The strategy of the New Zealand Kiwifruit Marketing Board

Abstract

This case study describes the evolution of the Kiwifruit industry in relation to international markets, the production process and the creation of the New Zealand Kiwifruit Marketing Board (NZKMB). The NZKMB was established to maximise returns to kiwifruit growers by establishing standards around fruit quality, handling and storage as well as international marketing. There is also discussion around particular markets, such as Japan, and the New Zealand governments involvement in terms of regulations that helped form the NZKMB