The recent, much-publicised spread of bacterial vine-killing disease Psa in New Zealand has prompted some of the country's kiwifruit growers to diversify into new areas of production, according to Tracey Burns, export manager at leading fruit supplier Freshmax New Zealand.
While the trend has primarily seen growers graft their orchards over to kiwifruit varieties more tolerant of Psa, such as Zespri's Gold3, Burns says there has also been substantial growth in the production of New Zealand kiwiberries.
'A fair portion of the increased interest in the kiwiberry sector has come from the Psa situation, with kiwifruit and growers looking for alternative crops that are viable,' Burns says. 'Kiwiberries are grown in a similar way to kiwifruit and their relatively high tolerance to Psa has encouraged new plantings, which are now coming online.'
Freshmax's kiwiberry production is primarily based in the Bay of Plenty, with the grower-packer-exporter also trialing crops in New Zealand's South Island to extend its harvest and marketing windows.
One of the biggest challenges facing the kiwiberry industry is a relatively short shelf-life due to the fruit's delicate condition and quick ripening patterns.
Consequently, Alan McMeiken of Produce Partners New Zealand says the industry is aiming to improve post-harvest techniques at all levels to extend its season in the market, which runs from mid-February to late April.
'Consumer interest is rising slowly; people who have tried the product love it,' McMeiken explains.'However, we have a very short selling window and the season is sometimes ending before people realise. The short shelf-life means that fruit should be displayed in a refrigerated display unit at retail to ensure it is in the best condition for eating.'
Burns says efforts are also being made to grow consumer interest in the category globally: 'International demand is rising, and new export markets are being developed.
'Freshmax is investing substantially in market development, and will continue to do so whilst this product is in its relative infancy. The global interest and excitement in the berryfruit category has also had very positive spinoffs for the kiwiberry sector.'
