The Cromwell Basin is now producing around half of New Zealand's export cherries. Cherry plantings around Cromwell expanded in recent years, mainly into the Mount Pisa area, as the Southeast Asian markets developed, newly-elected chairman of Summerfruit NZ, Tim Jones said.
"Last year the export crop was 3400 tonnes produced in New Zealand, 95% of that would be from Central Otago and at least 50% of that, if not slightly more, would have come out of the Cromwell Basin.''
Many factors combined to create the current strong position, including years of niche marketing, improved technology around production, availability of land, good staff and tourism. The latter, he said, ensured regular direct flights out of Christchurch to quickly convey freshly picked fruit into Asia.
"This leaves our main competitor - Chile, whose lack of infrastructure forces shipment of fruit - literally dead in the water when it comes to freshness.''
To satisfy customers, fruit must be untouched by human hand, picked, packed and dispatched within 24 hours, as crunchy as an apple and at least 20% sugar.
Cromwell's humble cherry was considered a delicacy in places like Taiwan and China and often purchased as a prestigious gift rather than an everyday food item.
That put extra onus on producers in the "looks department''; only large cherries that had good lustre, perfect skin and excellent colour made the grade.
Around a third of New Zealand's crop was produced by 45 South, which operates the country's largest packhouse just outside Cromwell. As manager of the 300ha operation, Mr Jones was well acquainted with the precarious business of cherry growing.
"There are exciting times ahead for the industry not just for cherries but for all the crops we grow in New Zealand.''
Newly released varieties of apricots, bred at Plant and Food Research in Clyde, had huge potential to fulfil the high-sugar demands of Southeast Asian customers, he said.
Around 15 years in the making, these very different newcomers could be the next big thing for export fruit.
"Their taste profile suits the Asian consumer. We see part of this project going forward to try and replicate what's happening with cherries now,'' he said.
