Kiwifruit experienced remarkable growth in Taiwan in 2012, with imports from New Zealand rising to a record 8.5m trays.
Despite a 30 per cent drop in New Zealand production, Taiwanese imports reached an all-time high. This, explained Steven Chu of Steven Chu & Associates, is because New Zealand kiwifruit marketer Zespri diverted most of its Asian quota to the Taiwanese market, where demand has escalated in recent years thanks to the group’s concerted promotional campaigns.
“It is estimated that New Zealand has spent about US$1m every season over the last five years to promote New Zealand kiwifruits in the Taiwan market,” said Chu.
Chu’s statistics lay bare the success of Zespri’s strategy: In 2008, Taiwan imported 18,062 tonnes of New Zealand kiwifruit. This volume rose to 19,554 tonnes in 2010, then up to 23,575 tonnes in 2011, and 28,432 tonnes by late October in 2012.
“Taiwanese import volumes grew to 8.5m trays this year – just stunning growth,” said Zespri’s Lain Jager. “I think it was down to the eating quality of the fruit combined with a stunning marketing programme.”
