A bumper volume of New Zealand avocados are bound for the lucrative Japanese market this summer as demand for the fruit soars among Asian consumers.

New Zealand growers are due to export 530,000 trays to Japan between now and January – a staggering five fold increase on the 99,436 trays supplied during the 2010-11 season.

Avocado industry representatives are on their way to Tokyo today to celebrate the start of the New Zealand avocado season in Japan and boost the interest of Japanese consumers.

Eight New Zealand exporters will be active in the Japanese market this season, each having built up relationships with the country over the past few years in anticipation of the significant increase in the volume of New Zealand avocados.

AVANZA Ltd represents four companies who collectively supply 95 per cent of avocado exports from New Zealand to Japan.

AVANZA marketing director Steve Trickett says the 2011-12 volume forecast for Japan was fantastic news for local growers who have produced a record-breaking crop this year. Growers welcome the development into this potentially lucrative market.

'Avocados have become a key export for New Zealand,” says Steve.

'The category is going through a big growth phase globally.

'Ten years ago Japanese consumers hardly knew what an avocado was. But now in 2011 they are the fifth largest importer of avocados in the world.”

Seeka is also active in the rapidly growing Japanese market, utilising the unique shareholding and partnership arrangements they have with Japanese company Fresh MD Systems.

'We see our participation and relationship development in the Japanese market as crucial for the success of the NZ avocado industry,” says business manager Jonathan Cutting.

Steven says Japan is New Zealand's second biggest export market after Australia. 'Japanese consumers are very discerning when it comes to quality, taste and texture.

'Health, nutrition, and beauty benefits are also important considerations in their diet so New Zealand avocados suit them very well.

'Our clean green reputation, ideal growing conditions, world-class orchard management and quality control systems means New Zealand-grown avocados are regarded as being high quality fruit compared to those grown in Mexico and Chile.”

Despite the significant increase in volume this season, prices in Japan remain stable.

New Zealand fruit can command a 15-20 per cent premium over avocados grown elsewhere.

AVANZA Ltd has been working with New Zealand Trade and Enterprise for the past three years to develop the Japanese market by educating importers, retailers and consumers. A similar push into the Chinese market is predicted in future.

Today, NZ Avocado Growers' Association Inc chairman John Schnackenberg, CEO Jen Scoular and key industry players host 80 Japanese media and trade representatives at the New Zealand Embassy in Tokyo. They are marking the launch of the New Zealand avocado season in Japan.

Jen says the New Zealand embassy is a prestigious venue and will be a major draw card for media.

'It will be a wonderful opportunity to significantly raise visibility and Japanese media interest in both consumer publications and online so we can grow awareness of avocados and New Zealand's market share.”

Guests will be treated to special avocado lunch.

A selection of avocado dishes will be prepared by the embassy chef to showcase the different ways to prepare and present avocados.
'The avocado industry is an export-focused industry so building a solid reputation overseas is very important to our growers.”