New Zealand’s Horticulture Industry - Where it’s Headed Peter Silcock CEO, Horticulture New Zealand.

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Presentation transcript:

New Zealand’s Horticulture Industry - Where it’s Headed Peter Silcock CEO, Horticulture New Zealand

Presentation 1.Horticulture New Zealand 2.Horticulture Industry today 3.The Future 4.Trends 5.Big Issues 6.What this means to you

1. Horticulture New Zealand -Represents 5500 commercial fruit and vegetable growers -Protects the right to grow responsibly -Stronger influence on key policy issues -Working on horticulture industry wide issues for industry good

Horticulture New Zealand -22 Affiliated Product Groups with responsibility for looking after product specific issues -30 Affiliated regional and local growers associations -Board of 8 elected growers -20 staff

Horticulture New Zealand -Advocate for growers and the industry -Publications – Magazines, Newsletter and information resources -NZ GAP (good agricultural Practice programme) -Represent growers on other bodies -Conferences

2. The Horticulture Industry Today -$6.7 billion value in 2013 (including wine) -Exports to 120 countries worth $3.65b -8% of New Zealand’s merchandise exports -Over 120,000 ha in production -5,500 growers and 50,000 employees

EXPORTS BY REGION 2005 – 2013 ($NZ Millions)

What is Our Advantage? -Good science and technology -Temperate climate & good light -Seen as safe, honest and reliable -Freedom from unwanted pests and diseases -Counter seasonal to Northern Hemisphere markets ( Kiwifruit, Apples, Onions and Squash) -Efficient producer of canned and frozen products supplied to Australia and Asia ( Frozen vegetables, juices and french fries)

3. The Future Our Strategy ‘Growing a New Future’ Target - $10 Billion by 2020 Growing VALUE not volume

What does the Strategy say? -Dominate product categories within target markets. -Create value, commercialise products and control intellectual property. -Set the standard for sustainably produced products -Build global competitiveness

How? -Targeted export market development -Focus on premium customers -Understand what customers want -Invest in research, science and technology -Build strong brands

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

4. Trends -Consolidation -Vertical integration -Celebrity chef/food show trends -Novelty -Functional Foods – health, nutrition and performance -Convenience

5. Big Issues -Biosecurity – Government Industry Agreements -People capability -Resource use and environmental issues -Trade deals -Scale

6. What this means for you -Cool chain integrity -Extended marketing season -Increased capacity -New variety impacts on capacity -Biosecurity treatments