As harvest gets underway and the first fruit starts appearing in the shops, what better time to confirm the theme of the 2025 Summerfruit NZ conference: Quality sells.
We know that to keep customers coming back throughout the season, we need to ensure fruit is of the highest quality possible and great ‘eating pleasure’, as new Board member Jerf van Beek outlines in his story in this issue of Prunings.
Ensuring a quality eating experience is particularly important at the start of the season, when customers are eager for a change and to once again experience fresh, ripe summerfruit. Back in 2016, Nielsen was contracted by Summerfruit NZ to conduct consumer research, which I recently reviewed.
The results of this study were clear: the most significant indicator of fruit quality was its flavour. The research went on to quantify an opportunity to increase repeat purchases by 16%, by addressing fruit maturity.
To optimise value and grower returns, it is important that our industry commits to the continual improvement of fruit maturation and quality, particularly as we enter what appears to be a season of good volume.
Pockets of damage
Some growers in Central Otago have reported pockets of damage, due to the recent cold, snowy weather. As we all know, the weather can be very cruel, and I am sure every grower we have can identify with what some growers in Central Otago have had to contend with.
If there is anything that Summerfruit NZ can do to help, please give me a call on 027 461 6020.
On a more positive note, growers I’ve spoken with seem largely confident in the labour situation, with plenty of backpackers and New Zealanders looking for fruit picking work over the summer. I am however aware of some ongoing frustrations and delays associated with the administration of the Recognised Seasonal Employer (RSE) scheme for some employers in Hawke’s Bay.
These issues have been brought to government officials’ attention and we anticipate them being resolved later this month. But I appreciate that some of our growers are bearing the brunt of these delays, which is adding additional cost, complexity and stress to an already extremely busy time of year.
Getting around the country
I have now visited the key growing areas of Otago and Blenheim, and of course, I have been out and about in the Hawke’s Bay. It is great to catch up with or meet for the first time so many passionate growers that positive about the coming season. Let’s stay in touch.
Save the date
2025 Summerfruit NZ conference: Quality sells
When: 25-26 June 2025
Where: Blenheim
More info: https://www.summerfruitnz.co.nz/about-us/events/summerfruit-nz-conference/