Avoscene December 2013

T H E N E W Z E A L A N D AV O C A D O G R O W E R S ’ J O U R N A L

Inside this Issue

DECEMBER 2013

Increasing performance across the value chain l New food guide causes concern • Innovations in processed avocados l

Directors Bay of Plenty Ashby Whitehead NZAGA & AIC Chair Ph 07 573 6680 m. 027 283 2192 alwhitehead@xtra.co.nz Far North Ian Fulton Ph 09 406 8808 ian.fulton@clear.net.nz Mid North Sue Culham m. 021 771 686 sculham@xtra.co.nz

Contents

At Large Roger Barber Ph 09 435 0785 m. 021 488 124 barbers@ihug.co.nz

Regular Columns

John Cotterell Ph 07 549 3395 m. 0274 513 138 jccotterell@actrix.gen.nz John Schnackenberg Ph 07 549 0717 m. 021 731 437 jschnack@ihug.co.nz Tony Ponder NZAGA Vice Chair Ph 07 552 4223 m. 0274 733 712 tony@flaxmillavocado.co.nz Rest of NZ David French Ph 09 238 3359 m. 0274 375 315 famille@ps.gen.nz

Chair’s Comment CEO’s Comment Exporter’s Comment Packer’s Comment New Zealand Market Comment Organic Grower’s Comment Regional Roundups Grower Comment

5 7 9 10 11 12 13 16

Features

Export Directors Alistair Young, Andrew Darling

Avoscene Advertising & Editorial Avoscene is published by New Zealand Avocado For editorial contact: Natasha Mitchell Sun Media Ltd No.1 The Strand, Tauranga Ph: 07 578 0030 Fax: 07 571 1116 email natasha@thesun.co.nz For advertising contact: Rose Hodges at Sun Media Ltd email rose@thesun.co.nz Design and production: Kym Johnson, Sun Media Ltd email kym@thesun.co.nz

Analysing Industry Performance Avocentric: Eastwood Orchard Exporters, packers striving to lift quality and returns Avogreen: Integral component of industry strategy Market Focus: India Innovations in processed avocado Training benefits all

Printed at: Kale Print

Technical

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Technical trip to California and Malaga Reading your trees

NZ Avocado Office PO Box 13267, Tauranga 3141 Ph: 07 571 6147 or 0800 AVOCADO (0800 286 2236) Fax: 07 571 6145 www.nzavocado.co.nz

Promotions Promotions update

Cover: Lucy (Hyunkyung Kim) and her daughter Amy enjoy a day in a BOP avocado orchard.

Photo by Mark McKeown Musae Studios

15 18 21 24 27 40 43

33 46

37

MARKETING THE BEST

AVOCADOS IN NEW ZEALAND AND AROUND THE WORLD

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JARROD REDWOOD Avocado Program Manager P +64 9 573 8581 M +64 27 200 0295 E jredwood@freshmax.co.nz

KIM FRASER Domestic Manager P +64 9 917 1485 M +64 21 629 816 E kfraser@freshmax.co.nz

RODGER BAYLY Export Marketing P +64 7 985 6802 M +64 21 622 577 E rbayly@freshmax.co.nz

DAVE ALDERTON Technical Services M +64 21 505 814 E dalderton@freshmax.co.nz

Striving f

By Ashby Whitehead NZAGA and AIC Chair alwhitehead@xtra.co.nz

I Chair’s Comment I

g for the best I want to keep the momentum going that was created at the conference and focus on maintaining the positive vibe about the New Zealand avocado industry that was, I am sure, felt by all who attended.

One way to do this is to recognise and reflect on the industry’s recent achievements and acknowledge that these milestones are taking us ever closer to real breakthroughs for the industry in terms of increasing profitability, performance and visibility of New Zealand avocados in markets.

Milestone’s our industry can be proud of are: • Successful and collaborative MBIE bid by Plant & Food Research securing $4m in funding for ‘Avocados for Export’ research programme • In-depth strategic planning by NZ Avocado team as they work towards finalising a PGP business case • Recognised in MBIE Food & Beverage sector report as an emerging growth industry with potential to meet the needs of Asian consumers • Access to avocado specific health research from Hass Avocado Board (USA) with powerful promotional implications • Preparation for development of Asian markets through investment in consumer and market insights to inform activity • Greater analysis of industry data and

ability to gain insight into orchard performance and track changes • R&D programme in place • Strong connections with partners nationally and internationally that are willing to collaborate, share knowledge and enrich our activities.

You may be thinking that all these achievements are well and good but how have they impacted the bottom line on your orchard? The success we are achieving at an industry level is providing leadership and resource to support development at the orchard level and across the value chain.

The OGR template released in April this year is one of the tools you can use to understand the cost and returns in your operation and where efficiencies could be gained. I urge you to go to the website, download and populate it with you own information. If you are having trouble, please give Nici a call at the office and she will be happy to walk you through it. The templates (there are three to choose from) can be accessed at http://www.nzavocado. co.nz/industry/resources.csn > choose OGR templates from the dropdown menu.

Moving into this phase where performance is able to be analysed, we need to ensure we are striving for better orchard performance, acting on the latest information and changing tack when techniques are not working.

We all need be open to new ideas and sharing and seeking information, striving to achieve the best outcomes and always challenging and asking questions to ensure you get the best outcome.

It is about aspiring to move your orchard to the green section of the performance charts (first introduced during the conference). Jen has included an article

on page 15 which explains how we are analysing performance.

Biosecurity I recently attended a HortNZ product group meeting and for the 22 product groups represented one of the most important issueswe all face is biosecurity.

Therefore GIA is very important and I would urge growers to take the time to visit the new website www.gia.org.nz There will be extensive consultation with the industry before you are asked to vote on whether the avocado industry should sign up to GIA or not.

Familiarise yourself with the Deed prior to this consultation so we can all ask the right questions and make an informed decision.

As my parting and most important comment – I am outraged by the recent release from the National Heart Foundation (NHF). Its ‘Healthy Heart’ food guide, which in its hierarchical layout, places avocados away from its comrades (the fruit and vegetables) and in the lowest tier on the chart in the group called “use some oils, nuts”.

This categorisation is confusing for consumers and goes against the great achievements we have made in New Zealand dispelling the avocado fat myths and sharing the good news about the health benefits from consuming avocados.

The New Zealand Avocado team have been communicating with NHF, rallying support from other organisations (HortNZ and United Fresh), gathering evidence from health organisations worldwide and our industry counterparts overseas, and generating much coverage and discussion in New Zealand. The aim is to ensure the avocado is recognised as the amazing heart healthy food that we all know it is. 

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Positive relation

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By Jen Scoular New Zealand Avocado CEO jen.scoular@nzavocado.co.nz

I CEO’s Comment I

tionships strengthen our industry Our strong international relationships are playing a positive role in the season underway.

Positive and collaborative behaviour, good forecasting of volumes and our knowledge and experience of the Australian market has seen both pricing and demand remain high – the perfect scenario for exporters and growers alike.

Now is a good time to reflect on the effort that goes into building and maintaining those relationships in market, and the importance of these relationships for sharing information and market intelligence, and ensuring that on both sides we are discussing and planning, taking into account the status of the market and the supply coming on stream, from both New Zealand and within Australia.

Speaking of supply, the crop estimate (packer estimate) and crop flow (exporter estimate) of full year volume has risen to 2.77m and 2.85m trays respectively, and we hear many cases of growers packing far more bins than forecast, and achieving higher packouts than normal – all good news in a season where demand is high. It does raise the issue of our ability to estimate crop volume and the challenge we have to get that right. Please continue to check your own estimate, and if the actual volumes are coming in very differently to the estimate, please go back to the person who did the estimate, whether that was you, your packer or a consultant, and review whether that estimate could have been calculated better.

In October, Alvaro travelled to Malaga (Spain) and California (USA) to extend relationships with avocado growers and researchers in both locations. He updates us on this trip on pages 33-35, and we’ll read how his learnings from international colleagues have helped him direct our research activity.

Bevan and Midge extended our relationships with Korean consumers in October, with a great day out in an organic avocado orchard. Read more about this on pages 37-38.

A big thankyou to our team member Sheryl Wilson who will retire in December after 13 years. She’s built terriffic

relationships with growers, stakeholders and industry personnel. Thanks Sheryl.

To continue with the international theme, I’m writing this from New Delhi at the start of a market visit to India – understanding the opportunities and challenges of this enormous economy, which recently approved the import of New Zealand avocados. I’ve included an update on the Indian market in this AvoScene on pages 2527 and will provide feedback and learnings from this visit in the next issue. It is step one of what will be, if India as a market meets the attributes we require of a potential new market for New Zealand avocados, a lengthy process, to build those relationships, with importers, handlers, retailers, and consumers alike.

Reading the Hindustan Times in the lobby at my hotel, I could summarise the 15 pages of the first section into articles on social issues, sport, with four pages dedicated to coverage of Indian cricketer Sachin Tendulkar retiring, then a full page article on diabetes, reporting that 65.1m Indians have diabetes, but then noting that almost one in two people with diabetes are undiagnosed.

Research on the use of avocados as a management tool for diabetes is in its early stages but there have been studies successfully linking the attributes of avocado to potential successful management of diabetes, so I am looking forward to a meeting with Dr Gulati at the National Diabetes Foundation to talk about how we might focus nutritional attributes of avocados in our messaging in the Indian market. Dr Mark Dreher, who presented the Hass Avocado Board research at our New Zealand and Australian Avocado Growers’ Conference in September, was the one who put me in contact with Dr Gulati.

An excellent contact made and now here I am meeting him in India. We are also meeting executive chefs and a nutritionist – to hear their views on creating value for New Zealand avocados in India. We know we will need to create a high-value, niche market, and getting the right links into and relationships within that market early on is very important.

I have spent time in the last month talking to other sectors, including Pipfruit NZ,

NZ Winegrowers, Zespri and KGI, about their strategies and the activities they are undertaking to achieve their goals. We shared ideas, goals and all agreed that if we could help each other, the benefits would also be shared.

Not so positive is the lack of sharing we have experienced with the Heart Foundation, around the release of the new Healthy Heart Food Guide which excluded avocados from the fruit and vegetable section. The Heart Foundation is an organisation we believe we have worked well with to jointly promote healthy eating in New Zealand. John Schnackenberg recalls that the AGA was a sole and exclusive licensee of the National Heart Foundation Heart Tick for fruit and vegetables back in the early 2000’s, and other fruit and vegetables had to work through us to use ‘the Tick’. Yet we were not included in the “extensive consultations” the Heart Foundation suggest they undertook, were not made aware that the food guide was being reviewed, and didn’t receive the media release directly from the Heart Foundation when the new food guide was published.

We have raised our concerns, and requested the research that backed up the exclusion from avocados from fruit and vegetables.

We are asking for support and sharing our concern with other sectors too. We have on 29 November written to the Minister of Health, who’s organisation, the Ministry of Health, is claimed by the Heart Foundation to have overseen the review of the new guide. We are keeping you posted via AvoConnect and will provide any updates we have on this important concern. Please turn to page 30 for an overview of this issue.

I’ll finish back in the positive, reiterating my thoughts on collaboration and relationships and their importance to our industry activity. It involves us all, and we can all play a part. I encourage us all to think about how we can improve what we do through utilising greater collaboration and developing wider reaching relationships and to do this as often as we can. Our success will be enhanced if we build and strengthen relationships, share more information and knowledge and develop new business and ideas on the strength of those relationships.  7

Calling all avocado growers!

Attend our complimentary grower field days.

Enjoy expert advice, grower discussion

GROWER FIELD DAYS Our purpose is simple: to address the seasonal growing issues every grower is facing, and bring the best expertise (along with

along with the

the wisdom of the other growers) to the field, so we can all

latest ideas and

make better decisions.

innovations.

All Growers Welcome Due to the wide interest and positive feedback, these field days are now open to all growers.

Contact us Find out the date, time and topic of the next event. Call reception on 07 573 0085 310 No 1. Road, R.D.2, Te Puke, 3182 · Phone (07) 573 0085 · www.trevelyan.co.nz

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By Alistair Young AIC Export Director alistair@southernproduce.co.nz

I Exporter’s Comment I

The drums are beating There are early signals that New Zealand is looking at setting a good crop for 2014.

There are still several weeks to go before we can confirm this with any surety but in most regions the weather has been kind and the temperatures reasonable for fruit set.

I have been talking with Western Australia and they are in the same position; for the first time in years we are facing a potential double banger of New Zealand and Australian ‘on’ crops.

There will undoubtedly be some serious beating of drums by the Australian industry, as there will be by the New Zealand industry, about this potential crop as both camps position themselves going into the 2014 summer.

There are some competitive realities that New Zealand growers need to take on board early and prepare their orchards New Zealand fruit in Thailand for.

The first is that the high Australian demand we are seeing now will not be at the same level for New Zealand fruit in 2014. The second is New Zealand exporters will push a large volume outside Australia and fruit will need to be all market capable.

Growers that spray Chlorpyrifos late, or any chemical with withholding periods that run past export commencement, will

potentially find their fruit is unable to be harvested until their spray diary clears.

The industry may be returning to the USA and will be shipping to Japan. We will be up against Australian export competition in many South East Asian markets and will need clear all-market capable fruit to maintain our position.

Above all we will need clean good quality fruit both inside and out. Fungicide programmes are going to be very important to keep the internal quality up as longer shipping and storage times once again put pressure on the fruit quality.

Forewarned is forearmed.

On the 2013 scene, we are seeing volumes and prices in Australia which are unparalleled in the 25 years or so I’ve been involved in the industry. The markets are running smoothly, fruit is turning over quickly and buyers are very pleased with the quality.

The Japanese season is closing as I write and South East Asia is running on into the New Year with increasing sales. Of particular note in Asia is the new market opportunity in Thailand which is showing real promise. It is a good story and one we should enjoy the benefit of. Merry Christmas to you all and in the New Year prepare your new season crop for a truly global market push. We need you to be ready, because your exporters will be.  9

By John Bird NZAPF executive member john.bird@apata.co.nz

I Packer’s Comment I

Vital part of business There are many ways and areas in a company that increasing performance will enhance overall success.

It can be best described as the level at which all business units in an organisation work together to achieve core business goals.

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Looking at this from a packer perspective, improving operational performance is a vital part of business and is now even more important with technology changing so fast. The ever-present threat of disease, weather, new varities and many other factors mean finding a solution to help packhouses perform with greater agility, flexibility and precision is vital.

Today’s modern packhouse is flooded with packing and food safety regulations, from local regulations to export marketer requirements, so good systems need to be in place.

For growers, understanding the crop condition and then communicating this clearly to the packhouse is essential. This will help when the crop is received so implemented systems can deal with the expected line of fruit. Key to these systems are well-trained staff, ongoing training and succession planning for key roles, plus a good maintenance and health and safety programme. This should allow smooth operations and help reduce the risk of down-time and any pick to pack/shipping issues when the unexpected happens.

We are now seeing that avocados have to be picked for market, meaning a closer pick-to-ship timeframe which gives the marketer more time off-shore. This, along with a strict adherence to weekly crop flow, will ensure we all endeavour to meet our marketer’s requirements and produce a steady flow of fruit, giving us a better chance of a stable market. We must also be able to adapt fast to a changing market and to take advantage of opportunities that can give us the edge over our competitors. Most packhouses give the grower incentives, which help to reduce the packing cost, if growers achieve large bin runs of good quality fruit. For the packhouse, trays through per hour is important as this leads to reduced packing costs and so more dollars in the grower’s pocket.

We have seen some amazing packouts so far this season, even with all the weather issues that we have had to deal with. Growers are not just focusing on volume, they are realising high packouts can be achieved with avocados by doing more targeted spraying, cosmetic spraying and using pest management systems such as AvoGreen. We are now seeing a far cleaner product turn up.

With the expected increased volumes that the industry is hoping to undertake in the future, and the flowering we are seeing in the Bay of Plenty, packhouses must make sure they look at themselves internally and externally to take advantage of the opportunities and business success will follow. 

By Glen Dunseath Business & Marketing Manager Zeafruit glen@zeafruit.co.nz

I New Zealand Market Comment I

Ripening essential as volumes increase Back in the October article of Avoscene I reported a domestic market with good structure, planning, and stability - how quickly things can change!

Sometimes being a local marketer can be a challenging role and given the export returns on offer, the demand from off-shore customers, and a generally flat domestic retail trade environment, this is currently the case.

The retail and wholesale markets were over-supplied at the time of writing and values were well back on earlier season figures, and back also against last year’s figures at the same time.

With export returns being so strong the “poor cousin” feeling is definitely upon us.

Given the stability of the last season and the excellent start to this season, the current situation is somewhat challenging. From this we can take some significant lessons that will stand the local market in good stead as we look at a potentially heavy volume in the new year period, and (if early indicators are correct) the likelihood that next season could see significant increases in tray numbers.

This season the local marketers group talked at significant length about getting the start of the season right, ensuring fruit maturity levels were reached and eliminating immature fruit from the New Zealand market. Our aim was to ensure a good eating experience from the start of the season. Largely it worked well and growers, retailers, and consumers benefited from this move – eating experiences were positive, repeat sales occurred – all very positive improvements to our sector.

The challenge now as we look at our current supply situation, that of the next few months, and further into next season, is simple; how do we continue to improve our performance in the local market sector to ensure we are seen as adding value to the industry as a wider group, and better OGR returns into the grower’s bank account? What is the single biggest issue facing our industry especially when we are in an oversupply position, what will improve consumption, drive sales growth, and improve the flow of product through the supply chain?

To me it is very simple - ripening.

A green avocado display, regardless of retail selling price, will slow sales - maybe not in that one display, but in the repeat sales generated by the poor eating experience, or by the delay before consumption can occur.

In an over-supplied market, consumers buying fruit at good value need to be repurchasing regularly, assisting the flow of product through the supply chain. If anybody disagrees then they should take the time to view sales within a retail shop between green and ripened fruit at equivalent values – ripened fruit with colour will out-sell green fruit without question.

So as growers, packers, and retailers are you asking the question of your marketer – will my fruit be ripened? Do you have a ripening programme or plan?

Ripening is a risk to the marketer if they do not have a customer base to purchase the fruit, but not ripening is a risk to the industry as a whole. We are all looking for improvement and this is one way the industry can improve its performance.

As we head towards Christmas and the new year period, I would like to wish you all a safe and happy holiday period, drive safely if you are travelling and enjoy whatever relaxing time you can get. 

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Zorion beetle

PHOTOGRAPH: Brian Cutting, Plant & Food Research

PHOTOGRAPH: Brian Cutting, Plant & Food Research

I Organic Grower’s Comment I

Passive pollination Looking at my list of things to monitor in the orchard in spring, pollination is at the top and I can check that off as done.

What a magnificent flower display there has been for the 2014-15 season fruit set.

This has translated into what looks like a fantastic crop and business as usual here at Pear Tree Cottage.

Points of interest to note from my orchard: • Lots of winter set, more that I have ever seen.

• No beehives have ever been brought onto the orchard.

• PSA all around me so no neighbours have beehives.

To give some more detail, all pollination is performed here by unadulterated nature, nurtured since 1986. By choosing to go down the organic path we have created a sustainable environment where we work with nature and earth’s intelligences. This

PHOTOGRAPH: Brian Cutting, Plant & Food Research

Winter set fruit 12

in turn has given the orchard a diverse range of insect helpers. One such army I have at my disposal is the native Zorion Beetle. It would appear that a high majority of the fruit set in our orchard is facilitated by these native beetles.

During the Nutritional Values Conference in September, I was fortunate to spend some time with David Pattemore from Plant & Food Research, who was sharing his research on avocado pollination, in particular pollination performed by alternatives to honey bees.

David, was the first person I have spoken to who was familiar with these beetles and was interested in their role in pollination.

The first Zorion Beetles were sighted for this season on flowers in October, so I contacted David at PFR. In early November, David and his team spent two days here cataloguing insects other than honey bees that were being found on the flowers. This research also included how much pollen was transported by each insect variety. To watch these scientists at work was truly fascinating. I now call these PFR persons “insect whisperers”.

By Martin Munro Chairman, NZ Organic Avocado Growers Inc martin.jane.munro@gmail.com

The day they came it was grey and almost raining, I despaired at having suggested they drive all the way over from Hamilton. However, on their closer inspection of the trees they were blown away at the multitude of insects out there performing pollination on a dreary day – a perfect example for the research they are undertaking.

The highlight of their visit was the diverse range of insects, including not normally seen copious quantities of Zorion Beetles, all appearing to be pollinating.

Results of the information gathered will follow when research is complete. Watch this space.

I would especially like to credit Brian Cutting of Plant & Food Research for the photos he was able to capture on the orchard; Brian how do you make the insects smile?

Read on for an update about the outcome so far this season of organic fruit exported. One point of great interest to me is the current pricing situation – organic New Zealand fruit is out performing the organic Australian fruit. 

Organic exports – Lesley Shield JP Exports The first organic avocado shipment arrived in Australia on 11 November and the second shipment arrived approximately 15 November. The bulk of the shipments were sold in Sydney with small amounts going to Brisbane and Melbourne to test the waters.

The first shipment sold quickly. Sales of the second shipment were a bit slower but that could have to do with the weather in Sydney and Melbourne at the time. However, reaction to the quality of the fruit from the organic produce retailers is good. It seems that retailers were surprised at how good the fruit looked.

There are still Australian organic avocados in the markets which are currently selling cheaper than the New Zealand organics (which is the opposite to the sale of the conventional avocados whereby New Zealand fruit is cheaper than the Australian fruit).

This year we are asking our Australian customers to take the full range of sizes whereas in the past they would only take the small fruit and a few cartons of the 23/25 counts.

This means that our customers have to find the right retailer for the right size and coax them to take the larger counts.

We have also shipped a small volume of organic fruit to Thailand.

This is an ideal market for organics due to the MRL restrictions and interest in organic products generally is increasing, however obtaining the volume of 30 count fruit this market requires is difficult when there are only small volumes of organic avocados being packed. 

Regional Roundups News and views from your regional NZAGA Grower Representatives

REST OF NZ

By David French

18.11.13: It’s mid- November and new fruitlets are just starting to become visible in our region.

Generally the weather has been kind for pollination and we haven’t had the damaging early spring (mid-September) frosts which I believe cost us dearly last year. So if we can’t get a good set this year I will have to look for some new excuses. If we do get a good set, the challenge will become sizing the crop and setting up the trees with good nutrition and irrigation (if it’s dry) to repeat the process next year.

A quick comment on the conference: all that went seemed to agree that organisation was excellent and subjects covered interesting. The only negative in my opinion was that the panel discussion sessions were too short. The nitrogen one in particular could easily have lasted another half hour.

Of the talks I went to, the one I found most interesting was

by Lisa Cork on branding.

AT LARGE

By John Schnackenberg

18.11.13: It has been a rather quiet period post the New Zealand and Australian Avocado Growers’ Conference in Tauranga in early September.

Undoubtedly those who attended will have enjoyed a successful conference covering wide ranging issues, from the nutritional benefits of our lovely fruit to an analysis of the NZ and Australian economies and our opportunities in Asia, and prospects for the future. Over and above the obvious with respect to Asia for our high quality food production, a highlight on the later topic for me was the confidence that the presenter, Stephen Toplis, Head of Research – Markets for the BNZ, had in the redirection of the USA economy and thus the New Zealand exchange rate with the USA over the medium term. Good news indeed, one hopes, for a year or two out when large volumes of New Zealand avocados may need to go to the USA as our penetration within Asian markets increases off a low base.

Highlighting the need to accelerate new market development, the Board recently approved significant financial assistance for the CEO to complete the Primary Growth Partnership business plan for resubmission to the PGP Investment Advisory Panel in due course. Accessing a partnership for our industry with government through PGP remains a critical key to rapidly developing new

We seem to be missing an opportunity on the local market to brand our fruit and use the brand etc to get more information to the consumer. I think we need to look closely at having a generic “NZ Avocado” brand on local market fruit.

To be able to brand or label your fruit as “NZ Avocado” you would have to pass certain criteria. These could include but not be limited to food safety and maturity.

I think the maturity rules for local market need to be tightened up and mirror the export rules.

This doesn’t mean we could ever stop people from picking immature fruit, but at least if they did and the rest of us had a standard and a brand or label, we could prohibit them from using that label.

This would then start to differentiate the branded fruit from the rest and it could be marketed as such. A person who wished to sell fruit at the gate could still do it and they would have the option of carrying the “NZ Avocado” brand provided they were prepared to follow the rules and pay their levies.

Asian markets. The PGP, along with the recently successful “Avocados for export” MBIE bid with Plant & Food Research, is an essential element in the Board’s five year strategy.

For most the first harvest of the season will be over and we will have a good idea now of our total crop, its quality and size profile. The exporters certainly are confident of delivering very good value. Those who read my last Chairman’s Comment will recall I jested about my packer representative using binoculars to assess my crop earlier in the year. He’s got good binoculars! Like most growers, we appear to be ‘on estimate’ if not a little light on what the final crop could be. We spend such a long time growing and caring for the crop but really don’t know what we have until the ‘moment of truth’ – harvest and the packout. It’s been a nervous wait with the equinoxial gales and a pleasure to have cautious confidence vindicated with upside.

So what of the next crop? Clearly an amazing flowering generally across the Western BOP, with pretty good temperatures, leaves us confident of a strong year coming.

But for rain... I have 14 years of personal rain data from on the edge of the Tuapiro Basin; October has been amongst the three driest (with 2010 and 1999 – in the low 40 mm’s) and November just on average to date (as was November 2010 – ‘average’ being 77mm). Given the 2011/12 season (flower set spring 2010) was our biggest yet, perhaps I shouldn’t draw conclusions yet about lack of water! But my irrigation is going flat out.

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Regional Roundups MID NORTH

By Roger Barber

19.11.13: Growers in the Whangarei district are perplexed at the lack of crop set this season, as a result of persistent cold night temperatures throughout spring. It wasn’t until mid-December last season that night temperatures were conducive to fruit set; long after the flowers had disappeared.

The only localities that have set a crop are more coastal sites or in sheltered valleys with good air drainage. Fortunately good sets were achieved in the Far North and generally throughout the Bay of Plenty.

Now that the dust has settled after the highly successful New Zealand and Australian Avocado Growers’ Conference, we can reflect on the wide range of information presented. All the New Zealand grower delegates were presented with a scatter graph which identified their orchard in relation to all others based on yield performance over the past four years, and their calculated irregular bearing index. This shows the value of the industry database which allows such comparisons to be made. This was a source of astonishment to some of our Australian colleagues, as their industry has no such database. While this information was a passing interest to growers, many were left pondering the question - so what?

Although the information as presented was of limited value, the potential to use this to better understand production trends within the industry is enormous. For instance, if the information presented was grouped by locality, it would be no coincidence that the “good growers” would tend to be clustered in favoured districts, particularly in lower altitude coastal districts rather than more elevated sites further inland. This illustrates how avocados growing near their climatic limits of production are highly site sensitive, with their performance strongly linked to their

14

Continued

growing environment which dominates over individual grower performance. Naturally sheltered sites, gently sloping towards the north with good air drainage and a low wind chill factor will generally outperform avocados planted on more exposed land or situations were cold air accumulates.

Another dynamic would be to group plantings by tree age.

This would probably show that plantings in the eight to twelve year category would outperform older trees, say over 25 years, where tree vigour is reduced or the more difficult teenage years were trees tend to sulk, and pests and diseases generally become more of an issue.

Also the scatter graph does not account for management intervention, where part of an orchard may be removed and replaced putting the area out of production for several years, or severe pruning to restore tree vigour, which will involve short to medium term production loss before the productive capacity of the trees is restored.

Development of the avocado industry in New Zealand has been based on a “one size fits all” basis, with most plantings invariably being Hass on Zutano seedling rootstocks, irrespective of soil or climatic limitations.

The availability of improved, clonally produced rootstocks should allow major production benefits as specific rootstock can be selected for certain conditions. For instance, Dusa may outperform other rootstocks in colder conditions, and Bounty may be better suited to tighter soils where drainage and aeration becomes a limiting factor.

Clearly management inputs and the expertise of growers does also affect orchard performance but this is secondary to the vagaries of the site that the orchard occupies.

The industry production database is a good start in measuring and benchmarking orchard performance and will be a powerful tool in better understanding tree performance and the limitations imposed by our marginal growing environment.

By Jen Scoular New Zealand Avocado CEO jen.scoular@nzavocado.co.nz

Analysing industry performance We set out in the five year plan the objective: To produce a consistent and sustainable supply of New Zealand avocados to meet consumer needs.

We also set a five year goal to reduce the impact of irregular bearing to less than 30% volume change from an ‘on’ to an ‘off’ year by 2017 and to support growers to attain higher yields and maximise export packouts.

The activities to reach the goal include benchmarking orchard performance. At the recent conference we presented the industry “scatter chart� (see AvoScene October page 27) which records, as a separate dot, the performance of each PPIN, based on both the average yield for the last four years, and the irregular bearing index.

Irregular bearing index is an internationally accepted calculation of the impact of irregular yields.

IBI=

|đ?‘Ś1−đ?‘Ś2| đ?‘Ś1 +đ?‘Ś2

Ă— 100

Where y1 is the yield in year one and y2 the yield in year two.

Calculate block area: • preferably using a GPS instrument, • calculating area in Google Earth • or as the growers’ manual describes it: canopy area =No of trees x distance between rows x distance between trees in a row The scatter chart shows a huge variation in performance.

We know that some orchards are performing very well, but we haven’t ever examined what they are doing that others are not. Firstly because we hadn’t collected and analysed the data that allowed us to identify those “very good growers�, and secondly because there are so many variables, we weren’t sure what we should be measuring. We want to collect and then utilise this data on good and not so good performance to help us focus on the areas that have the biggest impact on great performance, so we can develop best

practice around those factors and share that with all growers.

The process is just starting, but we are looking closely at the data we have, adding more information at an individual orchard level, and then will use that to help direct where the R&D spend should focus.

We are getting some good information and I’d like to share information on yield by region. This takes all PPIN’s and calculates and ranks them by the average yield for the past four years (2009-10 to 2012-13).

The five orchards showing up as top performers are all small orchards and we are now going back to confirm the hectare information for them is accurate. For data to be useful it must be accurate, so we are now having to go back and check data such as the producing hectares.

There is standard for calculating hectares, set out in the growers manual. (See below).

It is imperative that we collect good information and we are reviewing how and what information we collect, and how we use and share that information. We will

What this demonstrates to me is that our goal to significantly improve yield is not asking for the impossible. Orchards, and orchards in each region, are producing avocado at three and four times the average yield.

I hear often that growing conditions are far more favourable in the Far North, but analysing actual performance we see that yields from the top 200 hectares in the Bay of Plenty are higher than from the top 200 hectares in the Far North. Far more irregular too – which, does confirm comments I have heard.

review how we collect your information for grower registrations before the next season, to better ensure our information is valid and accurate. We’d like to find ways that you can access your performance information directly from the website but we are a little way away from that yet – but having a grower dashboard is definitely part of our plan.

I’d be very pleased to have your feedback on how we are analysing performance, or to hear how you yourself measure and compare the performance from your orchard. ď Ž

Calculating planted hectares if number of trees is known Method

Example

Determine the number of trees in the block

1200

Determine the tree spacing in the block

7 by 7

Multiply tree spacing by the total number of trees

7 x 7 x 1200 = 58,800

Divide by 10,000 for total canopy hectares

5.88 canopy hectares

If the number of canopy hectares per block is already known, ensure that any partially planted blocks are calculated using the method above.

15

I Grower Comment I

Management practices in t Intensive planting, pruning, installing frost protection machines, and reworking unproductive blocks are among the methods avocado growers are using to improve performance on their orchards.

High density planting is proving successful at Ngati Kuri Trust Board’s Waimarama Orchard, located Ngataki, halfway between Kaitaia and Cape Reinga.

The orchard has 9500 Hass and 3500 Reed trees. The Hass are seven years old and the best block produced 29.9t/ha this season, with the others expected to make 25-28t/ha. The orchard achieved an 82% pack-out from a strip pick with a 2.9% reject rate.

Manager Paul Tolladay says the seven year old trees have complete canopy cover and the highest tree is four metres tall.

“The technology was originally from Chile and we are adapting it to suit our New Zealand growing conditions.

“There are so many doubters that say you can’t do it. The challenge is to make it work. A lot of time is spent analysing how we can improve and what’s happening overseas that can be adapted to our site.”

Tree spacings were intitially 3.5m x 3.5m but they are now trialling 3.5m x 6m to create better efficiencies when picking. It will also make ground spraying for six spotted mite easier, when it’s required, however most of their spraying is done by helicopter.

This style of growing relies on heavy pruning every year.

Paul’s team also flower prune to decrease the chance of irregular bearing. Plant growth regulators are used to size fruit and control vegetative growth.

The Far North has a problem with phytophthora and Paul treats this with 16

foliar acid applications backed up by injections for those not responding to the foliar treatment.

“We apply acid at half the recommended rate; our trials have proved that’s more successful. We also tried pills last season but the verdict isn’t in yet.”

They use a drip line irrigation/ fertigation system, feeding a little and often. This works well on the sandy soils in the area.

Trials of new cultivars Latas, Bounty and Dusa are taking place on the orchard and Paul is interested to see whether any might be better suited to Far North’s wetter soil types.

One per cent of the original plantings

savings in terms ofequipment, skilled labour, and health and safety requirements.

Otamarakau grower Robert Jefferis says if he was starting again and a lot younger, he would be very interested in the high density planting.

He and partner Val Lilburne planted their first avocados 14 years ago and also have 12 and six year old trees, but they say this is the first year they have had a decent crop – 22.3 t/ha. The trees in one block would produce fruit on half of the orchard one year and the opposite half the next.

Robert believes cold temperatures during fruit set were a major factor

“Keeping trees small means a good fruit size profile.

It allows me to pick hard and early.” - Ian Broadhurst were pollinisers; new plantings have 10% pollinisers.

Far North grower Ian Broadhurst also has intensive planting on his 10 hectare avocado orchard at Kaimaumau.

“We didn’t want to use cherry pickers and wanted early production. Four year old trees are averaging 12 to 13 tonnes a hectare. That’s the great thing about intensive planting, production comes quick. You get canopy closure quickly, but you have to manage the growth.

We’re into pruning now big time.”

Trees are spaced 4m x 4m apart and are all Hass, with about 20% Hass on Dusa rootstock, and 10% pollinisers.

Sprinklers are used for irrigation and fertigation and there is overhead waterbased frost control.

Like other intensive avocado orchards, Ian uses plant growth regulators and does a lot of pruning.

“A lot of people have to size pick. We’ve found with these young trees our fruit size is excellent.

“It allows me to manage the canopy too.

You can’t prune if you’ve still got fruit on.”

He says having smaller trees provides

affecting production.

“Yes, you can feed them all you like and have the best looking trees but if the temperature’s not high enough to set fruit, and fruit that will stay on, you’ve spent a lot of time getting nothing.”

Starting about four years ago Robert began grading all 500 trees bywhat sort of crop they produced – very light, light, medium or heavy. Then they installed temperature gauges throughout the orchard and discovered there was too much cold wind coming under the trees, so they put 1.8m wind cloth under the shelter trees. Two years later they were badly affected by a frost in August and decided to install a frost fan.

“My theory is if you keep temperature up above freezing, then avocados are going to do well, because they’re a subtropical tree. They will handle minus two or minus three degrees for a couple of hours but what really does the damage is minus at 9pm and through to the following morning; that’s 10 to 12 hours below freezing. I believe trees are like human beings, it chills them to the bone and they get hyperthermia.”

Recently a contractor undertook a

By Natasha Mitchell Journalist natasha@thesun.co.nz

n top performing orchards major prune on the oldest trees. The aim is keep trees under eight metres high.

“We’re looking for a medium crop throughout the whole orchard. I don’t want another 22.3 tonne a hectare crop – I’d sooner have 15 tonnes a hectare this year, next year and the year after.

“They are very fickle things to grow and the slightest thing can change things.”

Kathy Woods has temperature monitors throughout their 26 hectare orchard at Maungakaramea in Northland too. A slope that falls to the back of the block means this part can be two degrees colder than the front, which can make a big difference in winter, says Kathy.

About five years ago they installed three frost fans.

“In a really heavy frost we’ll still get zapped. It’s not a silver bullet but it’s an aid,” says Kathy, who believes site selection is key when establishing an orchard.

She thinks cold temperatures have more of an influence on production than water, and doesn’t have an irrigation system.

Trees on the orchard range from four to 14 years old. The older blocks were originally Hass on alternating Duke 7 and Zutano rootstock, planted at 8m x

“We do 12 to 14 tonnes a hectare average standing on our heads and I’ve seen them do 30 tonnes, but I want to do 25 tonnes a hectare year in, year out. You’ve got to shoot for something, don’t you?” - Ross Mutton on drainage and land preparation and planted Carmen Hass and Maluma Hass on Dusa and Bounty rootstock on a trial block. Spacings are 6m x 4m to fast-track production.

“Our initial was to take out the second tree, but with modern management techniques, we could keep them as is.

The jury is out on that one for me. With pruning and plant growth regulators and heavy cropping, we may be able to keep them down. But we are set up for harvesting big trees.”

The trees have their first crop this year, though last year they flowers pruned to allow the trees to continue growing before producing fruit.

Ross uses irrigation but not fertigation.

He believes problems arise when you over-water and he now goes for a ‘little and often’ approach.

Ground fertiliser is applied once a month, on top of an annual base dressing

“I’m convinced the new rootstocks are the way to go.

Any new plantings will be on a clonal rootstock.

You’re mad if you don’t.”- Kathy Woods 8m. The orchard had become crowded so following a very poor crop last year, they pruned heavily and removed every second tree. During the process of selecting trees for removal they discovered the Duke 7 rootstock trees were healthier and better producers and now all the Zutano are gone.

Houhora orchardist Ross Mutton is reworking his 10ha home block and experimenting with new varieties, using lessons he has learnt on two lease orchards to inform his decision-making.

Trees on Ross’ home block were old and suffering from decline, so he hasworked

of lime, superphosphate and gypsum.

Phosphorous acid injections are used to combat phytophthora.

Every tree is pruned at least once a year, with flower pruning as required.

“We need to intervene on trees that are going to over-crop and throw themselves into a boom and bust cycle. It’s all about consistency of crop. I treat every tree as an individual.

Bay of Plenty grower and consultant Lindsay Heard says there are a number of factors he considers important for high production avocado orchards.

“It starts with the roots; healthy roots

are required for good nutrient uptake, good water uptake and hormone production.

“To set the trees up for spring flowering then, avocados require healthy root systems in the autumn and early winter, and good phytophthora control is essential, especially for mature trees,” says Lindsay.

Pollinisers have been grafted on Hass trees or new pollinisers (Ettinger and Zutano) have been planted (ideally 8-10% of total tree numbers) and Lindsays says they have increased fruitset in orchards that previously set low fruit numbers, especially when cool temperatures occur over flowering.

Limb removal or pruning to remove excess flowers prior to spring flowering has become a common practice, especially in the ‘on’ year for flowering.

“Flowers are thinned prior to flowering in other crops to regulate the cropload, e.g. kiwifruit and apples. The same management regime should be applied to avocados to reduce flower numbers or fruit numbers in avocados.”

Lindsay says climate extremes have become more common, i.e. extended high rainfall periods which increase phytophthora or extended low rainfall periods e.g. 2013 summer – lowest rainfall summer-autumn over last 35 years. Therefore irrigation or good levels of mulch are important to maintain soil moisture.

“High cropload trees or trees with high flower numbers require good nutrient inputs to supply nutrient requirements.”

He also says fertigation has become an important management tool to supply nutrients on a little and often basis during the high fruit sizing period, plus maintain very good return flower numbers in the following spring.  17

I Avocentric I

Attention to detail and tre EASTWOOD ORCHARD

Orchard management tasks carried out in a timely manner, close observation of tree health and an appropriate fertiliser programme are among the factors which have enabled Eastwood Avocado Orchard to consistently perform above the industry average.

Ten years ago the six canopy hectare orchard was sheltered, but unplanted. In the last four years its 1700 trees have produced an average crop of 15 tonnes a hectare putting it among the avocado industry’s top consistent performers.

Eastwood, inland from Whangarei near Maungatapere, is owned

by Philip Badger who lives in Australia. Philip bought the block, which had been sheltered for kiwifruit, and employed Dave Alderton, who has more than 30 years’ experience in the fruit growing industry, to help develop it.

Dave remains its orchard manager and says it is vital the orchard produces a return each year, as with an absentee owner all the work done must be charged out.

Eastwood’s climate is generally warm with and annual rainfall off approximately 1450ml, with a risk of late frosts but also high humidity in summer.

All but the internal shelter from the original block has been retained. The cryptomeria and bamboo works well and the shelter is kept open to ‘break up’ the wind and avoid it tumbling over the shelter and ‘dumping’ on nearby trees.

The orchard is elevated, lies to the north-east and sloping, so that cold air generally drains away well. However, during the first two years after planting, the organic frost protection product Thermomax was sprayed on the young trees.

The 1700 trees were sourced from three different plant nurseries

Pollinators planted in gaps in the shelter throughout Eastwood Orchard not only provide pollen but also mean the trees are not taking up valuable space among the productive trees.

18

Trees are kept to a height at which they can be picked from a 3.5 metre Hydralada.

6.75

19,091

15.61

7 7

23

25.0

25000

20.0

20000

15.0

Total volume TE

t/ha

30000

By Elaine Fisher

15000 10.0

tree health key to success 10000

5.0

5000

7 ha

0.0

0

trays t/ha

and most were planted in the same year at 8m x 8m spacings. They are a mix of Haas fruiting trees and Zutano pollinators.

Water for irrigation comes from the Maungatapere Irrigation Scheme, which EASTWOOD takes water from the Poroti Springs and ORCHARD Wairua River to service 205 horticultural properties.

The majority of the trees have never needed injecting to combat phytophthora but two years ago some of the trees showed symptoms of the disease and have been injected.

Trees are pruned to a height where they can be picked from a 3.6m Hydralada and the aim is for an open canopy.

“We don’t flower prune as such but take out whole limbs to reduce the height and width.”

Mulch is not used. Dave says the trees are in effect ‘self-mulching’ because of the leaves they drop. His preference is to This chart shows Eastwood Orchard has a lower variablility of production and higher yield than most orchards Grower: P. Badger spend money on fertiliser programmes, However, there isn’t so much fruit to Avocados are 7682 recommended by Dave. based on soil and leaf tests, to promote Ppin: pack this season. Dave says in 30 years “I tweak the programme depending leaf and therefore fruit quality.

Data recorded in the industry data base of involvement with avocados, this is the on what the soil and leaf tests show and “We do mulch limb prunings but don’t first year he has seen such a light crop on seasonality.” spread that too thickly around the trees.” trees in the Whangarei region. He puts Eastwood has produced a commercial Des Johnson is the orchard’s full time – it down to frosts and cold winds during crop each year since the trees matured part-time worker and Dave says he gets Volume in pollination. Irregular and although there have been some jobs done in a timely manner. trays equivalent Bearing Season Hectares t/ha bees didn’t “The getIndex out of the hive. I’m fluctuations, they have not been large and The aim of the management of the 2009-10 7 18248 14.3 sure it was a climatic problem, nothing have never fallen below double figures. orchard is not to skimp on inputs or work 20 2010-11 7 with the 12210 to do9.6with the trees because they are in Fruit quality is also consistent which needs doing, but to do so in a cost 38 2011-12 21.4 condition.”  pack-out rate, through NTL 7packhouse in27274 excellent effective manner.

11 18631 17.1 Whangarei, 2012-13 ranging from 69 6to 78 per cent.

The fertislier programmes for Eastwood 6.75

19,091 15.61

25.0

23 30000 25000

20.0

20000

15.0

15000 10.0

10000

5.0

7 ha 0.0

Total volume TE

Average

Eastwood Orchard Yields 2009 - 2013 t/ha

.

Average

5000 0

trays t/ha

19

Picking our brains is all part of the service When you need unbiased advice, talk to the Farmlands Horticulture technical team.

Call our experienced technical team; we’ll come to you: Northland John Lees 027 612 1562 Helensville Maria Fathollahi 027 704 9263 Pukekohe Steven Dass 027 457 2742

FCSL FAR21973

Bay of Plenty Mark Loeffen 027 705 6215

20

Our philosophy is simple: to provide the best advice to the grower without the hard sell.

Waikato Brett Turner 027 660 1165

We have the knowledge and expertise to help maximise crop production and increase your bottom line. And we’ll share it free of charge.

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Our advisory service is backed up by a full range of competitively priced horticulture products available through conveniently located Farmlands stores.

Trusted advice without the hard sell

Horticulture

Exporters, packers striving to lift quality and returns Avocado exporters and packers are making innovations in branding, packaging and fruit handling, all designed to enhance fruit quality, fruit sales and develop new markets.

Innovative pallet wrap The way avocado pallets are secured may change following a promising trial of a new product which NTL Fruitpackers in Whangarei is part of.

Duane Wells of NTL Fruitpackers says he’s impressed with the Israeli product called Tama Wrap, which is plastic net used to wrap the pallets instead of cardboard corner boards and plastic strapping. The pallets are placed on a turntable and rotated as the

Tama Wrap plastic net to wrap pallets is being tested by packhouses this season, with some promising results.

netting is applied automatically.

It is a lot quicker than strapping, secures the fruit well, does not impede airflow around the fruit and, with the right tools, is easy to remove, leaving just a handful of bio-degradable netting to dispose of.

“The feedback from the markets so far has been positive. While this product is new to our industry, it is widely used by others throughout the world,” says Duane.

The trial has been conducted by JP Exports, Freshmax, Southern Produce and Primor through various packhouses with the potential of recommending a change to the industry packaging requirements.

Organic fruit JP Exports pioneered the market in Thailand, first sending organic avocados there five years ago on its own initiative without support from New Zealand Trade and Enterprise or the AIC. Chris Frost, supply manager for JP Exports and Fresh Direct Ltd, says the fruit continues to be well received by customers.

“We have been sending between 240 and 480 trays every 10 to 14 days throughout the season, beginning September. We focus on airfreight shipments, as it is a market which requires handling education and does not have a huge cool chain infrastructure.”

Thailand yields reasonable returns, but is not always as strong as Australia, he says.

“We see new and developing markets being key to the future as Australian need for New Zealand supply diminishes. This is why we chose to export fruit to Thailand in the first place, and used organic supply to get around regulatory restrictions.

“We are using and building our own brand but in Thailand use different labels at the customer’s request and sometimes different packaging.

“Education in handling avocados in the markets and at retail is extremely important and in my opinion should be supplied and funded on an industry basis. It is in every industry participant’s interest, from the grower to the consumer, that the product is handled in a manner that is going to give the consumer the best possible experience,” says Chris.

Continued...

21

Exporters, packers striving to lift quality and returns Continued

Shipping and on-orchard quality Finding ways to successfully ship avocados to European markets would open up new opportunities for the New Zealand avocado industry, says Jarrod Redwood, avocado programme manager for Freshmax.

“We already have had enquiries from several European customer looking for avocados but current storage methods mean they wouldn’t survive the sea voyage.”

Dave Alderton, technical services for Freshmax, agrees a breakthrough would be hugely beneficial, helping reduce reliance on the Australian market.

“Sending fruit to Germany, for example, would be a 32-day sea trip with say another eight days on shore, but by 28 days most avocado are passed their best.

Educating importers and retailers on the correct handling of avocados is crucial and Dave says Freshmax was part of an AIC-organised delegation to Japan three years ago to promote handling and preripening techniques.

Freshmax is continually looking to drive efficiencies in its own business but the single biggest factor to improving the quality of fruit in the marketplace, is the quality of the fruit harvested from orchards, Jarrod and Dave say.

“It all starts at the orchard and the industry should be looking to help up-skill and support growers to get the quality right so the post-harvest sector can maximise returns for everyone,” says Dave.

Home for small fruit Dispensation to export size 36 fruit to Australia this season is a bonus for growers, says Annmarie Lee, SeekaFresh business manager.

“We have been packing the smaller fruit which would not normally be exported but because of demand, we supported moves by the AIC to gain dispensation this season.

“It is not a huge amount of fruit but in terms of grower returns it is worth it.”

Growers should receive more for the smaller fruit than they would normally

22

Just Avocados is promoting its Mr Avocado brand in Australia this season.

expect and the move has helped meet the needs of the Australian market, where local production is down.

Over-all Annmarie says fruit quality is good and while the season is only halfway through, indications are that returns should be strong for growers.

in 2014, targeting New Zealand and Australian retail.

This season Just Avocados has also rolled out its Mr Avocado brand and it’s finding favour with retailers and consumers.

“We have had the brand in our stable

“We have created competition between stores by offering prizes for the best avocado displays and this has encouraged produce managers to look for new and innovative ways to display our avocados.” - Steve Trickett, Just Avocados.

Packaging and merchandising A new three-piece avocado pre-pack developed in Europe and now being refined for the Australian market is among the latest innovations from Just Avocados Ltd. Just Avocados marketing director Steve Trickett says similar packs are promoted successfully by leading avocado marketer AZ France which Just Avocados has been working with in recent years. The company now plans to launch its version

for some time but now have a new look label and new packaging to carry the brand. Using this secondary brand allows us to branch out into other chains, including targeted independent retailer chains, complementing our original Bayfresh brand. We are working closely with La Manna Group in Australia targeting new customer opportunities in Victoria and South Australia primarily, offering retailers a unique programme from the larger supermarket chains we also serve. This includes in-store

promotional activity such as tastings and consumer purchasing competitions as well as best display incentives for fresh produce store managers.

“Building on a similar initiative used with kiwifruit through associate company Global Fresh.

“We have created competition between stores by offering prizes for the best avocado displays and this has encouraged produce managers to look for new and innovative ways to display our avocados.”

This season Just Avocados is handling around 22 per cent of the avocado crop and Steve says generally the pack-out has been good, with orchard harvest volumes in line with or above estimate, despite the summer’s drought.

Streamlining export AVOCO’s collaborative model, formed when former rivals Southern Produce Ltd and Primor Produce Ltd joined forces, is already exceeding expectations, says director of AVOCO Alistair Young.

“We now share everything, which means we are using the critical mass and joint powers of AVOCO to minimise cost and maximise profits for our growers. We share the weight of production and post-harvest activities, through to support of the marketplace.”

“To further improve export operations would be to see growers specialising for markets, so they are growing product with the correct spray applications and inherent quality for the longer distance markets of Asia, and in the future China and India too.” - Alistair Young, AVOCO. There are six packhouses around the country packaging AVOCO’s fruit for export. Streamlining those operations and encouraging each to be as marketfocused as possible has been high on the priority list.

“It’s about getting each packhouse to specialise in a particular market, in terms of spray requirements and so on, so that they’re not having to pack multiple types.

Initiatives like this are ensuring we’re getting best bang for our buck for all our growers and contributors.” says Alistair.

Growers are also being encouraged to be market-focused.

“To further improve export operations would be to see growers specialising for markets, so they are growing product with the correct spray applications and inherent quality for the longer distance markets of Asia, and in the future China and India too.”

“Most growers at the moment are growing for all markets, but that can be streamlined to benefit everyone.”

Carwyn Williams, market manager

for South East Asia, says getting in and talking to retailers and customers is critical to developing export performance.

“In Asia we did retail store training for 65 to 70 managers about how to handle the fruit that our growers have done everything they can to grow perfectly. It’s our role to help these store managers to understand how to get the fruit to the market in pristine condition. That’s vital to continuing demand.”

Looking ahead, more investigation of controlled atmosphere and advanced shipping techniques is on the cards says Alistair. This will be crucial to casting the net even wider when it comes to the emerging markets of China and India, on which AVOCO has its sights firmly set.

“We will become increasingly capable of refining these transportation processes so fruit is being kept as young as possible to reach the consumer in the best condition possible. Further along the track, we’ll be capable of harvesting closer to departure dates to improve shelf life for faraway supermarket shelves.” 

New Zealand Avocados on display in Thailand are among those being marketed there by AVOCO.

23

Integral component of i

By Glenys Parton Industry Systems Manager glenys.parton@nzavocado.co.nz

AvoGreenÂŽ was introduced in 2010 as a pest management system based on the principals of an integrated pest management system (IPM).

The auditable programme was designed to meet not only current expectations but to position the avocado industry to be able to readily match future demands of its customers and provide a point of difference particularily in emerging markets.

Since AvoGreen became mandatory as a requirement for export, there has been 12 articles published in AvoScene under the topic of AvoGreen as well as an overview booklet published which all growers were sent in 2010 and all new growers get when they register for a PPIN. In the AvoScene of September 2010 there was a clear message that fruit intended for export in 2011-2012 season needed to be AvoGreen compliant from 1 November, 2010 and growers’ education and adoption has seen a strong response in the uptake and commitment to the industry AvoGreen programme.

However, despite the clear message from 2010 and

Justifying a spray other than by monitoring Monitoring is the most important and most common way in which a spray application can be justified. Below are specific examples of when a spray is allowed without monitoring.

Further situations will be investigated and may become allowed in future. a) When the threshold for greenhouse thrips is exceeded, two sprays are allowed without monitoring for the second spray provided the second spray is applied between 14 and 21 days after the first. b) When armoured scales are found at harvest, growers can use their reject analysis data showing armoured scales were present to ensure that at least one spray with a label claim against armoured scales is applied the following season provided no such spray has already been used against any other pest. c) One leafroller spray is allowed after flowering and before the end of January because this is a critical timing for the most common pest and occurs when monitoring can be problematic.

24

f industry strategy subsequent messages since, there has been a degree of laxness by some growers in committing to the principals of the programme. There has been a danger that when there is little fruit on the orchard, the principals of complying to AvoGreen may be easily overlooked.

As a result of a review undertaken in 2011, decision criteria for assessing AvoGreen compliance were improved to provide better clarity and consistency and these were implemented in 2012.

In the current season, the industry has been applying these decision criteria consistently to all AvoGreen applications.

As a consequence some growers this season have found their fruit is not AvoGreen compliant and therefore not able to be exported.

As in-market compliance across Asia increases so does the requirement for internal audit. We must implement a robust system, which means we have to

AvoGreen Compliance The current crop is defined as commencing with fruit set on 1 November the season prior to harvest season. For an avocado crop to be AvoGreen compliant all sprays to the current crop, from 1 November to harvest season, must be justified as described below:1. Each spray needs to be supported by monitoring results showing that the threshold for a pest has been met or exceeded (without data rounding).

Spraying should occur soon after deciding to apply; after 4 weeks monitoring data no longer adequately reflects the current situation and so can longer be used to justify a spray.

(In specific circumstances alternative reasons can be used to justify a spray, see accompanying section, ‘Justifying a spray other than by monitoring’.

2. Pest monitoring has to be carried out by an accredited AvoGreen® Monitor. See AvoGreen Specifications for the relevant requirements.

3. All agrichemicals1 used must be approved and applied at no more than

assess all growers using the same audit criteria.

Biosecurity was one of the major drivers for the introduction of the AvoGreen system. The programme is set and implemented by the industry and is externally audited, a process which facilitates export market access.

AvoGreen is a tool to help growers achieve better pest control in a way that retains credibility and access to premium markets by meeting customer expectations.

AvoGreen is a programme that should be very much part of the routine orchard management as it is very much a part of the industry strategy and how we plan to position the NZ Avocado category in our emerging markets.

If you need clarification on the AvoGreen system please phone Glenys Parton 0800 286 2236 or refer to the documents on the industry website: www.nzavocado.co.nz/industry/avogreen.csn

the maximum rate given in the AIC Avocado Quality Manual and on the product label.

4. All agrichemical applications used in producing an avocado crop must be recorded in the electronic spray diary for that PPIN and the diary verified by the Packhouse before the crop is picked.

5. The appropriate Pre-Harvest Interval given in the AIC Avocado Quality Manual for each agrichemical and market must be met.

6. All persons spraying agrichemicals within an orchard in the AvoGreen programme must have a current GROWSAFE certificate.

7. Spray rigs must be well maintained (a legal requirement under the HSNO Act) and should be regularly calibrated and used as set up.

1 The term “agrichemicals” includes all chemicals used in producing an avocado crop excluding fertilisers and spray adjuvants, unless these are being used as pesticides. Approved agrichemicals are registered pesticides with a label claim for use on avocados.

“AvoGreen is a good system as you know you are killing what’s there because the sprays are targeted.”

Aleric Newbald Avoscene Aug 2013

“It’s a great programme which is auditable and fits back-to-back with the NZGAP systems we use.”

Sue Culham Avoscene Aug 2013

“With modern targeted sprays you need to know what’s in the orchard so you can use the right sprays.”

Jack Crozier Avoscene Aug 2013

“The AvoGreen programme also gives New Zealand avocados an edge in the market, as we can say we spray according to best practice and only when required” Janice Cates Avoscene Aug 2013

25

26

By Jen Scoular New Zealand Avocado CEO jen.scoular@nzavocado.co.nz

Market Focus: India India, a country in South Asia, is the seventh-largest country by area, the secondmost populous country with more than 1.2 billion people, and the most populous democracy in the world.

The Indian economy is the world’s 11th-largest by nominal GDP and third-largest by purchasing power parity (PPP). Following market-based economic reforms in 1991, India became one of the fastest-growing major economies; it is considered a newly industrialised country. However, it continues to face the challenges of poverty, corruption, malnutrition, inadequate public healthcare, and terrorism.

1. The market India has a modern economy with a largely self-sufficient agricultural sector, diversified industry and a relatively large and sophisticated finance and service sector. It has been one of the top world economies measured by GDP growth for many years, and was estimated by the CIA World Factbook as the world’s fourth largest economy in 2012, as measured by GDP (Purchasing Power Parity).

By the end of 2012, India was New Zealand’s 12th largest export market and

two-way trade was valued at NZ$1.2 billion. Primary commodities make up the bulk of New Zealand’s exports to India, with key exports being minerals, wood, dairy, wool, wood pulp, metals, fruit and animal hides. There has also been steady growth in services trade, most notably in education, where India is New Zealand’s fourth largest education market, and also in tourism.

India is New Zealand’s most developed trade relationship in the South Asia region, and the two countries are negotiating a bilateral free trade agreement. It offers a potentially vast market for consumer and industrial products, particularly when access is further liberalised.

As well as an expanding trade and economic relationship with India, New Zealand’s growing Indian community (2.5 percent of the population) has also served to strengthen people-to-people linkages While the agricultural sector accounts for just 17.4 percent of India’s GDP, it employs approximately 60 percent of the population.

In looking at opportunities for New Zealand, NZTE suggests India does offer opportunities for New Zealand businesses because of the growing economic prosperity in India is being driven by several macro trends, including: • growth in urbanisation (the World Bank projects India’s urban population

to double over next 30 years) • growing appetite for Western/ imported products and convenience products, particularly in urban centres • high levels of brand consciousness • on-going population growth, feeding a youthful and increasingly better educated populace.

India’s population and middle-class consumer segment will continue to grow steadily in the foreseeable future, so there will be opportunities for both commodity and higher value niche food and beverage products in higher-end retail, and hotels/ restaurants in particular. According to a recent newspaper article in India, the middle class included 25m people in 1996 but now includes 160m people.

New Zealand has a clean, green image in India and products that carry health or status characteristics can do well.

As with all markets, we must ensure strict compliance with phyto-sanitary regulations, labeling and tariffs.

In a recent report on India, ANZ reported that India is the second largest producer of fruit and vegetables globally. The fruit and vegetable market contributes to approximately 20% of agricultural GDP. During 2011-12 India produced 76.4 million metric tonnes of fruit and 156.3 million metric tonnes of vegetables. To some it may appear that there’s little room for new entrants, but on closer look there are certain areas which may present opportunities to 27

Market Focus: India

A mixture of varieties and quality of Indian avocados

New Zealand growers.

Apples are a relatively high-priced fruit in India and consumption is largely confined to the higher-income demographic.

Imported apples are considered a premium product compared with domestically produced apples which are considered low in quality due to the levels of damage received during packaging and storage.

On the other hand, imported apples are protected in packaging and refrigerated containers until they reach the consumer.

Almost all apples produced in India are used for fresh consumption, with only small quantities processed into other products.

Economic growth in India has created a middle and upper-middle class with sufficient income to diversify and improve the quality of their diet through high-value food items such as apples. Because of this the demand for imported apples from New Zealand is likely to increase in the future.

1.1 Opportunity for NZ avocados We met the Secretary of the Indian Avocado Growers Association at the World Congress in 2011. He talked about the small holdings of avocados being grown in India but the potential for avocados in India. His presentation on the opportunity for avocados in India included the following points: • Consumers are curious about knowingand getting the training on latest entrants in nutraceuticals, fruits and super fruits available in their area; may it be a small town or a big city.

• Most Indians are vegetarian; they need variety of fruits and vegetables • Avocado has the highest energy value of any fruit.

It is also rich in proteins and fat, and yet low in carbohydrates, with many 28

Continued

valuable vitamins and minerals.

• The avocado is good for both obesity and hunger.

• Avocados are high enough in calories to help India’s people who are underweight, yet it is still considered to be a weight loss tool. The monounsaturated fat speeds up the metabolic rate, as compared with saturated fat. High fat content gives a quicker feeling of ‘fullness’, reducing overeating. So the avocado has its many benefits in combating malnutrition and obesity.

• The International Diabetes Federation estimates that the number of diabetic patients in India more than doubled from 19 million in 1995 to 40.9 million in 2007. It is projected to increase to 69.9 million by 2025 making it the ‘Diabetes Capital’ of the world.

Delhi alone has an estimated 29.8 lakh (100,000) people suffering from this disease (Indo-US collaborative study).

Currently up to 11 per cent of India’s urban population and 3 per cent of rural population above the age of 15 has diabetes.

He concluded with the comment that “the avocado is the fruit of promise in India to maintain her health”.

2.1 Market visit NZTE has recently completed an Indian market report, as background for a market visit by AVANZA and the New Zealand Avocado Industry. I joined Tony Ponder, Avanza Director, Andrew Darling, AIC/ AVEC Board representative on an NZTE organised visit focussing on gaining a real first hand understanding of a market that offers huge opportunity but also poses real challenges. The visit included talking to the right people across all areas of the value chain, the importers, freight forwarders, distributors, logistic providers, retailers at different tiers, and very high end food service and five star hotel chains.

Additionally, NZTE provided their knowledge of the market, from their experiences with other New Zealand exporters’ successes and challenges in the market. This

included talking with the NZTE business manager now seconded to Zespri, with real experience of developing a market for high value fresh New Zealand fruit.

Tony Ponder, Andrew Darling and I all travelled to India on a NZTE supported market visit. Tony travelled as an Avanza representative, funded by Avanza, my participation was approved by the AIC Board as a market development activity, funded out of the promotions levy, and the Board asked Andrew to participate as an AIC Export Director, and his costs will be funded from the Exporter market access levy.

Some of the background information provided by NZTE provides a very useful picture of the situation into which we would like to see avocados becoming a normal part.

Fruit and vegetables typically constitute an essential part of the daily diet in India and they are in great demand round the year from most sections of the population.

However, with avocados, there is lack of awareness about the nutritional benefits of the fruit.

Avocado is considered to be a top end fruit and the taste is unfamiliar. It is popular among the educated and well-travelled groups, as well as with consumers where local varieties are readily available.

Avocados are still a minor fruit crop for India. It was introduced from Sri Lanka in the early parts of the 20th century, and presently it is cultivated in a scattered way in tropical south Indian states like Tamil Nadu, Kerala, Karnataka and Maharashtra. Wayanad (Kerala) and Kodaikanal (Tamil Nadu) are the two major places for growth of local varieties of avocados. Other areas where avocados are grown include: Lower Palani hills, Ooty and Coorg (Karnataka), Dahanu and Nasik (Maharashtra). Nasik region has mostly experimental and semi commercial stage research farms. The crop is also popular in the north eastern Himalayan state Sikkim.

Street vendors are consumers’ “trusted green grocer”

Plenty of opportunity for in-store collateral

The Indian avocado season is from June to January and a normal tree can bear up to 300-350 fruit per year. In Nasik, research is being carried out to harvest avocados for two periods of the year, so that they have 12 months availability.

To date, no serious plant protection issues have been experienced and it is believed that with technological support from abroad, the avocado industry can be developed in India.

The hotel industry has been growing quickly and there is an opportunity to develop this crop to meet the demand from hotels.

The major limitation in avocado production is the lack of market awareness.

Varieties available are the green skin varietals and there is inconsistency of supply.

The avocados harvested in South India are consumed there and hence very little fruit is available for consumption in other places.

Presently, there is no organized marketing system for avocado as the production is small and production areas are scattered.

2. Avocado Production in India Avocado production in India is currently done in the following ways: • Some Indian vegetable growers have ventured into avocado production. Most of the avocados are sold in local retail stores or directly to the hotels. This is because of the short shelf life of Indian avocados and the lack of infrastructure. One of the companies producing avocados is: o Namdhari Farm Fresh Pvt Ltd -

www.namdharifresh.com, who we visited.

• Some of the farmers are being given training and planting material from the research institutes to develop commercial plantations of avocados. These research institutes plant the avocado trees at their premises and then study the commercial benefits as well as the development of new varietals.

• Farmers rely on the middle men to sell the crop at local markets or retail outlets. In Mumbai, a farmer’s market is another route for sales.

One of the important constraints appears to be consumer awareness. Due to the availability of a large number of fruit crops in India and consumer preference for fruits of sweet taste, avocado has not caught the imagination of the average Indian to date. To develop the taste with the Indian consumer, there is a need to allow them to taste avocados with different recipes. This can be done by way of promotions and sampling sessions along with describing the benefits. Recipes for use of avocados in/ with Indian food would be welcomed.

Avocado is considered to be a very niche product for the Indian market. Upper middle class, well-read and well-travelled Indians staying in metro cities have shown interest in avocados. For others, avocado is an unknown fruit, which will take time to develop in the market. Investment will be required to raise awareness and with emphasis on health benefits of avocados.

Indians have quite a high level of cardio vascular disease and type 2 diabetes. So they are receptive to health messages that assist management of these diseases.

An All India Avocado Producers Association (www.avocadoindia.com) has been formed in Nashik (around 3 hours’ drive from Mumbai), Maharashtra to support and growth and cultivation of different species of fruits and vegetables all over India. The association is looking at importing plants and tissues to develop avocado varieties in India and has the following on its agenda: • To find out about the current growers of avocado and involve them in this association along with providing them useful information on the fruit.

To generate awareness of scientists all over India about this fruit and take their help in developing its future properly.

They also propose to form a national level association for avocado in Nashik.

To understand the suppliers needs and difficulties and help and aid them in every way possible.

• To prepare a manual for growing of avocados through Good Agricultural Practice and also a manual for organic manufacturing of avocado.

• To find out whether avocados could be the fruit whose cultivation could be the replacement for today’s grapes cultivation in Nashik.

• To study whether avocado can be as profitable as grape and mangoes. Experts believe that there are opportunities available to the domestic and international avocado industry in India at various levels: o Farms and plantations; o Post-harvest infrastructure; o Merchandising; and o Consumption by the end user of avocados.

We have just returned from the trip and can confirm that the learnings have provided real evidence that India is absolutely a market we should be persuing. We saw imported avocados being sold for values that would deliver a good return for NZ growers, we heard from importers and Executive chefs alike that they cannot get a consistent supply of imported, good quality, ripened avocados.

We heard about the successes of other exporters, we talked in detail to logistics providers to understand the changes we might have to make to our supply chain to meet the different demands of India as a new market. For my part, this early knowledge of the market, and connections with people who will enhance our ability to export successfully to that market better enables us to maximise value from promotional activity we undertake in India.

We heard that middle class Indians who have travelled know a little about avocados, know about Mexican food, and love to try new and international food. We must position avocados to meet the needs of those consumers, willing to pay for imported food, and interested in the health attributes of avocados. This will demand a very well executed market development strategy. As an industry we need to make sure we devlop that strategy together.

We will all need to be working together with the same key messages and key consumers and key relationships if we want this market to return the value that we see if could for New Zealand avocados. A huge but exciting opportunity and challenge. 

A high end store offers customers the recipe plus all ingredients to make guacamole, they also offer samples as well.

29

New ‘Healthy Heart’ food guide causes concern

By Midge Munro NZ Avocado Communications Manager mmunro@nzavocado.co.nz

New Zealand Avocado is a member of the National Heart Foundation’s (NHF) Pick the Tick programme (through United Fresh) and has worked with NHF to promote heart healthy eating to New Zealand consumers for years. However, their new food guide has raised concern in the avocado industry.

The National Heart Foundation has recently released a new ‘Healthy Heart’ food guide designed to replace the traditional food pyramid and focus more on what should be on Kiwis’ plates. The group of foods to “cut back on” is now on the outside of the graphic.

“Apart from the new shape, the biggest change is that vegetables and fruit are at the top and claim the biggest proportion of the heart to show we should ‘eat most’ of them.

If you compare your shopping trolley to the proportions of foods in the ‘Healthy Heart’, ideally they’d look similar,” says Delvina Gorton, national nutrition advisor for NHF. Unfortunately NHF have only pictured avocado in the “use some oils, nuts” group which has raised real concern throughout the avocado industry because as we all know ,avocado is a fruit.

However well-intentioned the visual guide may be, the graphic as a stand alone image raises questions on the benefits of consuming avocados and their contribution to the maintenance of a healthy heart.

NZ Avocado queried this placement with NHF initially though communication from 8 November with the nutritionist and communications advisor. Having better understood their view, Jen Scoular, NZ Avocado CEO, communicated by phone, email and letter with Tony Duncan, NHF CEO, outlining the avocado industry’s concerns and requesting clarity on the research said to be behind the new guide.

Avocado is a fruit Our first concern is the exclusion of avocado from the fruit and vegetable group, and the classification in the “use some oils, nuts” category.

The guidelines used to create the guide are overseen by the Ministry of Health with 30

support from a number of other New Zealand health organisations.

However, the websites of these organisations do not suggest there has been any discussion around excluding avocado from the fruit food group.

Across the websites of other prominent health organisations in Australia, UK and USA, fruit “includes all fruit” and these websites recommend that we eat more fruit and vegetables.

Further example is the Produce for Better Health Foundation’s (USA equivalent of Five a Day) Fruits & Veggies – More Matters health initiative, which promotes increased consumption of fruits and vegetables for good health and includes avocados in the fruit category.

Specifically Public Health England emailed a response to our question on whether avocados fitted into their definition of fruit. They confirmed that yes it does saying, “Avocados fit within the fruit Source: http://www.heartfo undation.org.nz category and therefore one portion counts This sounds positive for avocado but we towards one of your Five A Day. Variety don’t believe that the ‘Healthy Heart’ food is the ethos of the Five A Day message. guide graphic communicates this intended The more types of fruit and vegetables you message. eat the better, because different fruit and National Heart Foundation has said vegetables contain different vitamins and that extensive research has gone into the minerals.” development of the visual food guide.

On 10 December we received from NHF “Findings from stakeholder consultation, a copy of the NZ Primary Care Handbook literature reviews and a needs analysis (2012) which has the cardio protective were collated to inform the design of the dietary pattern in appendix E on page 102.

‘Healthy Heart’ food guide.” this is the document that the ‘Healthy However, a consumer would need to read Heart’ food guide is based on.This includes a lot of information to understand the basis avocado as a healthy alternative to saturated of the chart. In reality, consumers do not fat - it does not exclude avocado from fruit. always have time to do that – they have Consumer confusion time to glance at this graphic and make a The top to bottom layout of the decision. guide makes the different categories Tony Duncan says “Pre-testing of the appear ranked; this structure inherently guide was carried out by NHF earlier communicates to the average consumer: this year with health professionals (via good food at top and bad food at bottom. a survey) and focus groups with low to Tony Duncan, NHF CEO said in a middle income Maori, Pacific and Pakeha response to NZ Avocado “The purpose participants. The overall impression from of the visual food guide is to show the these groups was that the visual food proportional volume of foods as they would guide was friendly, positive, engaging and be eaten over a day and as would appear in motivating”. a serving. The “use some oils, nuts” group We question whether a survey of these represents the healthy fats NHF want groups is the only source of feedback for people adding into their diet”. guidelines of an organisation with a vision:

We are deeply passionate about influencing heart health for all New Zealanders, and we aspire for New Zealand to be the best in the world in quality and equity of heart health. We will do this through being credible, relevant and visible.

Further communication on 10 December with Tony Duncan revealed that the guide is not being distributed to consumers - it is for primary health care professionals and comes with a supporting handbook - we have requested a copy of this.

Lack of stakeholder communications New Zealand avocado is a member of the Pick the Tick programme – more recently through our membership with United Fresh New Zealand Incorporated.

We have worked with NHF to promote healthy eating for years yet the first we knew about this food guide was through a media release forwarded to us.

A positive outcome from our communications is that NHF have agreed to consult us in future when they produce material relating to avocados.

Scientific evidence Research presented September this year at the New Zealand and Australian Avocado Growers’ Conference gives us great confidence in the amazing nutritional properties and benefits of avocado for heart health. Two studies of note are: • A recent NHANES analysis published in Nutrition Journal showed that compared to people who didn’t eat avocado, avocado consumers had higher HDL or “good cholesterol” levels. While these findings do not provide a causal link between avocado consumption and health measures, they add to a growing body of research investigating the effects of consuming fresh Hass Avocados on human health and nutrition.

• A study conducted by Dr. David Heber at UCLA and published in Food & Function showed that when 11 healthy men added fresh Hass avocado to a burger, some of the after-meal effects observed after eating the plain burger, specifically inflammation and narrowing blood vessels, were reduced within hours. While these are initial findings from a single study, they provide clues and a basis for future research.

National Heart Foundation response Our request to remove avocado from the “oils, nuts” group and put with fruit and vegetables, received this reponse from Tony Duncan: “The visual food guide reflects the cardio-protective dietary pattern overseen by seven different health organisations and therefore it is not possible to make the change you have requested.”

In further communication with Tony Duncan on 10 December, they agreed with us that avocado is a fruit, but from a heart health perspective and a specific cardio protective diet, the good fat content of avocados is the greatest benefit and therefore determines its food grouping – rather than basing it on a botanical classification.

For this reason and the fact that the guide is based on a specific document (NZ Primary Health Care Guidelines 2012) NHF have said they will not change their view as to the position of avocado; however, they have said that when they come to reprint the guide they will put the word “Healthy” before the word oils to reinforce the importance of this group.

This and the fact they have agreed to consult us on future communications about avocado is a step in the right direction. 

Feedback from avocado industry “I am apoplectic. How ignorant are these people!

Their food pyramid is almost a joke as it is so behind current thinking. Bread, cereals and grains should be at the bottom.

NEVER second as wheat is the one of the worst foods we can eat nowadays.

There is 50% more gluten in modern wheat and it won’t break down into peptides and gets into the blood. This then breaks down into sugar and the slices of bread can equal two tablespoons of sugar. And they want us to believe that avos are BAD!!!

Discovered way back in the 1950s plants can contain three different types of sterols that have have a similar structure to cholesterol and these plant sterols compete with dietary cholesterol for absorption in the intestines, which therefore gives them cholesterol lowering properties. Avocados contain 26mg of beta sistosterol (one of the three plant sterols) per 1oz serving, or 1/5 of a medium sized avocado.

The National Cholesterol Education Programme of America recommends a 2gm amount of plant sterols a day. (I have prescribed supplements of plant sterols for patients with raised cholesterol many times in the past.)

Studies show that replacing saturated fat with unsaturated fat is more effective in reducing the risk of heart disease than just lowering fat intake and avocados are probably the only fruit that contains monounsaturated fat (more than 50% of an avocados fat comes from mono fats).”

Anne Rowland, Dip ION - Avocado grower and nutrition therapist

“Just want to add my concern to having avocados displayed to such disadvantage in the Heart Foundations graphic. Surely they ought to rightfully be amongst the fruits and vegetables at the top of the picture - for very obvious reasons, or removed altogether if they aren’t deemed worthy of that placement.”

Heather Routley – Avocado grower

“In light of the recent conference which gave an update on HAB research in California, USA, I recall that the proven health benefits are in conflict with our Heart Foundation. Ought there be a statement reflecting this? As this research in USA has been underway for approximately 5-10 years it may be more advanced than the issues covered by the Heart Foundation?”

Dianne Cheshire – Avocado grower

“It is ludicrous. At the top in eat most is fruit and vegetables! As it should be. So why are avocados at the bottom? They are not a nut and they are not an oil. Oil might be made from them but how many avocados does it take to make some oil?! They are a fruit to my way of thinking. Shame on the heart foundation. I just might have to stop supporting them with my donations! Get avocados back up on the top line where they belong with the fruit and vegetables!”

Stephen and Patrice Baronian – Avocado growers 31

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32

By Alvaro Vidiella NZ Avocado Scientist alvaro.vidella@nzavocado.co.nz

Technical trip to California and Malaga We share the various challenges of growing avocados with avocado producers globally, so it was to extend our knowledge that I connected in person in a recent visit with key people in the Californian and Spanish avocado industries.

It was a valuable experience to meet experts who are working on the very topics that challenge us in New Zealand.

The connections made and information shared will increase my capability and will enrich our research programme.

In California I met with Dr Mary Lu Arpaia, CE Subtropical Horticulture Specialist of the University of California Riverside (UCR). We met at the South Coast Research and Extension Center in Irving where Tier 2 trees of the California avocado scion breeding programme are kept. The programme is focused on obtaining dark skinned Hass-like varieties. It is structured in tiers of evaluation. Tier 1 is the first evaluation of fruit from seedlings. Promising Tier 1 selections are then planted in Tier 2, which is based at the South Coast Research and Extension Center. Trees

Finca La Señorita 22ha avocado and mango orchard in Malaga, Spain.

selected for their superior performance in Tier 2 are planted in Tier 3 in different orchards in California.

I also met Dr Tim Span, scientist responsible for the R&D programme at the California Avocado Commission (CAC). The programme is divided into three areas, breeding, pests and diseases, and productivity. Half of the R&D budget is dedicated to fund productivity related projects.

While with Dr Span, I attended a field day at an orchard near Escondido, south of California. The orchard that hosted the field day had several blocks planted at high density with different age avocado trees. The grower, while obtaining good crops during the first years of the plantings, was finding it difficult to overcome the problems derived from the overcrowding of the trees.

High density plantings are more common than I expected in California and there was a lot of discussion around this subject.

In their Mediterranean climate, with practically no rain for three to five months in the hottest part of the year, irrigation is a very important subject.

Surprisingly, surveys done by the UCR indicate that while there are some growers using soil moisture monitoring systems such as tensiometers or capacitance probes, most of the growers don’t assess soil moisture with any apparatus.

Other subjects which were discussed at the field day were pollination and girdling. There is a company in California that distributes Zutano pollen to be blown on flowering avocados. One of the growers reported that he had been using the company for some time and that he was satisfied by his results; however, limited trials done in the area have not reported any increase in fruit set.

At the field day I met Dr Gary Bender, UCR extension agent for San Diego County, who has started a high density planting trial of Hass and Lamb Hass on Dusa rootstocks this year, which we will receive updates on over the next years.

Cost of installation of a high density orchard is high and is a concern for many growers that are attracted by the system.

To remove old trees and plant a new high density orchard with Hass on Dusa would have an initial cost of approximately US$30,000 per hectare.

At the campus of the UCR I met Dr David Crowley and PhD student Julie Escalera, who are involved in a project funded by CAC aimed to develop “Decision support tools for avocado production and fruit quality”. The tools they are developing are based on a detailed analysis of the key factors that have an influence on the productivity and fruit quality of California avocado orchards. Being in California, focus is placed on irrigation management, Continued...

33

Technical trip to California and Malaga tree decline problems. After consulting with a Chilean expert, changes mainly done in irrigation, pruning, girdling, and nutrition management, together with replanting with tolerant rootstocks (mainly Dusa), have led to a significant increase of productivity. One of the Tier 3 plantings of the California scion breeding program of UCR is planted at this orchard.

Mulch trial to control root rots.

water quality and nutrition. They have established a network of orchards with stations to monitor environmental conditions such as weather, soil moisture, and salinity of the soil water. Much of their work is based on what the Chileans have done on irrigation. Their project has many similarities to ours which aims to determine the factors that influence productivity, and they have expressed the desire to assist us where possible.

North of Los Angeles, at Ventura County, I met Rob Brokaw, managing partner of Brokaw Nurseries. The nursery was founded more than 50 years ago by Rob’s father and uncle, Hank and Ellen Brokaw.

This season the nursery will produce approximately 350,000 avocado trees. All of these trees are on clonal rootstock, 50% of which are on Dusa. Brokaw has a strong relationship with Westfalia from South Africa, holding the master license for Dusa and sharing research and some commercial development costs for this and other new cultivars.

After visiting the nursery we visited his high density orchard. It was planted in 2009 with Carmen, Hass and Gem following much of the Chilean philosophy.

He claims 17t/ha average yield in the last years. However, this year he will do some pruning which he expects will lower production. Rob has planted the trees on mounds. He also girdles them, has drip irrigation and triples the amount of recommended bees during flowering.

At the end of the day we visited the Brokaw family orchard. The orchard is going through a very important restructure after purchasing the neighbouring orchard some years ago.

Most of both properties had important 34

Spain Emilio Guirado, Dr Jorge Gonzalez and Dr Librada Alcaraz took me through the experimental blocks of La Mayora Experimental Centre. Dr Alcaraz did her doctorate work on avocado pollination directed by Dr Iñaki Hormaza, and is currently involved in several avocado pollination projects. Most of her work has been based at this research centre and we visited the blocks involved in her trials. One of her lines of work is to compare the effectiveness of different pollenizers to optimize pollination design. They are also comparing fruit set in panicles of different sizes.

Emilio Guirado and Dr Gonzalez have been working for several years on research related to avocado productivity. Girdling different branches of the trees to different degrees at different times has been trialled for some time. New irrigation strategies to control root rot have been developed based on the trials undertaken at this station. Pruning to maintain productivity while controlling tree height and shape has been the objective of several years’ trials. New cultivars have been introduced and tested in this station for many years. In recent years they have incorporated to the programme Maluma, Carmen, Gem, and several new cultivars selected in the area and others imported from Mexico and Chile.

I later met with Dr Iñaki Hormaza to discuss our respective reproductive biology programmes. They are carrying out several projects in this area which

are relevant to the work we are planning to undertake in MBIE. The areas we discussed included understanding the basics behind fertilisation and fruitlet development, the mechanisms of overlap of female and male phases of Hass flowers, the potential for fertilisation as a product of pollination during the male phase of the flower, the viability of pollen at low temperatures, and the level of self-pollination in Hass in cold and humid weather.

Dr Jose Maria Farré, former lead researcher of La Mayora, has retired and is taking care of his family orchard. I had

Emilio Guirado showing season growth.

a chance to visit this orchard where the researchers at La Mayora have planted a major rootstock trial. They are testing Hass grafted on 14 rootstocks planted in 2008. They planted 50 trees per rootstock distributed in several blocks with a total of 2.2 ha. They will collect the information from their third important crop this season and present the data in the next World Avocado Congress (in Peru). Preliminary results are seeing Dusa and Toro Canyon with highest yield and fruit size and, confirming information from a previous trial, they have observed that Hass on Dusa fruit tends to be larger than Hass on Zutano fruit.

The technical Director of Trops, David Sarmiento, hosted me for a tour of their brand new 17M Euro packing facilities in Velez.

Trops packs about 30% of Malaga’s avocado production and about 60% of its mango production. Eighty five per cent of the avocado it packs is Hass and 85%

Con

a

Continued

Left: Testing new rootstock tolerance to root rot.

is exported to the rest of the European Union. Their export season for Hass runs from December to the end of May. During the rest of the season they import fruit from the Southern Hemisphere and re-export it to the rest of the European Union. Spanish fruit is thought to be able to compete with imported fruit because of its higher quality.

David Sarmiento also took me for a tour of his family’s 20 ha orchard. Ten hectares are planted with avocado, the rest is planted with mango. David is an experienced agronomist and one of the technical leaders of the area.

He introduced me to the technical management programme for the avocados.

I had the chance to visit two other orchards. This time I was hosted by Emilio Guirado. Emilio is an experienced agronomist who has been working with avocados in the area for more than twenty years. The first orchard we visited was Finca La Señorita with 22 ha of avocado and 5.5 ha of mango. The second orchard was Finca Cortijo el Pino with 7.5 ha of avocado and 5 ha of mango. Both orchards had very advanced technical management. A large part of the focus of our visits was on canopy management.

Emilio has been working for many years on canopy management and he was very patient explaining how they prune their trees in this orchards. Emilio claims that by pruning every one to three years in autumn and tipping vigorous branches in winter, they can control the size of the trees maintaining productivity.

Emilio Guirado also accompanied me to visit the two main nurseries that produce avocado trees in Malaga, Brokaw España and Blanco Nursery.

Brokaw España is co-owned by local Emilio Guirado and Dr Librada Alcaraz showing fruit of hand pillinated flowers.

capital and by Brokaw USA. Brokaw España produces nearly 220,000 avocado plants and about 300,000 mango plants annually. Some 120,000 of the avocado plants are on clonal rootstock: 50% on Dusa, 40% on Duke 7, and 10% on Topa Topa. They have been planting Dusa for the last 8 years. As we have in NZ, they have learned that it is easy to overwater Dusa trees. Seventy five per cent of the plants are Hass, 15% Lamb Hass and the rest are Bacon and Fuerte with a little Reed, Pinkerton and Zutano.

Brokaw España is in an 18 ha avocado orchard. In this orchard they have planted blocks with different rootstocks (Dusa, Duke 7, FT3 from Westfalia) and different scions (Carmen, Lamb Hass and Gem). Results from these orchards will also be presented at the next Avocado World Congress.

Blanco Nursery is owned by Saturnino Blanco. This nursery produces about 35,000 avocado plants a year; 20,000 of these are clonal. Saturnino does not have the license rights to propagate Dusa but he claims that he has identified rootstocks that are better adapted to their environment.

Albaida, cloned from an escapee tree from

Above: From left: Dr Jorge Gonzalez, Dr Jose Maria Farré, Emilio Guirado, Jose Maria Hermoso and Dr Iñaki Hormaza.

a root rot decimated orchard (apparently caused by Rosellinia necatrix) is his mostly trialled rootstock in the region. He also claims to have selected Hass sports in the area. He claims that one of his selections, Paco, is more productive than Hass and is a more compact tree. Saturnino is also testing some other Hass like cultivars he has imported from overseas.

Before going back to the airport, I delivered a 40 minute presentation to about 50 people at La Mayora on the characteristics of the New Zealand avocado sector, of the grower representative body, and of our R&D programme. Among the audience there were researchers from La Mayora and from the University of Malaga, and avocado growers. At the end of the presentation there were many questions regarding the nature of our organisation.

They were in awe that with only 6,000 ha and a similar grower structure we have an organisation that looks after the growers’ interests, while they have 9,000 ha and have only recently created an association which is struggling to settle in.

I would like to thank all the people that hosted me during my visits in California and Spain. Everyone was extremely generous with their time and knowledge.

It was a really enriching experience for me. Irrigation management in California and canopy management in Spain have been worked on for a number of years. Connection with the people involved in this development of best practices in these areas is very important for our understanding of how to proceed with the NZ Avocado R&D programme. If you would like to learn more about my trip please check the full version of the trip report on our website.  35

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Promotions Update Our strategy with Singapore and Korea as emerging markets is to obtain consumer and market insights to define our target audience, how best to reach them and with what message, and inform our promotions going forward.

Consumer research has been conducted in Singapore using online surveys of 300 consumers who we prequalified as purchasers of avocados. The key outputs of this research were to: • define a target market for New Zealand avocados in Singapore • make recommendations on the types of messages/benefits that will appeal to this target market • make recommendations on the most appropriate Singaporean media through which to deliver these key messages to this target market Key findings from the report are: Key consumer group for avocados in Singapore identified as Singaporean, female, aged 21-50, SG$3000-9000 monthly household income. Twenty one per cent of this group had consumed avocado in the past six months.

This group: - Purchase three or more avocados once every few weeks or more frequently - Purchase avocados primarily for their health benefits - Use avocados to prepare beverages, shakes and salads - Seek out information mainly from Internet blogs and other online sources - Like the buttery taste of avocados The full report has been presented and distributed to exporters to help inform their activity in this market. The report is also available on the industry website under crop and Market information > Market Info and select Singapore from the drop down.

Consumer research is also being undertaken in South Korea. The method of research will consist of short in-store surveys and gathering of contact details

Photo by Mark McKeown/Musae Studios

Singapore and South Korea

South Korean children enjoy a day at a BOP avocado orchard.

from people who purchase avocados, followed by more indepth online surveys and focus groups. The key outputs of this research will be the same as those for the Singapore research.

In-store consumer research took place on November 9 and 16 in E-mart supermarkets in Sanbon, Jukjeon and Yongsan suburbs of Seoul.

The research report on Korea is due December 2013.

As well as in-market research, we have been continuing our interaction with the Korean community in Tauranga.

An orchard tour for Korean families living in New Zealand was undertaken in the Bay of Plenty in October with a group of 35 mothers and school aged students. The objective of this activity was to teach Korean families about New Zealand avocados and also learn about their perception of avocados, fresh fruit, New Zealand and health and nutrition.

Activities undertaken included planting a tree, guacamole making and avocado picking. Participants in the tour were included in a competition on our Korean NZ Avocado Facebook page and images from the event were posted on the Facebook site. Images from the orchard tour are available for use in New Zealand avocado promotional collateral in Korea and other Asian countries.

Japan Our strategy in Japan is to increase visibility and awareness of avocados from New Zealand through developing our social networks, connecting with chefs and female trend setters, and aligning our message delivery with ideas of health, beauty and safety.

Media kits for season launch Public relations activity in Japan started in October with the sending of a beautifully packaged media kit to 30 key Japanese fashion and beauty media.

The kit titled “Every day with NZ AVOCADO” mirrored that which we implemented for the season launch in the New Zealand market. Recipients were presented with a week’s worth of ideas and accompaniments to help them create each meal or snack.

The kit was accompanied with a press release, again utilising that which was created for the New Zealand market launch. The press release highlighted the beginning of the avocado season and that avocado is a familiar fruit to Japanese people. We also included some of the published research as presented by Dr Mark Dreher at the New Zealand and Australian Avocado Growers’ Conference.

The press release emphasised that avocado Continued...

37

is a highly nutritious fruit which promotes beauty and health by being consumed every day under the theme “Every day with NZ Avocado”. The release was included in the 30 media kits but then also distributed separately to more than 500 recipients.

Facebook.co.jp/nzavocado The Japanese NZ Avocado Facebook site page has also seen a large boost early in the season. We ran a competition where new fans could win avocados and avocado oil. This competition ran for a week, five winners were selected and more than 900 new fans were connected with. The Facebook page is still in its initial stages and we are trialling different tactics to find those which resonate well with the fan base.

Photo by Mark McKeown/Musae Studios

Events NZ Avocado has also connected with consumers and influencers face-to-face at various cooking and fashion events in Tokyo.

New Zealand avocados were offered at the “Gathering of Chef and Sommelier”, a forum attracting more than 7,000 of the finest chefs, sommeliers, and buyers in Japan. An avocado and tuna salad was served and New Zealand avocados were promoted over the PA system.

5+ A Day product of the month – Avocado During November 5 + A Day ran their product of the month as avocados. The organisation promoted avocado, uses and benefits thorough its Facebook,Twitter and Instagram sites also on its website. Avocados will also feature in 5 + A Day’s summer media release and be part of the produce boxes distributed to create a buzz around fresh fruit and vegetables and encourage consumption.

New Zealand We continue to connect with media and other endorsers through social media and liaison via press releases.

Nadia Lim, NZ Avocado ambassador Nadia Lim has created four recipes for New Zealand Avocado. These will be distributed to media, used on the website and Facebook and be available to the industry for use in New Zealand.

Facebook.com/nzavocado We ran a competition on the NZ Avocado Facebook page with the prize being a tray of avocados. This season start activity was designed to reengage or “wake up” our Facebook fans. The competition generated 1334 entries, an average of 131 comments per day of the competition and had an interaction rate of 20.3% which is impressive – many large brands aims for 5%. The competition asked daily questions about the nutrition and uses of avocados which people needed to respond to in order to get an entry.

38

Advertorial We took the opportunity to have avocado profiled in one of the largest readership food magazines in New Zealand – Foodmag (formerly the Foodtown magazine).

A double page spread in the Food Mag December/January summer entertaining supplement featuring a styled and photographed avocado recipe and a third page ripeness education panel.

NZ Avocado will also have the use of the recipe and associated photography on our website after four weeks of the magazine’s distribution date and be given 1000 copies of the 16 page guide – which features seven other products. Food Mag has a readership of 326,000.

Endorser campaign Avocados were sent to influential New Zealanders Gareth Morgan and Shannon Ryan.

Mr Morgan was promoting his book Appetite for Destruction: Food the Good the Bad and the Fatal in the NZ Herald.

NZ Avocado congratulated him on tackling this issue and sent him some avocados as a fellow supporter of healthy food consumption. Avocados were also sent to TV personality Shannon Ryan who spoke about her love of avocados in the Good Health magazine.

Katikati Avocado Food & Wine Festival NZ Avocado has invested into each of the 2012 and 2013 festivals with a large marque, celebrity chef cooking demonstrations, and various activities including samples, guacamole competitions and children’s games.

We have a promotions strategy with a strong focus on raising the visibility and awareness of avocados with consumers in the New Zealand market. Part of this has been the appointment of Nadia Lim, our NZ Avocado ambassador, which has been a fantastic association.

We review and assess all of our promotions activities to ensure that they meet the needs of the industry.

Our vision for the festival was to help develop an iconic avocado festival which would have been positive for Katikati, avocado and the general public.

The festival organisers have stated to us that they do not want to lift attendees significantly in the coming years and do not want to create an iconic event.

The format of the festival works well for the Lions’ objectives and they have done a fantastic job raising money for nominated community causes, however this event in its current format is not the right event for continued investment of industry promotion funds.

We wish the Katikati Lions and Pakeke Lions Clubs well for the planning of the 2014 festival and are happy to promote the event on the NZ Avocado Facebook page and website We are currently developing a list of all major foodie events in New Zealand and assessing which are a good fit for our objectives and will deliver a good return of exposure with our target consumers for our investment. 

Industry News Have your say on the Industry Export Marketing Strategy (EMS) for 2013 The industry EMS is up for review February 2014. Submissions from growers, packers and exporters are due 18 February 2014.

For more information on this process, please talk to your NZAGA Rep. or Jen or Edwina at New Zealand Avocado or view the information at http://growers.nzavocado.co.nz/index.php/pi_pageid/324 New Zealand Avocado staff contact during Christmas period The New Zealand Avocado Office will be closed from 25 December to 5 January. However, should you have urgent queries; the following staff will be on call: • Jen Scoular 021 741 014 • Glenys Parton 0274 997 081 Site preparation and planting guide updated The NZ Avocado Growers’ Manual chapter titled ‘Site preparation and planting’ has been updated. The update contains technical guidelines to plant avocado trees in order to establish a healthy productive orchard in New Zealand conditions.

Local practice and local literature have been thoroughly reviewed to write this document. Some international sources have also been reviewed to complement some subjects. On top of this, the information has been reviewed by a variety of experts who have made important contributions. Our most sincere gratitude to them from NZ Avocado.

The document is on our website and is intended to be a live document. For this reason, your feedback, comments, corrections, new sources of information will be much appreciated and eventually incorporated to the document if relevant.

To find the document: • go to the industry website, www.nzavocado.co.nz/industry • click on the Orchard Management tab • on the menu on the left click on Preparation and Planting • click on “Click here to download” to download the latest version On the same web page you can view some growers from our industry sharing their experience on site preparation and planting new trees.

Library Tray Reports To see the reports for fruit that has completed green and ripe fruit

Global experts in food safety & quality

assessments, go to the industry website www.nzavocado.co.nz, click on Packing-Exporting in the top menu and then click on Library Trays found in the drop down menu and then follow the links.

If you do not know your Username and Password please phone AgFirst 07 549 1044 for assistance.

The library tray reports are updated on the website fortnightly throughout the season.

Grower letters in Avoscene If you want express a view or ask a question (technical or other) that you would like other growers to read in Avoscene then please contact us.

The deadline for letters to be featured in the upcoming issue of Avoscene is 30 January 2014. Please see guidelines on the industry website. Forward your letter to Jen Scoular at avoscene@nzavocado.

GIA Website Up and Running The website for the GIA (Government Industry Agreements on Biosecurity) is now online and it features information around eligibility to sign the GIA Deed, the development of the agreement and the importance of biosecurity to New Zealand and horticulture.

Check it out here: www.gia.org.nz Plant protection organophosphate and carbamate reassessment Following the plant protection organophosphate and carbamate reassessment, the Environmental Protection Authority has developed guidance material to explain the new rules.

There are a series of factsheets for users of organophosphate and carbamate based insecticides. The factsheets have been published electronically on the EPA website: www.epa.govt.nz/OPC/Pages/default.aspx EPA has also prepared an electronic document providing guidance on the new requirements for labels, safety data sheets and packaging for organophosphate and carbamate based insecticides. You can view this document here: www.epa.govt.nz/Publications/OPC_ manufacturers_and_importers.pdf If you have any questions or comments, please contact Sarah Luxenburger, Senior Advisor Compliance Information, Environmental Protection Authority, Level 10, 215 Lambton Quay, Private Bag 63002, Wellington 6140, New Zealand; Tel 64 4 916 2426; Fax 64 4 914 0433; DDI 64 4 474 5579 www.epa.govt.nz

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39

Innovation in processed a Solving the problems of irregular bearing will be of significant benefit to the entire industry, including processors, and with certainty of supply and increased volumes, value-added products will play an even more significant role.

Avocado Oil New Zealand Ltd Taking AvoPure, a high quality avocado powder produced from 100 per cent New Zealand avocados to the Natural Products Expo in Baltimore, USA, in September has proved beneficial for Avocado Oil New Zealand Ltd, says director Brian Richardson.

“Interest in the high quality powder was keen and we have already made sales to companies who want to conduct trials with the new product.

“As far as we have been able to establish, our avocado powder is the only 100 per cent pure avocado powder which contains no added fillers or carriers and has high levels of potassium, fibre and energy,” says Brian.

Avocado powders are in demand worldwide for cosmetics, nutriceutical supplements and capsules and food products such as re-hydrated guacamole, smoothies and even baby food.

Made from the avocado pulp, once the oil has been cold pressed from the fruit, it is a residue that has previously been fed to dairy cows. However, now thanks to access to the spray dryer at the Waikato Innovation Park, Avocado Oil New Zealand Ltd has been able to successfully dry avocado to produce commercial quantities of high quality powder.

Brian says there was also strong interest in the company’s premium quality avocado oil at the USA Trade Fairs.

Jeff Ryan from LASCo.

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LASCo - Lean Artisan Smokehouse Co Jeff Ryan has found a way to combine avocado with beef to create a sausage which is healthy and nutritious and in which the avocado stays green and retains its flavour even when cooked.

The sausages are the latest from the new and innovative Mount Maunganui company which has a reputation for its healthy, high quality salami that is 90 per cent fat free, gluten and soy free as well as low in salt and cholesterol.

Jeff says it was almost by accident that he discovered how to combine avocado and vegetables with beef without using other additives to create sausages which are much healthier than conventional ones.

LASCo will soon produce a vacuum packed whole meat bar which doesn’t need refrigeration for short periods of time, and can be used as a meal replacement for hunters, fishing boat crews, the military or for disaster relief. “A square metre block of this product could provide all the nutritional requirements for 2500 people for a day without the need to cook it.”

LASCo hopes to have the avocado sausages available in retail outlets early next year.

Fressure Foods Ltd Fressure Foods and avocados received high profile promotion when the company’s avocado spread was featured on Channel 9’s ‘Today’ breakfast TV show in Australia on 15 November.

The Healthy Food Guide magazine’s resident dietician Brooke Longfield told viewers that Fressure Food’s avocado spread is ideal for breakfast toast and it’s available year-round.

Joe Clark, commercial and business development manager for Fressure Foods Limited, says the company won the Healthy Food Guide Award for Best Spread in the Healthy Food Awards in Australia and that, coupled with the positive endorsement and airtime on the show, is a real bonus in helping raise consumer awareness of the company’s products.

Even though it’s a relative newcomer to the food processing industry, Fressure Foods was also a finalist in the 2013 NZ Food Awards.

The Avocado Spread is one of six avocado retail products

d avocado

By Elaine Fisher

the company currently produces. The others are Mild Guacamole, Spicy Guacamole, Avocado Dip with Olives, Avocado Dip with Capsicum, and Avocado Dip with Hummus.

“We also have a range of foodservice products and more retail products are under development.

“Fressure Foods was established in 2010 and is owned by 264 shareholders, predominantly related to the avocado industry.

We use a process called Ultra High Pressure to treat our products to extend the shelf life and kill any food pathogens.”

The unique attributes of foods packaged by Fressure Foods are that they are healthy, natural, contain no preservative, are perfectly ripe, ready to serve, convenient, taste great, and made in New Zealand, says Joe. Olivado Ltd “Opening a production base in Kenya, to complement our facility at Kerikeri in the Bay of Islands, is an important strategy for the Olivado group in achieving its goal to have a full range of top quality extra virgin oil products and to be known internationally as a trust worthy brand,” says Olivado general manager Sarah Nicholls.

The Kenyan operation has helped balance fluctuating supply of fruit in New Zealand due to issues of irregular bearing.

“The Kenyan plant gives us access to Fair Trade and Certified Organic avocados, purchased directly from independent, family-owned farms.

“Irregular bearing can be a problem in Kenya too and Olivado is working with farmers and industry experts in an effort to find solutions.”

Kenyan growers are encouraged to sell all their fruit to Olivado, which offers a fair trade premium and rewards continued loyalty through a tiered payment scheme.

As well as Extra Virgin Avocado Oil, Olivado produces its natural Extra Virgin Avocado Zest Oil made with Kerkeri lemons and sells Extra Virgin Olive Oil, Macadamia Nut Oil, Extra Virgin Coconut Oil, Organic Omega Plus and High Heat Oil too. 

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By Natasha Mitchell Journalist natasha@thesun.co.nz

Training benefits all There are many different training options available for people wanting to learn more about horticulture. Study can benefit those at all levels, from orchard workers and packhouse staff through to orchard owners.

Training providers offer full and part-time study options, with the later being ideal for those who wish to continue working and earning while they gain qualifications. Flexible learning options also allow people to fit study in around work and home commitments.

Fruition Horticulture (BOP) Ltd provides training options from one-day supervisory courses through to the Lincoln University Diploma in Horticulture (Level 5) and Lincoln University Diploma in Horticultural Management (Level 6). Academic manager Wendy Bradley is also an avocado grower. She says it is really hard to find skilled employees in the avocado industry.

“Because there is often only part-time work available, it makes it hard to get skilled staff, so we have to train them,” says Wendy.

She believes training orchard and packhouse employees not only enhances the quality of the workforce within the horticultural sector but also provides personal benefits to individuals by providing them with a better skills base with which to move on within the industry or move to other industries.

Some orchard owners chose to pay for motivated employees to pursue training, as they can see the benefits of having skilled staff working for their business. It is also a great way to reward their efforts and encourage them to stay in the same workplace.

Orchard manager Brendon Taingahue works for TauwhaoTe-Ngare Trust on Rangiwai Island and is about to finish the second year of a Level 4 Certificate in Horticulture with Bay of Plenty Polytechnic. He started studying with three of his staff and while two chose to complete only the first year of the three year programme, the third will join him next year for the final year of study.

“I wanted to upskill my workers to give them some certainty for the future with regards to having some formal qualifications and not just getting minimum wage. Good, skilled workers are worth their weight in gold.”

He also saw the training as recognition of their strong work ethic and the skills they had picked up working together for many years.

Brendon has been in the horticulture industry for 27 years, working in kiwifruit and avocados, but had no formal training until he started at the polytechnic. He says the tutors were amazing, helping him come to grips with the workload and study skills required.

Bay of Plenty Polytechnic horticulture programme coordinator, Lesley Mochan, says training staff is also an important part of orchardists’ succession planning.

“Growers need to have staff in mind to move into roles when others leave.”

She says students who complete the polytechnic’s three-year part-time Certificate in Horticulture (Level 4) learn everything from basic horticultural knowledge, on-orchard and packhouse fruit production skills, and the financial and business skills required at supervisory or management level.

“Students that complete that third year are head-hunted; they can walk straight onto an orchard. They are the people the industry is lacking at the moment.”

Lesley says a number of orchard owners have also done this programme.

BOP Polytechnic’s industry liaison officer can visit growers’ orchards to discuss what courses would benefit employees. The polytechnic also offers excellent study support for students to ensure they are successful.

The Primary Industry Training Organisation also has training advisors throughout the country who work with employers to identify staff training needs and facilitate on-job industry training.

The ITO provides learning and assessment material for industry trainees and organises off-job training days for horticultural science theory and specialist practical skills. Training with the ITO is flexible, with trainees starting at any time of the year.

Most industry trainees work towards National Certificate in Horticulture Advanced Level 4 (Fruit Production), and gain National Certificates in Horticulture at levels 1,2,3,4 along the way. This generally takes three years, although can take less time if the trainee has previous experience in the industry. Entry level skills training is also offered, such as forklift driving, agrichemical safety, tractor driving.

Management training is also offered with a mix of online learning and tutorials for managers and orchard owners. These people can work towards a Diploma in Agribusiness Management.

Key trainin

g providers

and what th Primary ITO ey offer : On-job hortic ultural trainin g from Natio Horticulture nal Certificate Lev in Diploma in A el 1 up to Advanced Lev el 4 (Fruit Pro gribusiness M duction) anagement For details, vi sit www.prim aryito.ac.nz Fruition Ho rticulture (B OP Lincoln Univ ersity Diplom ) Ltd: a in Horticult time. ure (Level 5), partLincoln Univ ersity Diplom a in Horticult (Level 6), par ural Managem t-time. ent FarmSafe En try Level and Comprehensi Plans. ve Health an d Safety Introductory Growsafe and Agrichemical Certification .

Approved H andler Effective Sup ervision short courses.

For details, vi sit www.fruit ion.net.nz Bay of Plenty Polytechnic: National Cer tificate in Ho rtic National Cer tificate in Ho ulture (Level 4), incorpo rati rticulture (Lev part-time op el 2). Full-tim ng tions availab le. e and A range of re leva For details, vi nt short courses. sit www.bop poly.ac.nz Eastern Inst itute of Tech n ology: A range of ce rtifi Gisborne and cate and diploma program Hawke’s Bay mes offered in – for details, Other provi visit www.eit ders: .ac.nz For further in formation on o for ‘horticult ure’ at www.c ther courses and provider s, search areers.govt.n z/education-a nd-training 43

Avocado news from the world KENYA: Boost as Kisii gets avocado factory 23 November 2013 Turkish and Australian investors will invest Sh150 million in the processing plant to be located at the Kenya Industrial Estates in Kisii town.

With a capacity to process 80 tonnes of avocado daily, the processing plant is expected to benefit Kisii and Nyamira farmers who currently sell their produce to middlemen at throw away prices. http://www.standardmedia.co.ke/business/article/2000098527/boost-askisii-gets-avocado-factory

PERU: Peru exported 84,000 tonnes of avocado to Europe this year 21 November 2013 The President of Commercial Fruits from France, Gabriel Burunat, reported that in the 2013 campaign, which ended in October, Peru exported 84,000 tonnes of avocado to Europe, more than 34% than in 2012.

In that regard, he indicated that the Hass avocados exported

from Peru to Europe this year had a very high quality and that their image as a provider improved significantly when compared to the previous year (2012), when the product’s quality was very poor, especially at the end of the season.

He also stressed that avocado consumption in Europe has grown in the last decade, which was reflected in the Peruvian avocado shipments to the continent. While shipments in 2003 reached 170,000 tonnes in 2012-2013 they totalled 265,000. http://www.freshplaza.com/article/115345/Peru-exported-84,000tonnes-of-avocado-to-Europe-this-year#SlideFrame_1 ISRAEL: Avocado crops set to grow 21 November 2013 Soil Structure Gypsum improves The area of land planted with avocados and other products Gypsum provides calcium which is needed to flocculate clays in acid and alkaline soil. in Israel is set to increase significantly over the coming 10 Gypsum Helps Reclaim Sodic Soils months ahead of start of the traditional Shmita, a sabbatical year Where exchangeable sodium percentage (ESP) of sodic soils is too high, it must taken atthethe end of Judaism’s seven-year agricultural cycle, in be decreased for soil improvement and better crop growth. The most economical September way is to add2014. gypsum which supplies calcium. The calcium replaces the sodium held on laid the clay-binding sites. The sodium then be leached from the soilbe as sodium As out in rabbinical law,canno new planting will sulfate to anfor appropriate Withoutuntil Gypsum, the soil would2015, not be leachable. permitted the 12sink. months September so the area Prevents of and, Soil &indeed, Aids Seed Emergence under Gypsum new planting ofCrusting avocados other crops will be Gypsum can decrease and prevent the crust formation on soil surfaces which result from raindrops or from sprinkler irrigation on unstable soil. It can prevent crusting that results when acid soils are lime & the gypsum is coapplied with the lime.

Gypsum Improves Low-Solute Irrigation Water Gypsum is used to increase the solute concentration of low-solute water used for irrigation. Irrigation water from rivers that no longer have sources of leachable salts either penetrates poorly into soil or causes soil particles to degrade which results in low water penetration. The problem can be corrected with surface applied gypsum or application to the irrigation water.

Gypsum Suppresses Soil Borne Disease Gypsum applications aid in the prevention of soil borne diseases often present in anerobic soil conditions.

Gypsum Improves Swelling Clays Gypsum improves Soil Structure Gypsum provides calcium which is needed to flocculate clays in acid and alkaline soil.

Gypsum Helps Reclaim Sodic Soils Where the exchangeable sodium percentage (ESP) of sodic soils is too high, it must be decreased for soil improvement and better crop growth. The most economical way is to add gypsum which supplies calcium. The calcium replaces the sodium held on the clay-binding sites. The sodium can then be leached from the soil as sodium sulfate to an appropriate sink. Without Gypsum, the soil would not be leachable.

Gypsum Prevents Crusting of Soil & Aids Seed Emergence Gypsum can decrease and prevent the crust formation on soil surfaces which result from raindrops or from sprinkler irrigation on unstable soil. It can prevent crusting that results when acid soils are lime & the gypsum is coapplied with the lime.

Gypsum Improves Low-Solute Irrigation Water Gypsum is used to increase the solute concentration of low-solute water used for irrigation. Irrigation water from rivers that no longer have sources of leachable salts either penetrates poorly into soil or causes soil particles to degrade which results in low water penetration. The problem can be corrected with surface applied gypsum or application to the irrigation water.

Gypsum Suppresses Soil Borne Disease Gypsum applications aid in the prevention of soil borne diseases often present in anerobic soil conditions.

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Gypsum Improves Swelling Clays

Gypsum can decrease the swelling and cracking associated with levels of exchangeable sodium on the montmorillonite-type clays. As sodium is replaced by calcium on these clays, they swell less and therefore do not easily clog the pore spaces through which air, water and roots move.

Gypsum Prevents Waterlogging of Soil

Gypsum can decrease the swelling and cracking associated with levels of exchangeable sodium on the montmorillonite-type clays. As sodium is replaced by calcium on these clays, they swell less and therefore do not easily clog the pore spaces through which air, water and roots move.

Gypsum Prevents Waterlogging of Soil Gypsum improves the ability of soil to drain and not become waterlogged due to a combination of high sodium, swelling clay and excess water.

Gypsum Improves Water-Use Efficiency Gypsum increases water-use efficiency of crops. In areas and times of drought, this is extremely important. Improved water infiltration rates, improved hydraulic conductivity of soil, better water storage in the soil all lead to deeper rooting and better water-use efficiency. From 25 to 100 percent more water is available in gypsum treated soils than in non-treated soils.

Gypsum as a Fertiliser Gypsum CaSO 4-2H 2 O is a pH neutral source of readily available calcium and sulphur.

Gypsum Multiplies the Value of Other Inputs Gypsum can improve the response to all other inputs including fertilizers.

increased during the first three quarters of 2013 to compensate.

Israel continues to cultivate around 7,000ha of avocado production, with this year’s yield expected to be around 85,000 - 90,000tons. http://www.greenmed.eu/news-2049.html

MEXICO: Mexican gangsters controlling the “Blood Avocado” trade, ruining farmers there 21 November 2013 The Western Mexican state Michoacán has been called the country’s sustainable avocado Mecca, praised by celebrity chef Rick Bayless for its production of incredible Hass avocados. It also may be one of the most lawless places in North America.

“Michoacán isn’t a problem. It is a nightmare,” George W. Grayson, an expert on Mexico at the College of William and Mary in Virginia, told the Wall Street Journal this week.

The state has been under the control of a gang called the Knights Templar, whose grip on the region is so tight that the Mexican government had to send in the military to police the Lázaro Cárdenas port, one of the country’s largest and the center of the Knights’ financial power.

Avocado is more lucrative than marijuana in Michoacán, and the gang has been extorting farmers and their families for insane amounts, sometimes even demanding their land. Some farmers were apparently millionaires and are now facing destitution.

Seeing no help coming from the government, the farmers throughout the state have organized into militias and forced the cartels out of several towns. They’ve surrounded the towns with roadblocks and checkpoints.

CHILE: Chilean avocado industry on track to reaching export estimate 14 November 2013 Chilean Hass avocado exports had totaled around 41,000 metric tons (MT) by early November, placing the product on track to reach initial export estimates of 200,000 (metric) tons, according to Hass Avocado Committee president Adolfo Ochagavía.

Of these 200,000MT, an estimated 100,000MT have been slated for export in the 2013-14 season. With 41,531MT exported as of week 44, Chile was on its way to meeting this forecast.

“To date, Europe is the main export market and has taken 57% of shipments. The United States has recovered with respect to the previous season and has taken 30%. Last season they received 21% of shipments. Argentina doesn’t cease to surprise us, with a 10% share,” he said.

“In general, where we compete at this moment is in the North American market, where the main supplier is Mexico. As we all know, the Chilean industry supplies a smaller fraction of demand on this market.”

In Europe, however, Chile currently ranks as the main supplier.

Ochagavía said Peruvian and South African avocados were not arriving there at the moment. Spain and Israel had reported low volume.

With regard to milestones this season, Ochagavía pointed to the opening of the Brazilian market.

http://blogs.dallasobserver.com/cityofate/2013/11/blood_avocados.php

®

Calcium

Highly regarded foliar fertiliser to improve fruit quality. Aids in the elimination of internal browning. Compatible with many pesticides in tank mixes.

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Reading your trees A New Zealand Avocado Grower’s Guide Below are the key tree characteristics as set out in your Reading Your Trees Guide to assess from at this time of year: • December: Root density, pages 28-29; Canopy density, pages 30-31 • December to January: Fruit, pages 24-27 • January: Summer flush, pages 16-17 Once your trees have been assessed, you will be ready to consider the suggested intervention strategies. At the bottom of each section in this guide there are a number of factors to consider to optimise your orchard management. You will need to determine which is the best option for your own situation – if in doubt, seek specialist advice.

Download the Reading Your Trees workbook from the industry website under Resources > and select Orchard Management Guidelines from the drop down box. This workbook complements the Reading Your Trees guide and allows you to record your assessments.

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We know Avocados...

We love Christmas, but we also know just how busy the season is. At Just Avocados we are right with you picking, packing and preparing export markets for your fruit...

We know Avocados.

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