The study by the NZ Ministry of Agriculture and Forestry estimates that the drop in apple exports is due to frost damage during blossoming and fruit set.

However, the MAF estimate suggests that the losses to inclement weather might not be as severe as growers in the principal Hawkes' Bay production area feared. Nevertheless, about 30 per cent of the Braeburn crop has been lost to frost and about 20 per cent more was damaged but is still on the trees. Careful picking and packing at harvest time will therefore be required.

Meanwhile, the effects of frost on the kiwifruit crop are not yet known. MAF forecasts that in order to remain competitive long-term with kiwifruit from other sources as well as other fruit lines and other snack products, NZ kiwifruit will have to continue to innovate and position itself at the premium end of the market. 'Strong branding, environmental and quality assurances, promotional programmes linking kiwifruit with good health, programmes to ensure good tasting fruit reaches the market, and possibly a broader product range are likely to be part of the marketing package,' reported MAF analyst Irene Parminter.

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