 2012 -06-07-08Three metre high white artificial shelter has been installed to protect the trees and reflect

sunlight.09/10/11 – Growing avocados on a larger scale – Kevin Thomas and Danielle O’Connor.

I Avocentric I


27


tolerance to phytophthora root rot and increased fruit yield.

“The clonal trees appear to be growing at an even rate. It was a bit of a risk planting Dusa as it’s a new rootstock for New Zealand, which is why we planted Duke 7 and seedlings as well. However, the way it is looking I think this will be a 100 per cent clonal orchard before too long.”

The trees were initially protected by cages but once the cages were removed, the windy and stormy nature of the coastal site became obvious. It was then that Kevin and Danielle installed the 3m high, long run artificial white shelter between every second and third row. “We had a choice of white or black shelter and decided that the white might help reflect light which could benefit the trees, so we went for white.”

In the first year the orchard produced 1600 trays of fruit. Last year that had increased to 8000 trays with the hope of more than doubling that figure in the current season. So far none of the orchard’s fruit has been exported but Kevin and Danielle know, as the trees mature, that will change.

This season they have used the plant growth regulator Sunny for the first time and are unsure how it will affect yield.

While the trees are still relatively small, picking is done from the ground but in future elevating work platforms will be needed. The plan is to keep the trees to about six metres in height but so far no pruning, other than skirting up or the removal of misshapen or damaged branches, has been required.

The couple spend between them around 60 hours week in the orchard, in a routine which works well with family life and beekeeping. The only time outside labour is needed is during harvest.

Because they spend so much time in the orchard, both are keenly aware of what is happening to the trees. Danielle monitors pests closely.

“The pest problem can be quite explosive in the north, so we need to be watchful.”

The nutrients delivered to the trees through fertigation are mixed on site. Following a good deal of research, the couple have come up with their own formula which includes trace elements.

“There is not a lot of information available but we have had good help from the HortiCentre and Fruitfed to figure out what we need.”

Weed mat has been laid beneath the trees and the grass is kept down with a mulching mower and weeds controlled by boom spraying.

Kevin and Danielle have no regrets in their decision to move north.

“We are enjoying living here, the lifestyle, the climate and the people.”


Accusations of spray drift have recently caused friction between some avocado growers and neighbouring residential property owners, particularly in the Bay of Plenty, where steady population growth makes close neighbours of commercial orchards and residential blocks.

The issue is unlikely to abate as the trend to subdivide rural land into urban and lifestyle blocks continues.

The urbanisation of productive rural land areas has been game-changing for avocado orchardists, who now find themselves operating in close proximity to residential properties and public amenities such as schools and sports facilities.

Bethlehem pharmacist and BOP District Health Board member Mark Arundel says spray drift can be a very emotive issue for people, but questions where the scientific evidence is to be able to form a considered conclusion around risks.

“You’d have to look at the medical research and evidence around any negative effects [from spray contact],” says Mark.

“Our average life-expectancy has increased 10 years over the last 30, so in general we’re not doing too badly. It’s also important to look at the quality of life, and from a medical perspective, limit the incidence of disease.

“There are rules in place [for orchard spraying], and it makes sense to minimise [spray] contact. It’s better to be cautious, but I’m not informed enough to comment on health risks in any specific way.

“Living in an orchard community I see that people are extremely cautious and are very responsible around spraying – we have to be able to do what is necessary to produce our food crops.”

New Zealand Avocado sees grower education, and the fostering of good communication between orchardists and neighbours, as essential to avoiding future problems.

There are 1600 commercial growers nationwide, with 70 per cent in the Bay of

Plenty and the majority of the remaining 30 per cent in Northland. Only about five per cent of growers grow organically.

“Better communication and education is the way forward as increasing numbers of orchardists find themselves spraying in areas not exclusively horticultural,” says New Zealand Avocado technical manager Dr Henry Pak.

“It’s a bit of a tight rope to walk here. Growers are legally entitled to use registered sprays provided methods fall within the rules and regulations of the council’s ‘Air Plan’ for the discharge of agrichemicals.

“Orchardists need to be very mindful of ‘sensitive areas’ by timing spray activities with conditions that will carry any spray drift away. You need a little bit of wind to assist with that.

“In reality, neighbours have no legal right to put restrictions on growers – communication really is the key to living harmoniously.”

New Zealand Avocado follows up all enquiries and complaints about orchard spraying, and solutions are generally found through mediation. There are usually only two or three difficult situations arising annually, but New Zealand Avocado anticipates an increase with more pressure on growers in the future, says Henry.

BOP Regional Council pollution prevention officer John Morris advises orchardists to do all they can around preventing spray drift problems; not just adhere to the minimum requirements.

Avocados are more difficult to spray because the height of the trees and the large amount of foliage, and aerial spraying is often the most effective.

The thin green line I Spray Issues I

29

“The rules for aerial spray are more stringent. Notification requirements need to be made further afield - 200 metres, rather than usual 50 metres for ground applications.

“Since helicopters are often used in the application of spray to avocado crops, the activity is far more noticeable to neighbours, and there is more chance of spray drift.

When sprays are being applied, people are advised to avoid all direct exposure: by shutting windows, and staying indoors, or leaving the property for a few hours. It’s also advisable to disconnect any water collection system, and bring washing in.

“At the end of the day, the regulations are the minimum guidelines. We want to be looking at ‘best practice’ possible,” says John.

A Spray Focus group made up of members of the BOP community, industry, and regional council staff was formed in 2009 to look at alternative ways of dealing with community concerns.

“The group has been very successful in reducing complaints in relation to spraying,” says John.

“It’s been focused on the kiwifruit industry, but we’ve discussed that an offer should be made to the avocado industry to be involved.”

The Spray Focus group aims to promote better communities through information sharing and communication, and encourages resolution through mediation.

Cuzzie Cones A community initiative has evolved from

the Spray Focus group with the combined efforts of the BOP Regional Council and

Tommy Wilson of the Te Puna Piritakau Hauora Iwi, producing the ‘Cuzzie Cones’ programme to educate and protect children from orchard sprays.

“Cuzzie Cones was introduced in September this year. It’s a community-managed and owned warning system that is simple and effective,” says John.

Orchardists issue the required spray warning at least 12 hours in advance, and many will contact schools, kohanga reo, marae and other community-based groups within their area.

Property owners then place Cuzzie Cones along the boundary of the orchard to warn children that the orchard has been sprayed and they should not enter or go near it. The cones stay in place until it is deemed safe to re-enter the orchard.

Tommy Wilson first presented a short lesson to Te Puna School, and then held a talk with community groups and families in the area to launch the programme.

“We’ve had really good feedback - and the kids know not to take short cuts through properties when the cones are out –The Cuzzie Cones programme was developed for the local kiwifruit orchardists, but I think it could be really useful for other regions and avocado orchardists to get involved.”

Less spraying “There has been a definite move towards

less spraying over the past decade, but no two years are the same due to seasonal variables. The positive news is that the volume of organophosphate sprays used has lessened further with the wider subscription to the AvoGreen system over

the past 12 months,” says Henry. AvoGreen is an auditable, avocado

production system which ensures pesticides are only used when absolutely needed. The decision to apply a spray is made only when pest levels exceed a predetermined threshold.

The system is an internationally recognised approach and has been place in the New Zealand avocado industry since 2000, following a five year trial period, with about 50 per cent of growers joining voluntarily during the last 10 years. Since the end of the 2011 export season membership has become mandatory for all avocado export growers.

“AvoGreen is an international standard to help with future market access. Rather than necessarily opening up new markets, it’s about it creating a point of difference for New Zealand fruit,” says Henry.

“AvoGreen encourages the shift away from organophosphates to the use of more selective chemistry.”

All avocado growers are required to be accredited with the Grow Safe standard, and must attend the Grow Safe course at least once every five years to be certified safe to use agrichemicals. This requirement also complies with the Avogreen system.

An important part of the Grow Safe plan is the notification of neighbours, and understanding the dynamics of spray drift and what can be done to minimise it.

“It’s in everybody’s interest to keep good relations with neighbours,” says Henry.

Any potential risk posed by spray drift has dissipated after two hours when the spray has settled and dried: fruit is then safe to be handled.

By Felicity RobertshaweJournalist

The thin green line

30

As crop volumes increase, it is critical that we have fruit available which we can freely supply to our developing markets without having to deal with the constraint of chemical residues and associated market restrictions.

The introduction of AvoGreen in 2011 was a step towards improving our market access through the reduction in chemical use and a lessening of the use of broad spectrum pesticides. Over the last ten years there has been a reduction in the use of problematic chemicals through the introduction of better chemistry and greater grower accountability towards spraying through the justified application which is mandatory in the AvoGreen programme. The following describes the changing trends in spray usage on New Zealand avocado orchards.

One of the key reasons for introducing AvoGreen to the industry was to improve market access by reducing residue levels on fruit through more appropriate choice of chemistry for pest control. The majority of pesticide residues on avocados are accounted for by two chemicals: chlorpyrifos and pirimiphos methyl. These are both based on old chemistry (organophosphates) with a broad spectrum of activity that does not discriminate between target pests and beneficial insects. They can also be very persistent, which is why they account for a high proportion of the residues detected.

The industry has embarked on a project to establish maximum residue limits (MRLs)

for some of the chemicals that are causing difficulties in accessing these new markets. This involves either establishing an import tolerance for a specific market/chemical or alternatively establishing CODEX MRLs for those countries that recognise CODEX. Either way, this is an expensive process and requires us to select those chemicals for which we can extract the maximum benefit for the industry.

The selection of suitable chemicals to include in the MRL study has also been complicated by the Environmental Protection Agency review of the use organophosphate and carbamate pesticides in New Zealand that is now nearing completion. This has been a lengthy process with the potential to see chemicals withdrawn from use. This uncertainty has hindered the choice of chemicals for inclusion in the MRL study. EPA is in fact proposing that two chemicals be withdrawn from use: pirimiphos methyl with an 18 month phase out period and diazinon with a 10 year phase out period. These decisions should be finalised by March 2013.

In order to maximise value to the industry it is essential that we include chemicals in the MRL study that will be commonly used on avocados during the next 10 to 15 years, especially given that the process for establishing an MRL may take up to five years to complete. We have therefore looked at the trends in use of individual chemicals based on the information captured in the electronic spray diaries.

The relative usage of each chemical is shown in the graphs on this page. Each graph shows the percentage of the total number of pesticide applications on avocados which that chemical accounts for.

The chemical name is the name of the active

ingredient. This information has been taken from the electronic spray diaries going back to 2002.

It is obvious that there have been some substantial changes in chemical use during this time. Some of the more problematic chemicals such as chlorpyrifos (e.g. Lorsban) and pirimiphos-methyl (Attack) have shown a large reduction in use. In the past chlorpyrifos was the most commonly used pesticide on avocados and accounted for one out of every four pesticides applied. Now the figure is closer to one in 20 applications.

There has been a corresponding increase in some of the new more selective pesticides such as abamectin (Avid) and thiachloprid (Calypso). While abamectin use may reflect the increased pressure from six-spotted mite that the industry has suffered during this period, growers have moved away from broad spectrum options and are focussed on a product that specifically targets six-spotted mite. The fact that it also has the advantage of some activity against leafroller will undoubtedly have helped the uptake of this chemistry.

The rapid uptake of the newer selective chemistry is encouraging and a very positive move when we calculate the overall chemical footprint of our industry. It shows that growers are taking a number of factors into account when deciding on chemical choice, and not just the cost. Although the newer chemistry is usually expensive, it is very effective, and works out to be cheaper if you take the end result into account i.e. a higher pack-out rate. It also means that we have to rethink those chemicals that will be of concern in five to 10 years time in terms of access to Asian markets.

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Picking our brains is all part of the service

www.skeltons.co.nz

Trusted advice without the hard sell

When you need unbiased advice, talk to the Skeltons technical team.

Our philosophy is simple: to provide the best advice to the grower without the hard sell.

We have the knowledge and expertise to help maximise crop production and increase your bottom line.

And we’ll share it free of charge.

Call our experienced technical team;we’ll come to you:

Northland John Lees 027 612 1562 Helensville Maria Fathollahi 027 704 9263 Pukekohe Steven Dass 027 457 2742Bay of Plenty Mark Loeffen 027 705 6215Waikato Brett Turner 027 660 1165East Coast Joe Lenaghan 027 555 6080Hawke’s Bay Chris Herries 027 443 3910 Wairarapa Sam Black 027 227 2052 Wanganui Frazer Clarke 027 200 0025 Organic and Biological Unit Gareth Ingram 027 511 8097

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Have your say on the Industry Export Marketing Strategy (EMS) for 2013

The industry EMS is up for review February 2013. Submissions from growers, packers and exporters are due Friday 1 February 2013 at 5pm.

For more information on this process, please talk to your NZAGA Rep or Jen or Edwina at New Zealand Avocado or view the information at http://growers.nzavocado.co.nz/index.php/pi_pageid/324

New Zealand Avocado staff contact during the Christmas period

The office will be closed from 24 December to 4 January. However, should you have urgent queries; the following staff will be on call:• Jen Scoular (CEO) –

mobile 021 741 014• Edwina Aitchison -

mobile 021 977 890 (contact for Spray Diary help)

Commodity Levy AuditAs part of our duties under the

Commodity Levy legislation, we will be working with the auditors during the next few months to complete a Commodity Levy audit.

Under the Commodity Levies Order (2007) an audit will be conducted by KPMG Tauranga, as appointed by the Minister for Primary Industries.

We will be communicating with a range of sellers of avocados and will deliver information notices to road side stalls and farmers’ market reminding sellers of their obligations under the legislation

Library Tray ReportsTo see the reports for fruit that

has completed green and ripe fruit assessments, go to the industry website www.nzavocado.co.nz, click on Packing-Exporting in the top menu and then click on Library Trays found in the drop down menu and then follow the links.

If you do not know your Username and Password, please phone AgFirst, 07 549 1044, for assistance.

The library tray reports are updated on the website fortnightly throughout the season.

Text RemindersWe able to text you reminders for

important events. If you change your mobile phone number or have not given us one previously, please email your current mobile phone number to Jo, [email protected] or phone 0800 286 2236.

Growers - are you connected?Don’t miss out on important updates

and industry information; make sure you register your email address with New Zealand Avocado to receive AvoConnect - the NZ Avocado industry e-newsletter. Phone 0800 286 2236 or email [email protected] to register.

Important note: To avoid AvoConnect being blocked or ending up in your junk email folder, make sure you add [email protected] to your email’s “Safe Sender List”.

Grower letters in AvosceneIf you want express a view or ask a

question (technical or other) that you would like other growers to read in Avoscene then please contact us.

The deadline for letters to be featured in the upcoming March issue of Avoscene is 1 February 2013.

All letters must be 300 words or less.New Zealand Avocado reserves the

right not to publish any material which may offend readers and may reject or edit any letter.

Forward your letter to Jen Scoular at [email protected] or fax to 07 571 6145 or you can post to Avocado Industry Council, PO BOX 13267, Tauranga 3141.

New industry websiteWe are making changes to the industry

website and aim to have the new site in place by the New Year.

Team Avocado wins top Australian retail Award

Team Avocado has won the 2011 Woolworths Ltd, Supplier of the Year Award for produce.

The program is conducted through the collation of scores on each supplier’s performance across various areas of Woolworths’ business such as Buying and Marketing, Finance, Replenishment, Stores, eBusiness and more The awards were announced at a ceremony in Sydney on the 18th of November.

Team Avocado’s Alistair Young said getting an export quality avocado from a tree in New Zealand to someone’s table in Australia was “a precise logistical process involving the efforts hundreds of people”.

“From paddock to plate, this award really acknowledges a mammoth team effort involving Team Avocado growers, pickers, packers, ripeners in Australia, the Woolworths Ltd Produce Teams in Australia, and our exporter Southern Produce Ltd said Mr Young.

Mr Young credited Woolworths Ltd Business manager Malcolm McLean for his “tireless pursuit of growth in the Avocado category and the perfect avocado for his customers.”

Team Avocado began supplying avocados to Woolworths Ltd in 1994, and now in 2011 we’re the produce supplier of the year.”

Team Avocado also is very proud to be working with three very dedicated ripening and logistics companies in Australia. Fresh Produce Group in Sydney, Murray Brothers in Queensland and Valley Fresh in Melbourne. “ These guys deliver 7 days a week, pre-ripened avocados to 6 Woolworths distribution centres in 4 states” They in conjunction with Southern Produce Ltd are a critical component of Team Avocados supplier success with Woolworths Ltd.

“Winning the award is an awesome achievement and I’m incredibly proud to be a part of it.”

Industry News

34

AU: Early finish to southern avocado harvest

Avocado growers along the Murray River have had the earliest finish to the season in two decades, following falls in yields in northern Australia.

Avocados Australia’s tri-state regional director, Nick Hobbs, says in a normal year, those in Victoria, the Riverland and southern NSW would see the harvest continuing until the end of the year.

But he says those in the southern states have made the most of the crop shortfall elsewhere in the country to finish early.

In a season with double last year’s prices, Mr Hobbs says, it would have been nice to have more fruit to sell.

“Someone else’s misfortune becomes your fortune, in that Queensland crops for the winter were well down,” he said.

“The La Nina season with extremely wet weather had sickened some trees and dropped their yield.

“Guys in central northern NSW had some poor harvest fruit set conditions and have got very light crops. So it’s a basic supply and demand.”

16 November 2012 www.abc.net.au/rural/news/

AU: Record avocado pricesSome of the best avocado farmgate

prices on record for winter and spring largely went begging for NSW growers, whose farms produced crops up to half their normal size on the back of poor seasonal conditions.

Only 150,000 5.5 kilogram trays came out of northern NSW this season, down 50 per cent, with yields badly affected by wet flowering last spring and continuing excessive rain during the summer growing season.

For the same reasons, production from the central NSW growing region between Grafton and Sydney was down 40pc, with about 450,000 trays sent to market.

The Murray-irrigated Mildura Tri-State region was in a cyclical poorer yield season and turned off about 300,000 trays compared to last season’s 600,000.

Despite slightly above-average yields in Queensland, the drop in supply was enough to push prices to $35 a tray for larger fruit and standard trays were still trading at the very solid $30 mark.

Prices to growers last year, when bumper crops were picked, bottomed at $14 a tray.

Avocados Australia’s northern NSW representative Tom Silver, Alstonville, said he could not remember seeing prices that high during winter in his 25 years of growing avocados.

“The wet seasons have taken a big toll on tree health across the northern NSW region with an increased incidence of root rot disease and orchards generally looking less healthy,” he said.

“The dry spell this spring, however, has meant there has been the best fruit set for three years and the hope is for a big crop next year.

“The major chains have been very supportive of Australian products and the beauty of short supply is that fruit moves quickly so quality is very good, which assists the long-term marketing of avocados.”

Western Australian avocados are now dominating the market, with 230,000 tray equivalents supplied to key city markets around the country last week.

WA is expected to harvest its largest-ever crop at more than three million trays this season, which continues until March.

Avocados Australia chairman Jim Kochi, Atherton, Queensland, said the bumper western crop could be attributed to excellent seasonal conditions and increased land moving into avocado production.

“WA fruit has been on the market since the end of September, but there is no oversupply and prices are expected to hold at that level through until next autumn,” he said.

“Consumer demand has increased to the point where the supply demand balance is now about 200,000 trays per week – up 50,000 from what it was five years ago.

“We know when supply drops to a

level where the retail price goes too high there is a negative effect on demand, but this season has shown if quality is good consumers consider $2.50 to $2.80 per piece of fruit to be good value.”

Queensland produced more than four million trays this season – slightly above average courtesy of strong yields in the north of the State.

Across the eastern States, flowering conditions and fruit set has been positive, and, while the dry run is testing water sources, growers say crops are on track to be heavier next year.

Tri-State industry representative Nick Hobbs, Renmark, South Australia, said there was now a swing towards increased avocado production in his region with the crop expected to grow in the next five to 10 years.

15 November 2012 www.theland.farmonline.com.au

Kenya: Avocado export “well managed and co-ordinated”

Many Kenyan avocado growers have only a few trees and deliver their produce to one of the few central pack houses in Nairobi. They produce a product very close to being classified as organic, but they do not have the knowledge to achieve this. Many are Global Gap certified and they keep thorough records of product spray programmes. The avocados grow in the most ideal conditions in the world, right on the equator and some high up in the mountains, so very little is required for crop protection, making it almost organically produced.

All Kenyan avocados are shipped in CA (Controlled Atmosphere) containers to Europe. It is a difficult operation as ships have to go wide avoiding the Somalian pirates. The fastest route is via the Middle East, through the Suez Channel directly to Algeciras and then Antwerp. Many “briefcase operators” have tried in the past to act as go between and producers lost money. Today it is different; it is well managed and co-ordinated. The


35

onslaught of Peru, who now supplies large volumes of avocado to Europe, has necessitated the Kenyan packer to be more advanced and equipped to compete. Modern packing equipment has been introduced, upgraded packing material consisting of laminated cartons and close working conditions with shipping companies have made Kenya ready to compete with the world. The Kenyan season starts in January and goes on right up to the end of September. Unlike Peru, Kenya only focuses on Europe and therefore is guided fully by their European clients.

Anton Bothma from Eagle Fruit Alliance, “After more than 30 years in fruit exports to Europe, I find that trading with avocado is much more difficult than trading with other popular commodities like apples, grapes or citrus. Not many European importers want to deal with exotics like avocado. A few weeks ago we invited all our main clients in Europe to visit all our packers. For them it was an eye opening experience to actually see the development and experience that have gone into packing avocado in Kenya.”

He goes on to say that the most valuable thing about Kenyans, is their loyalty and keenness to learn from European traders on what the market wants. Experienced avocado dealers like Oscar Ramirez from Spain and Marcel van Rooijen from Holland gave valuable talks in Nairobi and their advice was welcomed by the packers. “We also had producer/exporters from South Africa and soon it became clear that Kenya has a valuable role to play in the European arena. One important lesson was that traders in Europe should be careful who they deal with. With so many “brief case” exporters, it can quickly lead to disappointments and give the true Kenyan packer a bad name.”

The most popular variety is Hass. Up to now Hass produced in Kenya was rather small in size and Anton says this had to change. It was achieved by attending to

production technologies. Kenya also has good volumes of Fuerte which has good fruit size. Fuerte is less popular on the European Continent and many trees are being drafted over to Hass as well as new plantings that are being done.

During the flowering season of the early crop, it rained a lot in the production areas. This resulted in less early fruit, but on the other hand, it will allow the trees to produce bigger fruit.

“The weather is good and the main crop shows signs of a vintage season that lies ahead. From now on we need the occasional rain from time to time so that the fruit can really grow big. We are busy installing a new packing machine imported from Israel and we are getting ready for the new season which is quite exciting. In fact the next job will be to appoint more trading partners to share this excitement with us.

“So we take our hat off for the Kenyan packer who is not buckled by pirates who wants to steal their ships, nor is he bombarded by doom and gloom hearing every day that Peru will soon push them out of the market. We took note, we got our house in order and we adjusted….we are ready.”


Peru: Avocado exports in 2012 did not grow as projected

Earlier this year it was estimated that exports of avocados in the 2012 campaign would amount to 120,000 tons, which would generate USD 200 million, but due to early fall and spots on the fruit, only 90,000 tons were shipped (USD160 million), 10,000 tons more than in 2011 which was of 80,000 tons and also accounted for USD 160 million.

In this regard, the president of consultancy company Inform@cción, Fernando Cillóniz Benavides, said the “very high” percentage of fruit fall before maturity was due to a management problem, prompted by weather, which led to lower production per tree than that of last year.

“Although Peru increased its exports of avocados this year compared to 2011, reaching historical records, it was mainly due to the entry of many new orchards that are not yet commercially productive,” he explained.

He also mentioned that the fact that this year there were more avocado exports, but the same yields, was due to a decrease in quality due to black spots present in the fruit.

Also, Fernando Cillóniz said the presence of such spots was a serious problem, since the product in the tree looks perfect, even in the process of cooling and packing the fruit has good color, that is why he noted that the deficiency occurs between the packing plant and the port of destination

“It’s definitely a postharvest problem, but it can involve many other things, maybe it was incorrectly harvested and suddenly there was a lot of moisture because it could be a fungus, it may not have cooled well, even the same containers could be infected by fungi,” he said.


Peru: US markets saturated with Mexican avocado

After finally being allowed to provide the US with their produce, avocado producers in Peru experienced a bitter setback last month, as avocados from California and Mexico have flooded the markets. So far, 10 years of waiting and negotiating have resulted in an export in which price levels dropped by 25%.

While Peru anticipated sending 50% of the available export to US markets, only a third (768 containers) was actually shipped. The surplus was diverted to Europe, where prices weren’t exactly soaring either.

José Antonio Gómez of Camposol, the number 1 exporter of Peruvian avocado, said that in spite of the low returns, Peru was forced to sell. Otherwise the surplus would have been devastating. “We are now hoping for Chile to open


36

up as a market,” he says. “Japan and China are also options.” Still, Gómez has high hopes for the future, now that US markets have had a chance to taste the Peruvian avocado.


Peru pushes for new avocado markets

The Peruvian avocado industry’s first full season entry in the United States didn’t go quite as planned this year, but representative body ProHass will continue promotional campaigns in the country. As exporters look for new options to absorb volume, they at least have the U.S. phytosanitary stamp of approval to help seal deals elsewhere. ProHass general manager Arturo Medina tells www.freshfruitportal.com that Chile, Mexico, China and Japan are high priorities right now, along with raising domestic consumption.

Medina says the 2012 season was difficult and next year could be too, facing big volumes from key competitors during its supply window.

“When we arrived we were very enthusiastic to be in the American market, but then we saw the market had a lot of Mexican and Californian fruit,” he says.

“So we encountered them and, caramba, we already had a program where we wanted to send them 50% of the volume

we had projected, and what we had to do was draw back and look to our natural market of recent years, which is Europe.

“We need to be looking at opening up new markets – not just looking at Europe and we don’t want to neglect the United States and will continue sending fruit there – such as Chile, Mexico, Japan and China.

He says the issue with Chile is that authorities ask for quarantine treatment, either as cold treatment or through methyl bromide application, which in the end damages the fruit.

“In Peru in 2009-10 we did a study that showed that Peruvian avocados did not have fruit fly. That finished satisfactorily with collaboration from APHIS (Animal and Plant Health Inspection Service), so fruit fly shouldn’t be a barrier for us in exporting to the world.

“In China they don’t have the habit of eating avocados so we would need to promote. We know that Mexico is doing promotions there, and we want to distribute – if we could get the Chinese eating more avocados it would be wonderful.

“Japan is attractive too, a good market, and Chilean and Mexican avocados are entering there.”

On the issue of Mexico, Medina says many importers from the country have approached Peruvian avocado shippers to capitalize on periods when the North

American country has lower production.“We hope to open at least a few

markets in the next year, this is our expectation. We are sure we will achieve this as there aren’t many reasons why they’d say no.”

Medina firmly believes in the potential of existing markets as well such as the U.S. and Europe. Around US$1 million was spent on promotions in the latter this season, of which around half was destined for Germany.

“We think Germany has a lot of potential, and that’s why we’re betting so much on them.

The Peruvian market is also a priority for Medina, where cultural hurdles still need to be overcome.

“In Peru we have an avocado called Fuerte, which is highly consumed at around 95,000 metric tons (MT) a year. People keep eating Fuerte avocados and they don’t know Hass avocados.

“Hass avocados were planted mainly for export, but what’s now starting, last year we began promotions so people understand there is this other variety.

“But it’s difficult as we are used to eating a beautiful green and smooth avocado, so if you serve up an avocado with black or a darker color, people think it’s gone off – a lot of people have this perception and it’s a barrier we need to get over.”7 November 2012 www.freshfruitportal.com

Avocado news from the world Continued

37

Japan: “The Best of New Zealand in Japan”

The New Zealand avocado industry got the perfect season-opening kick-start at its media event in Japan on September 27.

New Zealand Avocado chair John Schnackenberg and CEO Jen Scoular spoke at the event which was opened by the NZ ambassador Michael Sinclair.

“This was a wonderful celebration of New Zealand avocados and New Zealand. Fifty-eight Japanese media attended, and they were all very excited to learn more about our fruit – many were already big fans. The food at the event displayed the versatility of avocados and the media loved it.

“Having ex-All Black Jerome Kaino’s support also lifted the occasion. It was superb to have his super stardom backing and support for the industry at this key launch.

“Japan’s Ms Rui Watanabe, who is 2007 Miss World Japan and 2008 Miss Universe Japan finalist also attended, proclaiming her love of avocados. The local media also commented that New Zealand avocados look the most attractive in their stores, which was great to hear.”

Kaino enjoyed the event, saying it was great to be involved in promoting New Zealand avocados in Tokyo.

“The atmosphere was awesome. It made me very proud of New Zealand.”

Kaino, who now plays for Japan’s Toyota Verblitz team, epitomised the event’s theme – “The Best of New Zealand in Japan” – telling media of his liking for avocado and Marmite on toast.

Three New Zealand exporters AVANZA, NZAVO and Seeka have made their mark in Japan in recent years. They are a consolidation of the eight that were active in Japan last season as the NZ industry presents a more united approach to overseas marketing.

Representatives from Olivado, The Grove and Fressure Foods were also in attendance to show the best of New Zealand’s avocado products.

KoreaKorea is an emerging market for

avocados from New Zealand, but little is currently known about the market and the Korean consumer. We recently engaged a Korean-based consumer research agency to collect information on the current market, consumer consumption patterns, potential avocado consumers, and an analysis of the distribution channels.

This information will be utilised to inform marketing activities going forward and forms the basis for deeper research into the potential avocado consumer –how would they use avocado and what attributes of the avocado are they most drawn to.

A high level look at the Korean consumer

and the market for avocado has been undertaken and shows the following:

Consumer awareness of avocado in the Korean market is low. It would appear many consumers do not have a firm understanding of avocado at all and many of those that are aware of avocado do not know much about the handling or preparation.

There is clearly an opportunity to increase sales of New Zealand Avocado in Korea through a programme of consumer awareness building and education around preparation options and handling.

Hypermarkets are interested in promoting avocados as it presents a ‘new’ fruit /vegetable option which can, in the case of New Zealand Avocado, also be promoted during a period where there are not as many alternative fruit options available in the market.

Given the seasonal variance between New Zealand and the US and the difficulties with importing

Mexican product, there is a clear window where New Zealand Avocado is without competition from other imported avocados.

The retail price for avocado is high, in examples seen even slightly higher than imported mango per piece. This has been identified as a factor that could restrict the level of growth possible. However unless it becomes feasible to bring in product on a container base consistently, bringing down the price to the consumer will prove difficult out of New Zealand.

While there has been no evidence of a drop in the US product CIF price during the last year, with the completion of the

FTA with the US and implementation of a zero tariff rate starting next season, we may see a reduction in prices at both the wholesale and retail levels.

Promotions update

By Midge MunroNZ Avocado Communications [email protected]

New Zealand

Nadia Lim: ambassador activityWe were thrilled to announce in

October that celebrity Masterchef Nadia Lim is the New Zealand Avocado Ambassador for the 2012-13 avocado season. She is a fabulous fit for avocados due to her love of natural, healthy foods, and her high profile in the media.

Nadia is working alongside New Zealand Avocado to educate Kiwis on the many health benefits of avocados and how they can be used as an everyday ingredient to create nutritious and delicious meals and snacks.

Since winning the New Zealand Masterchef title in2011, the qualified dietician regularly contributes to Bite (NZ Herald), Food Magazine, the Healthy Food Guide, and has established her own popular website (www.nadialim.com).She is also working on a follow up to her acclaimed Nadia’s Kitchen cookbook.

New Zealand Avocado CEO Jen Scoular says having Lim positively endorse avocados and use them in her own recipes will bring enormous exposure to the avocado industry this summer.

“Nadia is extremely talented and is very enthusiastic about being an ambassador for avocados. NZ Avocado is very excited to have someone of her calibre and profile on board.”

Nadia has developed four avocado recipes exclusively for New Zealand Avocado – two of which she prepared for 30 media at the official avocado season launch held at Main Course in Auckland November 1.

The celebrity Masterchef says avocado is one of the most simple, yet versatile ingredients you can use in the kitchen, and she hopes to encourage people to try new and delicious flavour combinations.

“Avocados can be used in all types of cooking – from smoothies, to salads, on toast, pizzas, omelettes and even cakes and desserts. They’re also a great substitute for butter, margarine and mayonnaise,” Lim explains.

“I personally love avocados and I’ve just recently returned from France where avocados ‘avocat’ are eaten regularly and feature daily on restaurant menus. More and more Kiwis are now discovering how healthy avocados are and my goal is to inspire people to try new recipes and incorporate this wonderful fruit into their everyday diet.”

“New Zealand Avocado is a not-for-profit organisation and I’m really looking forward to supporting the work they do. Avocados are so good for you, they should be a staple food item in every Kiwi kitchen this summer,” says Nadia.

Nadia has given New Zealand Avocado some great promotion during the last month; she submitted an Avocado Raspberry Smoothie recipe which featured in November 12 Bite magazine (NZ Herald)), and an Avocado, Corn and Roast Red Pepper Potato Salad recipe for a NZ Herald issue November 26, plus she has written an article on good fats mentioning avocados. She will also be putting a salmon/avocado recipe in December’s issue of the Healthy Food Guide magazine and demonstrated at Taste of Auckland (November 12) using her avocado and mango ice cream recipe which she also demonstrated on TV1’s Good Morning show on November 15.

Nadia was also the star of the New Zealand Avocado media launch held in Auckland November 1. The event featured an opening speech from Jen Scoular and cooking demonstrations by Nadia, who gave an informative and entertaining commentary throughout.

Thirty media attended the event along with three local marketers, one packer and representatives from the Heart Foundation. Each took away a media kit with a CD of images, press release about Nadia’s involvement with New Zealand Avocado, fact sheets on avocados and industry, biographies of Jen, Nadia and Angela Berrill – our nutritional advisor, two fresh avocados, a Fressure Foods guacamole pack and a small twin pack of Grove avocado oil.

Thank you to Sarah McRae and Kim Fraser from Freshmax and Linda Flegg from NZ Kiwifruit for making sure we had beautiful ripe avocados available for the recipes and media goodie bags.

Feedback from media attendees shortly following the event:

Hi Jen – nice to meet you at last week’s presentation and I have to tell you that I was so inspired that I’ve eaten avocado every day since!! Need to buy some more today.

I made the watermelon salad with feta, avo and chicken the night of the event and it was amazingly good. So thanks for the inspiration and for such a lovely event. Nadia is such a great ambassador.

Kind regards,Advertising manager, Foodmag

It was lovely to meet you at the avocado event on Thursday! What a pleasant occasion and I think Nadia is a delightful ambassador.

Home Diary publisher

Thanks so much for the lovely event today. I think Nadia is a perfect fit, so well done for that pairing, she’ll be very good for the product.

Editor, Weekend Life - The New Zealand Herald

Promotions update Continued

38

39

New Zealand Avocado nutritionist announced We have engaged well-respected nutrition expert Angela Berrill as a

nutritional advisor for New Zealand Avocado.Angela is also a nutrition educator and accomplished speaker and

presenter. Angela is passionate about health and nutrition, and believes in finding ways for people to enjoy food while also nurturing their bodies.

Angela has created key nutrition messages which are being used on the nutrition homepage of the NZ Avocado website http://www.nzavocado.co.nz/online/nutrition.csn and will be used in an upcoming press release.

Heart Foundation and 5 + A Day relationshipOur partnership with the Heart Foundation and 5+ A Day is

developing each season. This is a very positive partnership and hugely beneficial to us for the extra promotion avocados obtain through the HF and 5+A Day activities.

We recently supplied avocados for the 5+A Day launch of fruit and vege month. They made up fruit and vege packs and dropped to radio stations in Auckland. We have also supported the creation of the Heart Foundation Tick recipe guide summer with one of Nadia’s avocado recipes. Ten thousand copies of this guide will be printed and distributed through members of the Heart Foundation.

Auckland University nutrition studyWe have resumed supporting a diet study at the University of Auckland

under Professor Lynn Fergusson whose team is looking at the effects of a Mediterranean style diet (which avocados are a part of ) on sufferers of Chrone’s disease. Earlier this year we were involved in supplying avocados to the participants for the pilot programme. This was very successful and results of this trial will be published early next year.

Social mediaThe NZ Avocado Facebook page is a strong communication tool. We

currently have 6117 likes and many interactions daily with our fans. If you have not seen the page yet, please go to www.facebook.com/nzavocado

Upcoming activity• Pre-christmas press release – “Indulge In Avocado To Avoid A

Christmas Bulge” nutrition comments from Angela Berrill• Katikati Avocado Festival, January 19, Uretara Domain, Katikati.

Asian Avocado Prawn and Orange Salad

Created by Nadia Lim for New Zealand Avocado, Photography by

Ingredients:

Dressing• 2-3 tablespoons mayonnaise (Nadia uses Japanese

‘Kewpie’ mayonnaise)

• 2 teaspoons sweet chilli sauce

• 1 teaspoon white balsamic or Japanese rice vinegar

• Juice of 2 limes or 1 lemon

• ½ stalk of lemongrass, very finely chopped

• 2 kaffir lime leaves, finely shredded

• 1 teaspoon sesame oil

• 1 red chilli, finely chopped

• 1 shallot, minced or 1 ½ tablespoons minced red onion

Prawns and salad

• 2 dozen raw prawns, shelled and thawed

• Flesh of 2 firm ripe avocados, sliced

• Flesh of 2 oranges, sliced

• 1 handful coriander, chopped

• 2 handfuls watercress or chopped cos lettuce,

to serve• 1 teaspoon toasted sesame seeds, to garnish (optional)

Method:To make the dressing combine all the ingredients and

leave in the fridge to chill while you prepare the rest of

the ingredients.

Bring a pot of salted water to the boil. Add prawns and

cook for two minutes, then drain and leave to cool.

Toss avocado, orange, prawns and coriander together

with a little salt and freshly ground black pepper to taste.

Arrange watercress or lettuce on plates or in bowls, then

top with prawns and avocado mixture, and drizzle over

chilled dressing just before serving. Garnish with sesame

seeds (if using).

40

As the season shifts into gear, New Zealand supermarkets are taking the opportunity to trial initiatives that will improve the customer experience and encourage more shoppers to increase their consumption of avocados.

Along with online, print and in-store promotions to kick-start the beginning of the season, supermarkets are investing in the development of tools to help provide customers with information on avocado selection, reducing risk and uncertainty around how avocados will ripen and when they will be ready to eat.

Supermarket promotions of avocados have been strong throughout late October and early November, with Countdown supermarkets in particular driving promotion of avocados through print advertising, in-store demonstrations and via their website. Avocado-related content on the Countdown website includes “Fresh facts” and “Smart tips” on selection and nutrition, dozens of recipes containing avocado as a key ingredient and a video on how to prepare and store avocados which includes an interview with a Pukekohe grower.

At the 2012 New Zealand Avocado Grower Forum, Michael Whorskey, (Countdown supermarkets’ fresh produce business manager), spoke about avocados being a “high risk product for customers”, with many having had a bad avocado experience in the past. Consumer research shows many of these issues experienced by consumers in New Zealand are due to their lack of knowledge on how to choose an avocado that is at a correct level of ripeness to suit their needs.

The most effective and convenient way for consumers to receive information on how to choose an avocado is at the time and place when they are making their avocado selection decision, on avocado displays in stores. Having recognised this, Countdown have recently begun to provide their customers with a colour chart showing three stages of ripeness above their avocado displays. In conjunction with this they are presenting ready to eat avocados and green avocados in separate bins.


I Local Market promo I

Countdown Website – Fresh fact on avocados

Countdown Website – Fresh Stories homepage

Countdown Avocado “Fresh Stories” Video

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The ripeness guide has been implemented across Countdown stores nationwide and is supported by print advertising in high profile media including the New Zealand Herald. This is a major step forward in the retail industries adoption of customer education for avocados. As the initiative and investment sits with the supermarket, they will be working hard to ensure its continued success.

Two other supermarkets chains have recently participated in a trial to help customers with avocado selection by separating avocados into three ripeness sections on supermarket shelves.

A trial ran throughout September and early October where avocados were split in a specially designed store display into three categories – “Eat today”, “Ready in 2-3 days” and “Ready in 5 days plus”, with supporting signage provided on display stands.

While New Zealand Avocado have been asked to keep the details of this pilot confidential, there are indications that preliminary results are positive and that this system may be rolled out throughout the Auckland region shortly.

The display stand material and produce team training required to support this initiative will positively impact the quality and choice of avocados available to New Zealand consumers.

The industry is moving towards predicted higher volumes from 2013-14 onwards and we will need the support of all of our supply chain partners to be able to absorb the predicted volumes at a reasonable value for growers. Whilst industry promotions can and have improved consumption in New Zealand in recent seasons, it is important that we leverage our relationships with retailers as their knowledge of customers, contact with customers, and significant promotions capability can be used to multiply the effects of industry promotion efforts.

New Zealand Avocado is working to strengthen its relationships with retailers in order to improve the value of local market avocados. The industry wants to ensure retailers see the benefits of having well presented, good quality avocados available in store and information available to help consumers make informed purchasing decisions.

We are speaking to key contacts within each of the major supermarket chains to tell them about the success of initiatives that are being trialled by other retailers and offering technical advice on quality control and supporting content for educational and promotion material on avocados. Each supermarket chain operates differently and we are discussing with them the best avenues to promote avocado education to their staff, acknowledging that our messages will be more effectively received if they are delivered through the retailers’ preferred channels, such as their own industry newsletters, training conferences and in store training programs.

We have recently begun trialling a supermarket quality and price monitoring process across key stores in Auckland. Once initial reports are reviewed and the process is refined we will look to expand this across stores in other regions to establish a baseline for New Zealand retail avocado quality and measure progress towards quality improvement on an ongoing basis.


By Bevan JellyNZ Avocado local market analyst [email protected]

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Attend our complimentary grower fi eld daysEnjoy expert advice,

grower discussion

along with the latest

ideas and innovations.

Calling all Avocado Growers!

Grower Field Days Our purpose is simple: to address the seasonal growing issues every grower

is facing, and bring the best expertise (along with the wisdom of the other

growers) to the fi eld, so we can all make better decisions.

All Growers WelcomeDue to the wide interest and positive feedback, these fi eld days are now

open to all growers.

Facilitated by Trevelyan’sEach fi eld day runs for a couple of hours. They are facilitated by Trevelyan’s

with input from independent industry experts and plenty of opportunity for

growers to add to the discussion, including Q & A time.

Contact usFind out the date, time and

topic of the next event.

Call reception on 07 573 0085

Experience the difference.

WINNER OF THE 2012 SUSTAINABLE NETWORK AWARDS

Emerging Large Corporate Category

310 No 1. Road, R.D.2, Te Puke, 3182 · Phone (07) 573 0085 · www.trevelyan.co.nz

Trev_180x126mm_NOV12.indd 1 13/11/12 2:43 PM

43

A move toward sustainability has won avocado and kiwifruit packer Trevelyan’s the Bay of Plenty 2012 Sustainable Business Network Award, in the Emerging Large/Corporate category.

Trevelyan’s executive director Alister Hawkey says winning the award is a credit to all staff as everyone has had a part to play in achieving it.

“Some people think introducing sustainability principles will cost more money but in fact it is saving us money,” says Trevelyan’s avocado manager Daniel Birnie.

Saving money is vitally important to the 37-year-old family-owned business, given the serious impact the vine disease Psa-V is having on the kiwifruit industry and the struggles many avocado growers are also experiencing.

The savings have come through recycling and power savings, and Daniel says another bonus has been the buy-in by staff and the way in which many are incorporating sustainability into their home and personal life too.

“Many staff are now recycling at home and with the warmer weather, using the walking track built to help staff keep fit.”

Trevelyan’s has been packing avocados for 17 years, supplied with fruit by growers from Opotiki to Motiti Island.

“Most of the fruit comes from Te Puke

and many of our orchardists also grow kiwifruit.”

The two fruits represent a good mix for the post-harvest facility, which packs avocados virtually year round, with the busiest part of the season coming after the kiwifruit harvest.

“Last year we packed 400,000 trays of avocados.”

Reducing waste to landfill has been a big push for the company but when it comes to avocados, there’s very little waste.

“The bulk of our process grade fruit goes to FressureFoods or avocado oil,” says Daniel.

Staff had a crucial role in the reduction of waste to landfill by 85 per cent since 2009 through a comprehensive recycling programme.

In 2009 the site on No. 1 Rd Te Puke had 34 rubbish bins, emptied three times a week, sending 2000 cubic metres of waste to landfill each year. Today just one nine cubic metre skip bin takes around 10 days to fill during the packing season and the company is on track to meet its target of sending only 300 cubic metres of waste to landfill, saving around $35,000 annually.

Trevelyan’s has invested in a compactor for the 100 tonne of cardboard which needs recycling each season, pressing it into strapped bundles, which is sold.

It is also recycling the polypropylene strapping used on pallets and hopes, when portable technology is available, to be able to weld and re-use the strapping without having to send it away.

Electricity is Trevelyan’s third biggest

cost, so a consultant was engaged to monitor procurement. Using fixed and spot purchasing resulted in a saving of around three per cent.

Managing cool storage and defrost operations which draw significant electricity is now controlled to smooth out demand and optimise usage. Labels on light switches and equipment encourage staff to turn off when not in use.

Trevelyan’s has monitored its carbon emissions and the completion of the 2010 carbon inventory report showed a 12 month reduction in emissions of 45 per cent from 3945 tonnes to 2155 tones.

As well as caring for the environment, Trevelyan’s also stepped up its already excellent focus on staff, holding a wellness day with health professionals available for all staff. Healthy food options are available in the canteen and in response to suggestions, a walking track has been constructed around the 20ha site for staff use.

The company has a free bus providing transport to and from nearby Te Puke. Carpooling among staff is encouraged and a ‘green fleet’ audit has been carried out to ensure efficiency in vehicle and fuel use.

The step up to a more sustainable business hasn’t been hard for Trevelyan’s. It is a natural progression of what has long been part of the company’s ethos of caring for its growers, its staff and the environment and an extension of the LEAN manufacturing processes it implemented in 2008.

Saving money through sustainability

By Elaine Fisher

Trevelyan’s sustainability achievements:85% saving in waste to landfill

45% reduction in carbon foot print3% saving in electricity

Trevelyan’s executive director Alister Hawkey and Diana Ihringer at the start of the walking track used by staff.

Diego Lugones recycling polypropylene strapping used on pallets at Trevelyan’s.

Trevelyan ‘eco-warrior’ Diana Ihringer with some of the 100 tonne of cardboard which is compacted and sold each year.

44






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45

Pruning trialFruit from trees from one orchard in Whangarei and four orchards in the Bay of Plenty

which are part of the New Zealand Avocado Pruning Trial have been harvested. The weight of the total fruit yield from each of the 25 trees in each orchard has been recorded and a 100-piece fruit sample was individually weighed and assessed.

The spring pruning treatment of the trial trees has been completed. Individual tree assessment has been made and will continue on each orchard through the

flowering period. A summer assessment will be made in January ahead of the autumn 2013 prune.

Following report on the harvest of this season’s fruit and spring pruning treatments, a summary of results will be published in Avoscene in autumn 2013.

New cultivars - new cultivar trialNew Zealand Avocado has four cultivar trials running on replant plots. One of them was

planted in 2009 in Mangawhai, two others planted in autumn 2011 in the Far North and in Whangarei, and the fourth one was planted this November in the Bay of Plenty.

Fruit from Dusa, Bounty, Duke 7 and Zutano rootstock cultivars from the Mangawhai orchard has been monitored for dry matter, yield and fruit size. Preliminary analysis of data confirms results obtained with fruit numbers. A small fruit storage assessment trial is underway on fruit from the Maluma and Carmen trees and will be completed by the end of December.

The trees in the Whangarei and Far North trials are growing actively now and we expect to have the first results by next autumn.

Plant growth regulators The application of Uniconazole (Sunny®) is becoming more frequent in avocado

orchards around the world. A collaborative Uniconazole trial was established in spring 2011 between New Zealand Avocado, Plant & Food and Grow Chem. The trial includes two treatment concentrations of Uniconazole applied during flowering and a control treatment across a total of 232 trees.

Total yield per tree was recorded this spring and preliminary analysis of the data shows a variable response in each block. On average, up to a ten per cent increase in yield was recorded in some blocks; however, there was high variability between trees in the same block. We also weighed and measured the length and width of fruit samples. Fruit treated with Uniconazole was generally heavier, shorter and wider than the control fruit, but again with a very large variability in response. We are currently working on a fruit storage assessment trial. A detailed article will be published in the next Avoscene.

Dry matter regional monitoringRegional maturity monitoring for the season has been completed following testing and

analysis from the November round (Round 7). Maturity monitoring gives an indication of how the maturity in the regions is tracking. The analysis on the seed coat maturity has been gathered and seed coat maturity will be compared to the dry matter tracking analysis completed as to its value as another tool in assessing maturity.

New cultivars – gene blocksPhenology assessments are being carried out on a weekly basis during flowering on the

BOP orchard.

New Zealand Avocado Research Programme Update

I Research update I


There are two quality issues of note this season.

Library tray results show that fuzzy patches on green fruit are on the high side for this time of year. This is in line with our expectations of the disease being carried over from last season.

Body rots and unsound fruit are also higher than normal, again reflecting the fact the fuzzy patches are developing into body rots on ripe fruit. Regular application of copper fungicides continues to be the best way to control these problems at this time.

Internal quality is the other area of concern, with observations in the lab of abnormal disorders having been made by Glenys, Adam and Bart. These range from incomplete breakdown of vascular strands, vascular browning occurring in the absence of a notable stem-end rot, especially at the base of the seed, and a diffuse staining of the flesh surrounding the seed cavity.

Fruit Quality Update


46

Reading your trees A New Zealand Avocado Grower’s Guide

Below are the key tree characteristics as set out in your Reading Your Trees Guide to assess from December through January:

• December - Roots, pages 28-29• December - Canopy Density, pages 30-31• December to January - Fruit, pages 24-27• January - Summer Flush, pages 16-17

Once your trees have been assessed, you will be ready to consider the suggested intervention strategies. At the bottom of each section in this guide there are a number of factors to consider to optimise your orchard management. You will need to determine which is the best option for your own situation – if in doubt, seek specialist advice.

Download the Reading Your Trees workbook from http://growers.nzavocado.co.nz/index.php/pi_pageid/363 - this workbook complements the Reading Your Trees guide and allows you to record your assessments.

47

New Zealand Avocado developed a new cultivar programme in the late 1990s. Its main objective has been to give growers access to internationally bred cultivars that claim to mitigate some of the challenges of our industry.

HistoryThe process has been to prioritise the

desired attributes of a new cultivar, seek a cultivar offering that attribute, and import and evaluate that cultivar.

NZ Avocado agreed that the priorities for its new cultivar programme were to find Hass–like, Hass type or Hass sports fruiting cultivars and rootstocks that had superior performance to Zutano for phytophthora tolerance, fruit quality and productivity.

The cultivars that met the desired characteristics were found in California and South Africa. In California a breeding programme led by the University of California Riverside was delivering fruiting cultivars with similar traits to Hass. Some of these new cultivars were Gem, BL 516, and Sirprize that were meant to widen the harvesting window. Another breeding programme in California led by Brokaw Nursery was in the process of evaluating and releasing Carmen, a prolific Hass like cultivar with a peculiar production pattern. In South Africa, Westfalia, Schagen and Allesbeste nurseries were releasing new cultivars. A long term breeding programme led by Westfalia was delivering phytophthora tolerant rootstocks, with Dusa and Latas starting to show good performance in trials and commercial orchards. Schagen Nurseries had developed Bounty rootstock, which was showing

good phytophthora and water-logging tolerance. Allesbeste was releasing Maluma, an early maturing Hass like cultivar with upright compact growth.

The importation of new cultivars from University of California, Riverside, was accomplished in 1999. Unfortunately, quarantine facilities were not available in NZ for new avocado imports until early 2006, when the new cultivars from Brokaw and the South African nurseries were imported.

The new cultivars imported through this process have been evaluated in different situations since their release from quarantine. The plants that were released from quarantine (which lasts one to two years) were planted in the Industry geneblocks and in nurseries for propagation. The propagation process for clonal rootstocks is quite different than that for seedling rootstocks and our nurserymen had to go through a steep learning curve to get the process right. With time, the different cultivars were propagated and were planted in trials, semi-commercial trials and commercial orchards, depending on the priorities.

Geneblocks

NZ Avocado has held collections of avocado cultivars in geneblocks in BOP, Whangarei and Far North since 1999. The main objectives of these geneblocks are to preserve valuable cultivars for the avocado industry in New Zealand, to obtain information about the horticultural performance of selected cultivars, and to provide DUS (distinct, uniform, stable – a method to test that this is in fact different from others) testing for New Zealand Plant Variety Right registration of new cultivars.

The first geneblock was established in the Far North, at Sweetwater orchard, in 1999. The Bay of Plenty geneblock was established in Te Puke, at Bailey orchard, in 2005, and the Whangarei geneblock was established at Cliff orchard in 2010. There are 27 cultivars present in total among the three geneblocks (Table 1)

Table 1. Cultivar composition of the regional AGA geneblocks

TrialsTrials are a valuable tool to evaluate

new cultivars. The aim of trials is to provide unbiased information about new cultivars. Unfortunately, to establish trials to test new cultivars requires a large amount of resources over the long term so they cannot be established in as many locations and circumstances as would be desired. On top of this, the complexity of the planting derived from the experimental design sometimes makes the management complex and expensive.

The NZ Avocado currently manages four cultivar trials. The first trial was established in 2009 in Mangawhai to

The new cultivar programme

cultivar Far North Whangarei Te PukeA0.06 * *AIC 1 * *AIC 3 * *Bacon * * *Bounty * * *Carmen * * *D 9 * * *Duke 7 * * *Dusa * * *Edranol * *Ettimger * * *Gem * * *Hass *Hass 3446 * *Lamb Hass * * *Latas * * *Llanos Has * *Maluma * * *Marvel * *OA 184 *Sir priz * *Thomas * * *Toro canyon * * *Velvick * * *Vista * *Weeping willow

*

Zutano *


48

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evaluate and compare the performance of Hass grafted on Dusa and Bounty rootstock to Hass grafted on Duke 7 and Zutano, and to evaluate the performance of Maluma compared to Hass. This year, the first results of fruit production have been obtained which show a much better performance of the Bounty and Dusa over Duke 7 and Zutano.

Since 2004 three more trials were established to test the performance of the combination of eight rootstocks and three fruiting scions. The protocol designed in 2009 was to plant in very unfavourable soil situations with no complementary phytophthora control measures. The trees planted in 2011 in Far North and Whangarei in these circumstances struggled to survive and the trials have had to be redesigned to support the surviving trees. The trees planted in 2012 in Bay of Plenty have been planted in similar soil conditions, but will be nursed from the beginning for phytophthora control to simulate optimum orchard management conditions. This will give us information on the possibility of establishing a new orchard in these conditions by using the available tools we know of to help these plants.

Semi-commercial trialsSemi-commercial trials are commercial

plantings, intended to produce saleable fruit, established by growers with combinations of new cultivars following a simple, limited, experimental design. This approach allows for a high number

of plantings in different regions.As part of the horticultural evaluation

of Maluma and Carmen in New Zealand conditions, NZ Avocado promoted the establishment of semi-commercial trials of both cultivars in 2010. An expression of interest to plant small plots of Maluma and Carmen was sent to growers. Agreements were reached for these plants to be established in 11 orchards in four different regions. One semi-commercial plot was established in early 2011 in Gisborne and 10 semi-commercial plots were established in in Bay of Plenty, South of Auckland, Whangarei and Far North (Table 2). These trees are grafted on Dusa, Bounty and Zutano, depending on the characteristics of the site.

There is no industry cost to these trials other than observing performance. Growers acknowledge the risk that the fruit from new cultivars may not ever have export standards developed so may not be able to be exported.

Commercial orchardsCommercial orchards in which new

cultivars are planted (following purely commercial guidelines) are an important source of information about the horticultural performance. The main advantage of commercial planting is the variety of situations in which these plantings are established which gives a wide perspective of the new cultivar’s performance.

The main disadvantage is the difficulty of obtaining data that can be isolated due to the variability present in each orchard. This makes it very difficult to understand what part of the performance of a new cultivar is due to its potential and what part to the characteristics of the orchard and its management.

Of the new cultivars imported, the one that has been planted the most in commercial orchards is Dusa with more than 30,000 trees planted since 2007. The second most planted of these new cultivars is Bounty with around 600 trees planted since 2009 in purely commercial plantings. The early planting in 2007 of Dusa are beginning to provide information that would be interesting to capture in an ordered way in the future.

Region Carmen trees

Maluma trees

South Auckland 114 114Whangarei 120Far North 208 185BOP 200Whangarei 140 141Gisborne 184 184South Auckland 77Far North 200 200Whangarei 205BOP 140 748Gisborne 150 180Total 1258 2236

Table 2 Summary of the cultivar structure of the Carmen and Maluma semi-commercial trials.

49


PVR managementThe new cultivar programme also

includes the management of the intellectual property of the breeders. Breeders that so request it, are granted Plant Variety Rights (PVR) for a new cultivar, giving them the exclusive right to produce for sale and to sell propagating material of the new cultivar. In the case of avocados, PVR give breeders the exclusive commercial right to propagate the protected cultivar for the commercial production of fruit. PVR holders charge for the right to benefit from their protected material. Most times this means that the grower is charged royalties when the trees are purchased. Sometimes there is also a charge for producing fruit from the trees as a year fix annual quantity or an amount per tonne of fruit, known as a production levy. The new cultivars imported by NZ Avocado that are protected by PVR are subject to a one time royalty payment, but not to a production levy.

The original PVR holders of imported cultivars have licensed the NZ Avocado to look after their interests in New Zealand by signing Master Agreements. Under these agreements, NZ Avocado licenses New Zealand avocado nurseries to propagate and sell commercial imported cultivars by signing sublicenses. On top of this, the AGA licenses the growers to grow the protected cultivars by signing the Non Propagation Agreements.

As with other types of proprietary rights, PVR holders may bring civil

action against persons or businesses infringing their rights. For example, as a rights holder, the breeder would be entitled to take legal action on another person or business that deliberately sold plants of the protected cultivar without their permission.

In order to have the PVR protected in New Zealand territory, PVR holders must register their cultivars in the New Zealand PVR Office (Ministry of Business, Innovation and Employment). This is a process that may take some years. NZ Avocado made its first PVR application in 2002 for Dusa, which is still underway. Nevertheless, the new cultivars are protected from the moment the application for PVR is registered at the New Zealand PVR Office.

The PVR Act 1987 requires that a new cultivar is sufficiently ‘distinct’ from all other known cultivars and is sufficiently ‘uniform’ and ’stable’ for a grant of rights; this is referred to as DUS testing. DUS testing is determined by the use of a growing trial where a specified number of trees of a new cultivar are grown adjacent to trees of other cultivars of known characteristics for comparison and reference purposes. DUS testing consists of the completion of a detailed morphological description of the new cultivar and of known cultivars growing in the same site which includes the recording

of observed and measured data. The evaluation normally continues for two

independent seasons. The testing protocol and

evaluation follow the guidelines set out in the International Union for the Protection of New Varieties of Plants (UPOV) test guideline for avocado.

50

Bay of Plenty grower Allan Hedge has been developing and trialling a new system for pruning of avocado trees which aims to maximise productivity based on the original planting density and ensure fruit can be harvested easily.

It has taken Allan seven years to develop the pruning system, using the family orchard as the test bed for his theories.

“I have developed an acute awareness of how an avocado tree responds to light and pruning which allows me to manipulate the tree to my advantage,” says Allan.

The system is based on two key concepts. These are to rejuvenate the age of the tree and to capture more sunlight.

Allan has developed a pruning method that encourages ‘older’ buds to break and form fruiting wood. Ironically these old buds were formed when the tree was younger and therefore are physiologically younger than those buds formed on more recently produced wood. This all ties back to the concept that tree productivity is thought to decline as trees age. The theory is that by rejuvenating the tree and getting some of the buds that formed in the first two to three years growth of the tree to produce flowering wood, this will increase productivity.

“My pruning is strategy driven by harnessing the natural responses of the avocado tree to light and pruning so that the outcome has a great degree of predictability. I am seeking to produce an annual supply of new fruiting wood grown from the correct aged wood in the tree.”

By rejuvenating orchards, Allan’s aim is to maximise productivity based on the original planting density without the need for thinning.

One of Allan’s goals of pruning is to ensure fruit can be harvested using a picking platform with a reach of no more than 6.4m.

He prioritises cuts based on the ultimate return to the grower and he won’t prune if he doesn’t think it’s in the grower’s best interest to prune a particular tree that season.

Allan has read the literature on pruning of avocado trees extensively, especially that from South Africa, Australia and Israel. He found that while scientists were good at describing the ideal concept, they were not so good at being able to replicate this ideal in the field. He draws heavily on the work of Mike Mickelbart, a physiologist at University of California (and formerly of Lincoln University). Mike’s work emphasises the importance of good light interception in maximising productivity. Based on this premise, Alan aims to prune the tree to maximise complexity and provide a range of different aged wood within the canopy.

“The architecture of the tree after pruning will allow photosynthetically active radiation (PAR light) to strike targeted areas so as to drive photosynthesis.

“An old, dark and closed in orchard can be rejuvenated over two seasons with an understanding of ontogeny (tree aging), the effect light has in an orchard, and where to cut so as to maximise response. I want trees no taller than six metres.”

One of Allan’s clients, Bruce Plummer, was initially sceptical but now considers that “anybody with big trees is bloody silly”.

Bruce has been very encouraged by the results he is seeing. Despite the heavy pruning, he expects to get at least the same as last year’s crop but expects it to be much cheaper to pick, and a cleaner crop as it is much easier to spray. Bruce especially likes the idea of not having to remove trees, which had already been tagged for removal when Allan first saw the orchard.

While Allan’s system is based on good scientific principles, the challenge – as Allan has pointed out – is how well it performs in the field.

“Having pruned 35 orchards ranging from Far North to Opotiki ,including the Bay of Plenty and Coromandel ,over the last 13 months. The results replicate responses seen on my own orchard.

“With so many orchards to study, it is exciting, as I can prove my system has worked well. My expectation is each orchard will set an annual crop, and produce above the national average for tonnage.”

New Zealand Avocado will be working with Allan over the coming seasons to verify the potential of the system.

New pruning system developed by BOP grower

51

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Jen Scoular NZ Avocado Chief Executive OfficerDevelop and implement the industry [email protected]

Edwina Aitchison Personal Assistant to the CEO Administrative support to the AGA Executive and the AIC Board; Conference and meeting organisation. Administration support for new [email protected]

Dr Henry Pak Technical ManagerQuality systems; research & development; managing external research & development [email protected]

Nici Kennerley Business Manager Accounting functions and reporting of industry [email protected]

Midge Munro Communications ManagerImplementing the communication strategy: promotions, stakeholder events and publications, industry website development, media [email protected]

Bevan Jelley Local Market AnalystIdentifying issues in local market supply chain and developing strategies to add [email protected]

S TA F F C O N TA C T S

Glenys Parton Manager ProjectsAssisting with current NZ Avocado research programmes; field and laboratory work – trials and treatments; fruit quality assessments; sample collection and preparation; data entry and analysis. [email protected]

Adam FleckResearch TechnicianAssisting with current NZ Avocado research [email protected]

Bart Hofstee Research TechnicianAssisting with current NZ Avocado research [email protected]

Sheryl WilsonOffice AdministratorGrower registration; AvoGreen administration; weekly reporting; crop [email protected]

Joanne NunnAdministration Assistant

Reception and general administration [email protected]

Alvaro VidiellaScientistManaging and implementing the NZ Avocado research [email protected]

Lynda UttingerProject Support

[email protected]

American data analyst Kaleb Krause is helping New Zealand Avocado and the industry at large gain better information from the data the organisation collects.

During his six months’ employment, Kaleb has been documenting all the data the organisation has, enhancing existing reports and creating new reports and graphs. The types of data collected include crop estimates and production figures, much of which is used for regular reporting to growers throughout the year.

“I’ve added new graphs and data elements that growers wanted, to help them better understand what’s going on on the orchard, and to make things more user-friendly,” says Kaleb.

Originally from Minnesota, he was in charge of a data and development team carrying out similar work in the US financial industry.

A keen cyclist, once Kaleb finishes his contract he plans to start a six-month bike tour travelling around New Zealand, Australia, Japan and the US, before heading home.

Making information more accessible

By Natasha Mitchell

N Z A v o c a d o S t a f f P r o f i l e s

Data analyst Kaleb Krause.

NZ Avocado Office : 0800 AVOCADO

avoscene summer 2012

Documents

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new culture programme

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nz avocado highlights

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