The value of New Zealand's fruit and vegetable exports to Asia have increased to around NZ$1bn (US$714m) over the past few years, and the industry is eyeing further growth to that figure.
This is the reason behind Horticulture New Zealand's involvement in the New Zealand pavilion at Asia's largest fruit and vegetable expo, Asia Fruit Logistica, in Hong Kong from 8-10 September.
HortNZ president Andrew Fenton said the organisation's role as stand co-ordinator was a natural one to take.
"The horticulture industry has a goal to reach industry value of NZ$10bn by 2020. By working together under the New Zealand umbrella we get a higher profile for individual exporters," Mr Fenton said.
"Our participation in Asia Fruit Logistica goes a long way towards helping both small and large growers and other industry players like our scientists and marketers, to get closer to a very lucrative market."
Last year 224 exhibitors came from over 30 countries and the show attracted more than 3,400 top decision-makers from 52 countries.
The eight exporters in last year's New Zealand stand reported very positive results from the exposure, making high quality contacts and securing new business.
Some of the companies featured in the New Zealand pavilion this year include Zespri, Almadale Produce, Fern Ridge, First Fresh NZ, Fresh Food Exports, Global Fresh NZ, KPI, Te Mata Exports, Heartland Fruit NZ, Freshco and Plant and Food Research.
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