Helping develop, grow markets
While NZ Avocado is not directly involved in selling fruit, it does have a significant role in supporting exporters to develop and grow markets.
Scoular, who finishes off on August 14, says export markets for NZ growers are established and exporters have developed good relationships in key markets. This should help growers, who have been facing low returns for the past few years.
Scoular joined NZ Avocado over 12 years, fresh from a four-year term as a trade diplomat in Hamburg, Germany.
The avocado industry was struggling.
But under her leadership, industry value has increased from $82 million in 2011 to $231m in 2021.
Scoular also worked hard to achieve market access for NZ avocados into key export markets like India and China.
"I am proud of the achievements of the industry under my watch. I know it is set up well, with systems, team capability, strong market access and excellent biosecurity," she told Hort News.
"I've built up the industry body well and am very proud of the growth in value under my leadership."
Scoular acknowledged that the last couple of years have been tough for growers.
While domestic returns have held up, export returns suffered due to a global imbalance in supply and demand. Increased Australian production resulted in an "avalanche" of avocados last year which saw retail prices plummet across the ditch.
Peru is also emerging as a major exporter into markets and at times that have previously been available for New Zealand fruit.
Scoular says Australian growers planted lots of trees over the last 10 years.
"We knew this was happening and developed Asian markets for our avocados," she says.
On the other hand, Australia is just starting to export avocados. That country's first 10 trial shipments of avocados to India took place last week.
Scoular says NZ Avocado recognised the need to set up Asian markets through the Primary Growth partnership and started work eight years ago. New Zealand avocados have been exported to Asia for the past seven years. Market access to China and India were approved over the last 6 years.
She says a very good industry systems are in place to ensure all avocados meet export market requirements to these markets.
Scoular said after 12 years it was time to stand down.
"I always had the World Avocado Congress as a potential end point, and the huge success of that congress and the amazing visibility we received from that was absolute high point for me.
"I am also leaving a hugely capable team, one I have been very proud to develop and lead. I leave knowing avocados are an amazing fruit and have a great future, but there will be some changes in how that might happen going forward.
"I'm comfortable with what I've achieved, and where I've taken the industry."
Scoular plans to take a break before looking at governance and consulting roles within the NZ agri sector.
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Under Scoular's leadership, industry value has increased from $82 million in 2011 to $231 million in 2021. |
A Good Industry Servant
Announcing Jen Scoular's resignation in May this year, NZ Avocado Growers' Association chair Linda Flegg noted that Scoular had served the sector tirelessly.
Fless says Scoular's achievements along the way are many.
"When Jen took up the role our industry was struggling and lacked engagement, communication and systems, which gave Jen a lot to focus on," says Flegg.
"Under her leadership industry value has increased from $82m in 2011-12 to $231m in 2021, and the New Zealand market value from $19m to $62m in 2021-22.
"During her tenure the industry successfully achieved market access for avocados into both the China and India market, joined the biosecurity partnership with the government and achieved the first horticulture primary growth partnership in 2014, which finished in December 2022."
Flegg says the successful primary growth partnership, with Crown investment, allowed real change in how the industry operated, with strong external investment across several areas, where investment from grower levies alone was not enough to make the required change.
"The tenth World Avocado Congres here in New Zealand in April was a fitting finale for Jen and with five years in the planning, against the odds of Covid and border closures, it was a phenomenal success," says Flegg.
"Jen developed and led an amazing team who work strongly together to support growers, packers and marketers grow value of the NZ avocado sector. That team was instrumental in the success of the World Avocado Congress and the value created for the avocado sector from the visibility achieved.
"On behalf of the board, growers and industry parties we thank Jen for her commitment to delivering value to growers through a very strong growth period, and growing the visibility of our sector, and of avocados, both in New Zealand and globally," Flegg adds. "She has left a legacy that will require some big shoes to fill."
