Te Puke leaders are becoming frustrated the Psa outbreak in the area is giving the town a negative image and say there is ‘more to Te Puke than kiwifruit'.

Focus Te Puke's Mark Boyle and Te Puke Community Board chairperson Karyl Gunn fear there is a perception the outbreak has forced the town into decline.

They say this is wrong and in fact, the opposite is true with business and morale in the area strong.

'There's more to Te Puke than kiwifruit but kiwifruit is a very important part of Te Puke,” says Mark.

'We have the dairy industry, we've got industrial activity, it's a service town, it's on the main highway between Tauranga and Rotorua.”

He says the kiwifruit industry has experienced problems in the past and will overcome the recent Psa infection.

'It's a very serious issue the kiwifruit industry is facing, but equally we are very positive that they will resolve it and Te Puke will continue to be prosperous.”

There were 13 empty shops in Te Puke earlier this year but now there is only one.

Karyl Gunn says sales in the town have increased since the outbreak was confirmed at the end of October.

'We have a lot to offer,” says Karyl, who notes, 'we will move on and get through this and carry on”.

'Even in the worst case scenario, the kiwifruit industry will still be there.”

She says Te Puke is developing with a town centre upgrade next year, exciting events planned and more businesses coming to the area.