Summerfruit NZ is the recognised product group for summerfruit under the New Zealand Horticulture Export Authority (HEA). Summerfruit has been subject to export licensing under the HEA Act since 1987.
The New Zealand summerfruit industry is small in relation to the scale of worldwide production, but is highly regarded for quality in the market. The registration of a strong export marketing strategy with HEA ensures a well-coordinated export marketing discipline resulting in generally high returns.
Given the number of queries we receive, cherries are apparently easy to sell. Growing them and getting them to market in top condition is considerably harder and takes real skill and understanding of the product, and so the need for structures like the HEA.
Our export industry is largely based around cherries and apricots. Only small volumes of peaches, nectarines and plums are now shipped, mostly to the Pacific and the USA, although there has been recent interest from Hong Kong for both peaches and nectarines.
The value of summerfruit exports is now worth $77m up from just under $29m in 2012-13. This is largely based on the increasing value of cherries which has risen in value to $71m for the 2016-17 season.