In total, the country was able to sell 1.27 million tonnes of fresh fruit and vegetables abroad in the last year. This was a record with an increase of 18%.

"New Zealand is clearly looking for other sales markets," according to Jan kees Boon's findings. "The main growth markets are in Asia, such as China, Thailand and the United Arab Emirates and India." The export of New Zealand leans very heavily on kiwifruit. In value, its market share is 56% with a volume over 40%. The export of kiwifruit in 2015 was an all-time high record.

Apples are the other large category, with a share (in amount) of slightly less than 30%. The apple exports in 2015 was the largest in the last ten years. However, there were more exported in 2004.

40% to South and East Asian countries; Europe's share decreases

New Zealand’s focus on Asian countries continued in 2015. Last year, exports to countries in South and East Asia increased by over 30% to 630,000 tonnes. This raises the share of countries in this region to half of total exports. In 2010, this was 40%. Exports to the EU have decreased strongly over the last ten years. In 2015, there was a recovery, but the 426,000 tonnes wasn't much lower when there were years when over half a million tonnes were exported to the EU. New Zealand exports to a lot of countries. Last year, more than 1000 tonnes was exported to over fifty countries.

Japan as a main buyer

When looking at individual countries, Japan is the main buyer of fresh fruit and vegetables from New Zealand. Last year, the export to Japan increased by almost a quarter to 205,000 tonnes. More was exported to Japan in 2005, but it was increasingly less in the year in-between.

Kiwifruit might be the main variety exported to Japan, but proportionally a lot of onions and courgettes are also shipped there. However, very few apples are sent; last year, the volume was less than 2,000 tonnes.

Belgium is the second buyer of New Zealand fruit and vegetables. This isn't immediately apparent from figures from the New Zealand export statistics, but ‘EU, nes’ is mainly exports to Belgium. This is clear when Eurostat figures are placed next to them. According to this source, almost 350,000 tonnes of fresh fruit and vegetables from New Zealand were imported, of which 120,000 tonnes were shipped to Belgium.

China emerging strongly

China is emerging strongly as a buyer of New Zealand fruit and vegetables. In 2015, it was already importing over 100,000 tonnes. This was more than a doubling in a year’s time. The export to China is mainly kiwifruit and apples.

Taiwan is the fourth buyer, while the Netherlands follows as fifth. In the (direct) export to the Netherlands, onions are the main variety with apples second. Kiwifruit doesn't go into the Netherlands directly. The New Zealand kiwifruit eaten in a lot of Western and Northern Europe come in via Belgium. Other important New Zealand buyers are: the United Kingdom (2015: 62,000 tonnes), the United States (60), Spain (54), Korea (50), Thailand (43), Australia (43) and Indonesia (30).

Record year for kiwifruit exports; over USD $1 billion

2015 was a record year for the export of New Zealand kiwifruit. For the first time, exports reached above half a million tonnes.

New Zealand is selling increasing volumes of kiwifruitto Asian countries. In 2015, the New Zealanders managed to sell a third more in that part of the world. In individual countries, Belgium is still the main country with (according to Eurostat) over 100,000 tonnes. Japan is the second buyer and China is the third.

Spain, in fourth place, is also an important buyer.

There is strong growth in exports to Taiwan. The ratio in export between green and gold varieties is around 70/30. In 2013 and 2014 proportionally less gold kiwifruit were exported. A comparatively large amount of green ones go to Europe. The 'golden' kiwifruit mainly go to Japan and China.

Revival of export of apples and by new sales markets

Traditionally, New Zealand is an important exporter of apples. For an export as large as in the previous year, one has to go back to 2004. 

In recent years, New Zealand has been able to revive the export through the introduction of new varieties. This isn't just for the sales in Europe. They were a bit smaller in 2015 compared to the year before.

What mainly stands out is the strong growth in exports to south and east Asia. Last year, there was an increase of 45% and on average over the last five years exports to that region increased by 24% per year.

Thailand is the main buyer in that region, but the growth in exports to Taiwan, China and India is spectacular as well.

For now, the United Kingdom is the most important buyer in individual countries for New Zealand apples, with an amount last year of 52,000 tonnes. The United States was number two. After Thailand the Netherlands was the fourth buyer.

New varieties stimulate apple exports, especially to Asia. Royal Gala is the main export variety at a distance. Last year 141,000 tonnes were exported. The share of this variety has been moving around 35% in recent years.

Braeburn is still the second export variety but the export is decreasing year by by year to 66,000 tonnes in 2015.

Jazz and Fuji are number three and four. Slightly less Jazz were exported last year compared to 2014, but a lot more of Fuji. Then the three varieties of the future follow with considerable growth figures in 2015 and recent years; Pink Lady, Pacific Ocean and Envy.

Various buyers have different preferences when it comes to apple variety. Europe mainly receives Braeburn. Jazz is also still reasonably in favour in Europe. Fuji on the other hand mainly goes to Taiwan and to a lesser extent to the United States. Pacific Queen often goes to China and Envy goes to the United States. Royal Gala is the key one for the Gulf States.

The New Zealand apple export season runs from March to August. In March it is mainly Royal Gala. In May, Braeburn is the main export variety. In the other months the share of the other varieties is the largest.

The Netherlands is the main buyer of New Zealand onions. Onions is the third New Zealand export variety when it comes to fresh fruit and vegetables.

Netherlands is the main buyer

The quantity sent to the Netherlands varies year to year. In 2015 it was 33,000 tonnes, 8% more than in the year before. Indonesia and Japan are second and third buyers followed by Germany, Belgium and Malaysia.

NZ dollar exchange rate at high point in spring 2015

In April 2015 the value of the New Zealand dollar compared to the Euro peaked at €0.70 per NZD $1. After this the value decreased to €0.56 in September last year, then rose a little to fall back to €0.60 (or NZD $1.67 per Euro).

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