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

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

3. 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

4. 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

5. 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

6. 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

10. EXPORTS BY REGION 2005 – 2013 ($NZ Millions)

12. 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)

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

14. 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

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

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

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

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

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