How NZ kiwifruit can break into the US market

Rabobank's Senior Horticulture Analyst Roland Fumasi has stated that although almost 100 per cent of all US kiwifruit comes from California, that doesn't mean New Zealand can't have a crack at that market. He added that the shipping season in the northern hemisphere meant California shouldn't trouble New Zealand production too much.

"The California season tends to align directly with the Italian shipping season ... so if I'm a New Zealand producer I don't necessarily see California as a big threat to US market share" said Fumasi.

Although kiwifruit wasn't a "big deal" in the American diet at the moment, consumers were starting to pick up on it said Fumasi - although it had a long way to go before it caught up other, more popular products. "On a per capita basis, if you take the entire US population, we only eat about a quarter of a kg of kiwifruit per person. Compare that to something like strawberries which is almost four kilograms per person."

Nzherald.co.nz further quoted Fumasi as saying: "So it's not huge yet, but it's one of the more rapidly growing products in the fruit and nut space in the US market".


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