New Zealand’s avocado industry this week welcomed a delegation of seven high-ranking officials from Japan led by the president of the country’s largest avocado importer, Union Company.
Tatsuya Ishiguro, president of Union Company, is heading the delegation that also includes Keizo Takahashi, president of leading Japanese supermarket chain Maruetsu and key figures from Japan Fresh Foods, according to the Bay of Plenty Times.
The three-day visit, which began on Thursday 22 September, has been organised by Avanza, the Japan export collaboration for New Zealand’s four largest avocado exporters (Global Fresh, Freshco, Primor Produce and Team Avocado), and is hosted by Te Puna-based exporter Southern Produce.
Southern Produce’s CEO Tony Ponder told the Bay of Plenty Times that the trip aimed to give the visitors the opportunity to learn first-hand about New Zealand’s avocado industry and its workings, and to see how the fruit was picked and packed.
“Japan is one of New Zealand’s key export markets. We’ve been fortunate to have the president of the Union Company visit before. However, to also have Keizo Takahashi, the president of such a prestigious supermarket as Maruetsu, visit any New Zealand supplier is a real achievement,” Mr Ponder told the newspaper. “We hope that all our delegates will gain a greater appreciation for New Zealand’s world-class growing practices along with our very stringent food safety standards and how these relate to the premium that our product achieves in Japan against Mexican and Chilean competitors.”
Avanza is on course for its “biggest-ever shipment” to Japan this year with a volume of around 360,000 trays worth NZ$9m earmarked, according to Mr Ponder.
Speaking to Asiafruit Magazine earlier this year, Team Avocado’s Carwyn Williams said that Avanza had invested heavily in the Japanese market, focusing on consumer research, promotion and technical support to its importers. “I’m very excited, and so are our customers, about the opportunities our largest crop ever to Japan will create,” he said.
With Japan already importing 6-7m trays of avocados a year, it's entirely possible the market could be bringing in 1m trays from New Zealand annually within five years, according to marketing director of Just Avocados Steve Trickett, who visited the Japanese market to talk with buyers earlier this year.
“Without exception all our customers stated New Zealand was clearly identified as the premium origin for the September to January period and, despite a higher price, all wanted an increase in volume, and were encouraged by the various in-market initiatives Avanza has lined up for the 2011/12 season,” said Mr Trickett.
