A brighter future?

NZ Apples and Pears market access manager Danielle Adsett told Hort News, while her organisation is not involved in the marketing of apples, it's been assured by exporters that the expected lower crop is being carefully managed.

NZ apples are sold to almost 70 countries around the world - with China being our largest market. However, only 13% of NZ's total crops is sold there. Vietnam has, in a matter of years, risen from 13th to become our 3rd largest market.

Adsett says Asia is obviously a focus for NZ as the middle class in those countries grows. Taiwan and Japan are also up-and-coming markets.

"The fact is that NZ produces the best apples in the world because of our growing systems and climate," she told Hort News. "As such, we are able to offer a premium product."

Adsett says, in sustainability terms, NZ has already done an awful lot but hasn't really told the story about our low carbon footprint and our quality orchard management practices. She says, on a per hectare basis, the NZ apple sector is highly productive compared with others.

She adds the other big change is the image of the sector and how it's portrayed.

"Many people perceive it to be a manual labour industry with a focus on picking and pruning trees. But this is so far from the truth," says Adsett.

"The job has definitely changed and we have seen that in the orchards and the packhouses. We have stories about some of our members bringing in people from the job seeker benefit into their packhouse who are now running their multi-million dollar technology."

She says the industry has absolutely changed and is all about technology and exciting innovation, with great jobs on offer.

Adsett concedes that while many people are trying to be optimistic about the future, the reality for many is heartbreaking.

"Trees remain covered in silt; the ground is wet and people are doing their best to support each other in very difficult times."