Integrated Avocado Partnership Delivers Results

Integrated Avocado Partnership Delivers Outstanding Results and Increases Export Share

The integrated orchard to customer supply and delivery system operated by leading post harvest service provider Apata and marketing exporter Primor has delivered another outstanding seasonal result for its Northland and Bay of Plenty avocado growers.

“Our partnership connects postharvest and marketing expertise and works to support growers get the most from their crop. We have an unmatched, seamless orchard to customer chain tuned to deliver what the market needs when it needs it and that focus and responsiveness generates best net Orchard Gate Returns,” said Apata CEO, Todd Muller.

Primor Produce Director, John Carroll said the integrated system the partners operate has proven its value year after year to grower suppliers and customers.

“We have a creditable record, returning consistently superior financial returns to growers for the past five to six years and we’ve retained customer loyalty by always ensuring they have the supply they need regardless of some pretty testing trading conditions.”

Primor became the biggest avocado exporter with 34 per cent of the export crop, equivalent to 760,000 trays, in 2009-10. Importantly, Primor contributed 46 per cent of the total volume NZ sent to the softer yet strategic markets of Japan and the USA. The bulk of the remainder was exported to the well established Australian customer base.

"With the final March 31 payment to growers, the partnership achieved average net orchard gate returns of an impressive $20.80 across all sizes. As other exporters look to finalise their seasonal pools, it will become clear just how strong these returns are,” Mr Carroll said.

He attributed good planning, growers’ commitment to quality, consistent supply throughout the season, individualised marketing, relationship management, attention to detail and preparedness to invest in nurturing markets as key contributors to the very strong results and for attracting a larger share of the export crop.

"Our long held vision is to continually strengthen our supply and marketing chain to provide truly excellent quality and value adding services to suppliers and customers and that also promote export growth for the New Zealand industry. We've got the expertise, capacity and investment onshore and in the marketplace to handle bigger volumes and optimise the returns. It’s been a bonus to have come this far in growing exports for good returns, but the real value will be realised when we hit the large volumes our industry is surely capable of producing."

Todd Muller said that Apata had a very competitive and attractive offer for growers in 2010-11, and also made it really easy to switch over.

“Our results are standouts not just financially and operationally over one season but we can show there is lasting value in building a sustainable and profitable export industry for the long term,” Mr Muller said. “Our growers tell us they like the way we work together from orchard through to market and see the value we return from this co-ordinated approach.”

ENDS

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