New varieties to spice up kiwifruit category
01 November 2007 15:22
John Hey
TURN to our kiwifruit feature this month and you will read about some of the new varieties that are generating excitement in the category. Zespri Gold excepted, the global kiwifruit market has been something of a ‘monoculture’ up until today, with green-fleshed Hayward by far the dominant variety. But the sector looks set for a burst of innovation and major diversification over the next decade as new varieties with gold/yellow, red and other coloured flesh emerge onto the scene to rival or compliment Hayward.
Many of these varieties are originating from China, where multiple strains grow naturally in the mountains and are brought to horticultural institutes for development. Major foreign interest and investment in nurturing and commercialising such cultivars is now beginning to produce results with the launch of varieties bearing interesting points of difference to those currently on the market, whether it be a striking appearance when cut open, higher sugar levels or enhanced health benefits.
While they still only account for a fraction of total production, the big commercialisation plans for these varieties mean it will be interesting to see what influence they have on the global market. In China itself, securing adequate protection of privately-owned varieties to ensure controlled market development is always going to be a challenge, particularly where cultivars have already been accessible to growers before plant variety rights were secured. On a broader scale, such new varieties must also live up to expectation levels in the competitive international market, especially in terms of factors such as shelf life.
As Zespri notes, the investment in research, development and commercialisation of a new variety is hefty. Indeed, it took several years for the New Zealand kiwifruit marketer to come up with Zespri Gold. Despite rumours that it is well on its way to developing a red kiwifruit variety, Zespri remains conspicuously quiet on its plans, and it may be waiting for the right time to launch such a cultivar while Gold continues to ride high in the marketplace.
Zespri does, however, sound a note of concern that there will be new varieties that do not have the characteristics to satisfy the trade or consumers in the short-term. While the recent burst of innovation should expand the kiwifruit category, it could also destabilise it. After all, variable eating quality remains one of the key hurdles to realising the great growth potential that exists for kiwifruit consumption. Before Hayward is branded a tired, commodity variety, we should also take heed of the distinct quality grades within the Hayward market, the difficulties consumers have discerning them when fruit ‘looks’ so similar, and the room for improvement that this reveals.
TURN to our kiwifruit feature this month and you will read about some of the new varieties that are generating excitement in the category. Zespri Gold excepted, the global kiwifruit market has been something of a ‘monoculture’ up until today, with green-fleshed Hayward by far the dominant variety. But the sector looks set for a burst of innovation and major diversification over the next decade as new varieties with gold/yellow, red and other coloured flesh emerge onto the scene to rival or compliment Hayward.
Many of these varieties are originating from China, where multiple strains grow naturally in the mountains and are brought to horticultural institutes for development. Major foreign interest and investment in nurturing and commercialising such cultivars is now beginning to produce results with the launch of varieties bearing interesting points of difference to those currently on the market, whether it be a striking appearance when cut open, higher sugar levels or enhanced health benefits.
While they still only account for a fraction of total production, the big commercialisation plans for these varieties mean it will be interesting to see what influence they have on the global market. In China itself, securing adequate protection of privately-owned varieties to ensure controlled market development is always going to be a challenge, particularly where cultivars have already been accessible to growers before plant variety rights were secured. On a broader scale, such new varieties must also live up to expectation levels in the competitive international market, especially in terms of factors such as shelf life.
As Zespri notes, the investment in research, development and commercialisation of a new variety is hefty. Indeed, it took several years for the New Zealand kiwifruit marketer to come up with Zespri Gold. Despite rumours that it is well on its way to developing a red kiwifruit variety, Zespri remains conspicuously quiet on its plans, and it may be waiting for the right time to launch such a cultivar while Gold continues to ride high in the marketplace.
Zespri does, however, sound a note of concern that there will be new varieties that do not have the characteristics to satisfy the trade or consumers in the short-term. While the recent burst of innovation should expand the kiwifruit category, it could also destabilise it. After all, variable eating quality remains one of the key hurdles to realising the great growth potential that exists for kiwifruit consumption. Before Hayward is branded a tired, commodity variety, we should also take heed of the distinct quality grades within the Hayward market, the difficulties consumers have discerning them when fruit ‘looks’ so similar, and the room for improvement that this reveals.
|