Apple Futures Programme

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Apple Futures Programme

Pipfruit NZ Inc (PNZ) has led the New Zealand Apple industry in the application of innovative orchard management techniques predicted to regain New Zealand’s premium position in the global apple market. PNZ has collaborated with Regional Economic Development Agencies from Nelson, Otago and Hawkes Bay to accelerate the implementation of their low spray residue production program.

The New Zealand Apple industry has traditionally held a premium position in the global apple market with a reputation for high quality fruit, new variety development and adaptability to consumer demands. In an international marketplace characterized by rapid growth of low cost, high perceived quality competition from the southern hemisphere competitors, Apple Futures is an initiative to regain a premier market position following a declining trend in returns from exports since 1998.
 
A pip fruit pilot study conducted in Hawkes Bay by PNZ, with the support of a MAF Sustainable Farming Fund Grant contributed to the development of the technology applied in the Apples Future project. This program was operating two seasons prior to the beginning of the Apple Futures project, providing the technology which Apple Futures has commercialized.
 
The Apple Futures program received $2.67 million in funding over three years, foreseeable national benefits attracted seventy-five percent funding from New Zealand Trade and Enterprise. Growers contributed twenty-five percent through Pipfruit NZ. The program is responsible for developing, commercializing, and implementing capability to meet industry regulations for low residue fruit.
 
Results for the first year of the project, the 2007/2008 season, identified that the majority of fruit had less than 10% of the European MRLs, the most stringent of the international standards. Results from the broader based 2009 season, the second year of the project improved significantly on that, with most fruit analyzed recording less than 5% of EU MRLs, and with many recording no detectable residues, or residues down at a level of detection of one part per billion.
The Goal is to produce apples with “nil detectable” residue levels, or at most 5% of the MRLs for a given market by 2010. This gives New Zealand apples a point of difference and competitive advantage at a time when competitors are struggling to keep within the upper limit of the MRLs.
 
Whilst too soon to evaluate the impact of Apple futures on export sales, returns on exports for the 2007/2008 season were up 28% for apples classified as IFP from the previous season.
 
Apple Futures has helped rejuvenate enthusiasm among New Zealand apple growers.   John Austin-Smith (Apples Futures) states, grower buy-in to Apple Futures makes him hopeful that the industry will continue to redevelop itself.
 
Apple Futures has helped bring about a marketing strategy that leverages the high quality and safety of New Zealand apples, country of origin marking will promote New Zealand apples as “100% Pure NZ Apples”, taking advantage of the NZ Tourism marketing campaign.
 
By the end of the Apple Futures program in 2010, Pipfruit NZ will take sole responsibility for completing the commercialization of the program.