It's been a busy and productive few weeks and, as we move deeper into the season, it’s fantastic to see the momentum building.
The domestic market is currently well-served with growing volumes of nectarines, peaches, plums, and apricots primarily from Hawke's Bay, alongside cherries from both Hawke's Bay and Marlborough. With Central Otago's highly anticipated offering about to come online, the market looks poised to be spoiled for choice this Christmas!
Reports of early season quality have been largely favourable. This is an area that we, as an industry, need to be laser-focused on. A key component is ensuring that harvest decisions are made with quality in mind.
Central Otago Season Begins
While some of our Hawke’s Bay and Marlborough cherry growers are starting to wrap up their harvest (a massive well done to them!) the Central Otago season is about to commence. Early fruit from Central Otago is also starting to find its way to market.
Most of the conversations I'm having suggest that growers are cautiously optimistic. I know growers have worked hard to negotiate the windy conditions, but despite this, flavour and yields are looking good.
Central Otago has had more Growing Degree Days (GDDs) than last season, in the region of 10-35 more units. However, the cool nights are currently holding back ripening, meaning fruit maturity may not be as advanced as the GDDs numbers might suggest. I am however aware that we cannot generalise as there are plenty of sub-regional intricacies!
Acknowledging the Hard Work
I want to acknowledge the immense amount of preparation that has gone in behind the scenes. A huge effort has gone into getting orchards, packhouses, and exporters registered in readiness for the pending export season.
I also know how much work has gone into getting seasonal labour ready, and all the operational planning and equipment maintenance ahead of the busy harvest.
Industry in the Spotlight
Through a combination of proactive PR and a fantastic product, we’ve had several great opportunities to talk publicly about our industry in recent weeks.
It was great to connect with Prime Minister Christopher Luxon, Associate Agriculture Minister Nicola Grigg, and National MPs Miles Anderson and Mike Butterick at Suncrest Orchard in Central Otago late last month. We extend our sincere thanks to Michael Jones for hosting us.
This event gave us the chance to showcase the industry and highlight crucial challenges, such as resource management reform, uncertainty around the Recognised Seasonal Employer (RSE) scheme, and the complexity of importing crop protection products.
We also had national exposure on television and radio. I was interviewed on Seven Sharp in a piece that allowed me to talk about the harsh realities facing some of today’s growers. TVNZ is also covering the welcome increase in the number of young people coming to Central Otago to pick fruit this season. I'd like to thank Trudi and Simon Webb for agreeing to speak.
Additionally, I was interviewed by Radio NZ Rural News about the season. This was another opportunity to increase awareness for the hard work going in and to build consumer awareness.
I also want to acknowledge the good work done by our partner, 5+ A Day, to profile summerfruit and drive consumer awareness. Lastly, a special thanks to those retailers who have identified the opportunity to use summerfruit as a lead item in their pre-Christmas promotions - a smart move that benefits the entire sector (and their bottom line)!
Don't Miss the Campaign!
Our social media campaign, ‘Charlotte’s Summerfruit NZ takeover’, is well underway to increase awareness of summerfruit among young people and household shoppers. Analysis of the campaign so far shows that it is gathering momentum and engagement with the target audiences is building.
Over the coming weeks, Charlotte will be getting out to speak with more growers across Hawke's Bay and Central Otago, as well as interacting with the public to raise awareness for our industry and the awesome product you produce. Be sure to follow Summerfruit NZ on Instagram, Facebook, TikTok, or YouTube to catch Charlotte’s updates.
Closing Message
With Christmas fast approaching, I do hope that everyone gets a chance to spend time with family and friends, and can forget about what’s happening in the orchard or packhouse, just for a bit.
While most of the country winds down - at least after Christmas – most of our growers, especially, will continue to operate at full throttle.
Please know that the Summerfruit NZ team remains available over the break, our office will be staffed throughout. Please call or text Communications Manager, Andrew Bristol, on 021 021 62 021 in the first instance, and he will direct you through to the support you need.
Wishing you all a very Merry Christmas and a safe, successful harvest season!