Avocado growers in New Zealand have faced significant challenges over the past three years, with a notable drop in prices for the Hass variety. However, the recent launch of the GEM™ avocado, a premium variety sold exclusively online for $3.80 each, could be the boost the sector needs to recover.

Michael Franks, CEO of Seeka, has compared the potential of the GEM™ avocado to the impact of the yellow kiwifruit in the 1990s. New Zealand's avocado sector has suffered from extreme weather conditions and increased production in export markets, resulting in reduced export volume. Traditionally, 85% of New Zealand's avocado exports go to Australia, but overproduction has affected both the export and domestic markets, where retail prices have fallen by 61%, from $3.22 to $1.25 per avocado.

Faced with this situation, some producers have begun exploring alternatives. Peter Guy, for example, opted to switch to direct-to-consumer sales through a subscription service called The Avo Tree, after consulting with Franks. This approach aims to offer greater benefits to farmers and higher-quality products to consumers. Thorley Robbins, director of The Avo Tree, supports this initiative, emphasizing its advantages for both producers and consumers. Meanwhile, Franks is confident that the GEM™ avocado can revitalize the sector, offering an exclusive, high-quality product that could make a difference in a saturated market.

Source: freshplaza.es