Apple exports from New Zealand - decline!

In my two posts about our holiday to Germany and the United Kingdom, I mentioned the fall in apple exports from New Zealand.   An article in the Dominion Post for Thursday 4 August, 2011 (Page C1), goes some way to explaining what is happening.

Some of the points outlined by Jon Morgan were:

• Growers must change the industry's strategy and alter the way they market their fruit
• New Zealand's apples are sold to an unknown destination, with fruit going through two hands in Europe before finishing up in the UK
• All four major supermarket chains in Britain are supplied, but the apples go through many service providers to get onto the shelves in the high street
• We are not promoting the New Zealand brand but rather numerous independent brands

As a result of this very bleak picture 'bankers and international consumers were starting to question the industry's viability.'

These solutions were given:

• One point of entry for the majority of Braeburn apples going into the UK
• Using collective shipping
• Promotion of "Brand New Zealand" rather than a myriad of brands which were not necessarily obvious as from New Zealand
• Eliminate marginal apple varieties
• Get the marketing right for entry into the new Australian market

Is there an apple exporter among our readers who would like to comment?