New Zealand Kiwifruit Marketing Board former chairman John Palmer is being honoured for his tireless efforts to bring the kiwifruit industry through the fiscal crisis in the early 1990s.

Zespri Chairman Peter McBride announced John as this year's winner of the Fresh Carriers Hayward Medal at last night's Mount Maunganui medal dinner in front of about 460 people.

John Palmer 2013 Fresh Carriers Hayward Medal. Photo: Supplied.

'The kiwifruit industry is facing a huge challenge in the form of Psa-V now – but we faced a disaster of equal proportions back in early 1990s,” says Peter.

'The financial disaster in 1992 saw the bottom drop out of the market, as prices crashed in an over-supplied European market,” says Peter.

'Industry debt ballooned to more than $100 million, European coolstores were owed millions and there was no bailout from the Government – so growers had to help themselves.

'Many were bankrupted or had to find other income; around one in four growers were forced off their orchards.”

Peter says it was John Palmer, a board member and kiwifruit grower from Nelson, who stepped up to assume the chairmanship of the New Zealand Kiwifruit Marketing Board – surely one of the least desirable positions in the country at the time.

'Seemingly undaunted, John worked day and night throughout the financial crisis, to trade through the 1993 season,” says Peter.

'John persisted with packaging partners and they – along with the National Bank – eventually agreed to fund the 1993 season, giving the industry its hope for survival.”

Peter says thanks to John's leadership and tireless efforts, debt was cleared and the industry stabilised two years later.

'John is a brilliant thinker and leader. He showed outstanding leadership when the industry's future and global credibility was shredded – directly contributing to what became one of the greatest business turn-arounds New Zealand has seen.

'His five years as chairman of the Kiwifruit Marketing Board helped establish our industry for the future,” says Peter.

Presented to John by Fresh Carriers, the medal is a pan-industry award with nominations invited from throughout the industry, including growers, post-harvest, researchers and corporate.

Set up last year to honour dedication, knowledge, excellence and passion of the kiwifruit industry's world-class leaders – the award is named after the Hayward cultivar, which remains the cornerstone of the New Zealand and international kiwifruit industry.

It refers to horticulturalist Hayward Wright, whose innovation and contribution set up the industry as it is today.

The judging panel is a sub-committee of the Kiwifruit Industry Advisory Committee with representation from IAC, growers and the post-harvest sector, as well as an independent member.

Fresh Carriers Co Ltd president Takao Takeshige says his company is proud to have carried more one-quarter of a billion trays of New Zealand kiwifruit on its ships for more than the last 28 years.

'Our ships have a fast and direct service to Japan and other Asian markets such as Korea and China,” says Takao.

'We are also proud to be associated with Zespri over many years, as one of the most important exporters in New Zealand and have taken great satisfaction in being associated with your dynamic development that has placed your industry as the most successful, forward thinking, cohesive and admired fruit producing and marketing business worldwide.

'There are many who have contributed to this success in a quiet, passionate and committed manner. Fresh Carriers are delighted and proud to sponsor the Hayward Medal, which recognises those who have made an outstanding contribution to the industry.”