World Kiwifruit Review 2015 Edition TABLE OF CONTENTS

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1 World Kiwifruit Review 2015 Edition TABLE OF CONTENTS Foreword 2 Table of Contents 3 Charts 5 Tables 6 Emerging from the PSA Crisis 7 1. Production of Kiwifruit 13 Production Potential Still Rising 13 Average Yields outside China Still Declining 14 Setback to World Kiwifruit Production 15 Kiwifruit's Modest Role Among Fruits 16 Leading Kiwifruit Producing Countries 21 Kiwifruit Cultivar Mix after PSA 23 Production Trends in Major Producing Countries 27 China 27 Italy 27 New Zealand 28 Chile 29 Greece 29 France 30 Japan 30 United States 30 Spain and Portugal 30 South Korea 31 Iran 31 Australia 31 Turkey 31 Other Minor Producing Countries 31 Future World Kiwifruit Supplies 32

2 2. Trade in Fresh Kiwifruit 33 World Kiwifruit Exports Stall 33 Italian Exports Dominate Europe 34 New Zealand Exports Rebound 35 Chile's Export Growth Interrupted 36 Greece Surprises on Upside 37 France Branches Out 38 China, Land of opportunity 39 Other Kiwifruit Exporters 41 Importers of Fresh Kiwifruit 42 Prospects for World Trade in Kiwifruit Consumption of Fresh Kiwifruit 44 China Influences World Per Capita Availability 44 Supplies for Consumption, by Country 45 Reliability of Disappearance Data 48 Consumption in Non-Producing Countries Prices of Fresh Kiwifruit 53 Many Influences on Prices 53 International Comparison of Prices 53 Effect of Inflation on Prices 56 Trade Links to Domestic Prices 57 European Price Competition in Export Markets 58 Influence of Marketing Margins on Prices 59 Effects of Fruit Size on Prices 61 Influence of PSA on Prices 62 Influence of Cultivars on Kiwifruit Prices 64 Wholesale Market Prices in Analyzing Demand for Fresh Kiwifruit 72 Changing Environment for Fresh Kiwifruit Demand 72 World Demand for Fresh Kiwifruit 78 Retail Demand in Western Europe 79 Demand in the United States 83 Influence of New Cultivars on Fresh Kiwifruit Demand Marketing Initiatives 86 Emerging Obstacles to Trade 86 Removing Obstacles to Trade 89 Retail Challenges 90 Elusive Consumers 91

3 Responses of Key Players to Marketing Challenges 92 New Zealand Committed to Single Point of Entry 92 Italy Many Options 93 Chile Seeks Better Quality Control 94 Greece Enjoys Expansion Opportunities 95 France Awaits Economic Recovery 96 Whither China? Strategic Issues 98 Reversing Productivity Decline 98 Adding Value for Whom? 100 Finding the Elusive Target Consumer 102 Funding the New Marketing Game 104 Country Index 106 Tables World: Per Capita Supplies of Major Fruit Groups, and of Melons, , and Top Ten Kiwifruit Producing Countries, by Rank and Tonnage, and China: Estimated Area Planted to Main Kiwifruit Cultivars, 2002 and Italy: Fresh Kiwifruit Exports, by Destination, to New Zealand: Kiwifruit Exports, by Destination, 2008 to Chile: Kiwifruit Exports, by Destination, 2008 to Greece: Fresh Kiwifruit Exports, by Destination, to France: Fresh Kiwifruit Exports, by Destination, to China: Imports and Exports of Fresh Kiwifruit, Major Importers of Fresh Kiwifruit: Principal Sources, Major Kiwifruit Producing Countries: Production, Trade and Domestic Disappearance, Selected Three-year Periods 46 Non-Producing European Union Member Countries: Per Capita Consumption of Fresh Kiwifruit, Calendar Years, Non-Producing Countries outside the EU: Per Capita Consumption of Fresh Kiwifruit, Calendar Years, Italy, France and Greece: Export Prices of Fresh Kiwifruit, to France: Average Retail, Sales and Grower Prices for Fresh Kiwifruit, 2000 to New Zealand: Orchard Gate Returns, by Product, New Zealand: Returns from Kiwifruit Exports, New York: Wholesale Prices of Fresh Kiwifruit, Rotterdam: Wholesale Prices of Fresh Kiwifruit, Toronto/Montreal: Wholesale Prices of Fresh Kiwifruit,

4 Paris: Wholesale Prices of Fresh Kiwifruit, France and Italy: Comparisons of Retail Sales per Capita and Retail Prices for Fresh Kiwifruit, , and Charts World: Area Harvested of Kiwifruit, World, excluding China: Average Kiwifruit Yields, World: Production of Kiwifruit, United States: Imports of Fresh Pineapples, Mangos and Papayas, EU-28: Imports of Fresh Pineapples, Mangos and Papayas, World: Volume of Exports of Fresh Kiwifruit, World: Kiwifruit Availability, China and Rest of World, Major Producing Countries: Per Capita Disappearance, and United States: Comparison of Per Capita Disappearance Data for Kiwifruit with USDA,ERS Per Capita Use Data, Major Producing Countries: Producer Prices of Kiwifruit, Major Producing Countries: U.S. Dollars per Selected Currencies, United States: Current and Deflated Grower Prices of Kiwifruit, United States: Export, Import and Grower Prices of Fresh Kiwifruit, France: Orchard Gate Returns for Kiwifruit, by Fruit Size, Selected Years 61 United States: Average Monthly Prices of All Fresh Kiwifruit Imports, Japan: Average Monthly Prices of All Fresh Kiwifruit Imports, New Zealand: Orchard Gate Returns. Premiums for Zespri Green Organic and Zespri Gold over Zespri Green, France: Retail Price Comparisons, Bulk and Packaged, to Italy, France and Spain: Average Prices, Respective Retail Panels, to France: Fresh Kiwifruit, Monthly Retail Prices, , , and Selected Countries: Average Yields per Hectare, Three-year Periods, Acknowledgments We are once again deeply indebted to Jean-Michel Fournier, Director, Bureau National Interprofessionel du Kiwi (BIK), Toulouse, France, for providing much valuable information and continuance guidance in making this Review available for producers, consumers and traders in this unique fruit.

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