Major Maori kiwifruit grower-packer Te Awanui Huka Pak is leading a delegation of New Zealand kiwifruit industry representatives in Japan this week, aiming to persuade the country’s buyers to stick with New Zealand product through the challenges of Psa.
Te Awanui Huka Pak will also open the Zespri Trade Conference, which kicks off today in Tokyo and is expected to attract 300 Zespri customers.
The company, which last year produced 2.5m trays of export kiwifruit and is the largest shareholder in major packer Seeka Kiwifruit Industries, also aims to link Maori culture to New Zealand kiwifruit during the visit.
“This will be the start of something bigger and better and it is great news for New Zealand’s industry considering the tough times we have endured recently,” said Te Awanui Huka Pak CEO Hemi Rolleston.
“This delegation has huge potential to further enhance and develop the Maori brand alongside its global partner Zespri. Te Awanui is honoured to be invited to help open the conference and it goes to show that the Japanese really do appreciate our culture and our values as Maori.”
The delegation of 55 industry figures will visit Tokyo for a week to see how New Zealand kiwifruit is marketed and sold in Japan. While most of the 55 are growers, the group will also feature representatives from New Zealand Trade and Enterprise, Export New Zealand, the Federation of Maori Authorities, Maori Trustee and Zespri International.
“`Japan` is our premium market and it’s important for the growers to see the other side of `the` supply/value chain,” said Rolleston.
Te Awanui will also meet up with wholesaler Tokyo Seika, and fruit ripening and logistics company Fresh Systems, two of the other major shareholders in Seeka.
Japan is a critical market for New Zealand kiwifruit – Zespri sends 16-17 per cent of the industry’s volume to Japan, but high prices for premium fruit mean the country accounts for about 30 per cent of the industry’s value.
