Citrus New Zealand’s industry forum brought growers together in Gisborne last week to ask ‘what it will take for citrus to become a genuinely investable, high-growth sector?’. Citrus New Zealand independent chair Hugh Ritchie says the sector must compete on value rather than volume.

“If we want to play in a low-cost commodity basis, we are going to struggle, and we are probably going to be outcompeted by Australia and many of the other exporting nations in terms of their scale,” he says.

“We really have to choose a pathway around value and quality.”

Fixing obscure labelling of imported versus locally grown product is falling on growers.

“The growers and the industry has to grab that opportunity and start pushing it for themselves.”

He says the sector also has to pick a lane.

“Getting stuck in the middle and trying to do both is not the answer.”

Grower returns have been depressed over the past couple of years.

“What is being planted now will be available in 50 years’ time, so we really have to start thinking longer term and start planning now.”

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