China new market for persimmons

Persimmons from New Zealand are soon to be sent to China - the very country where the fruit originated.

For the first time the distinctive orange fruit will appear on Chinese store shelves after market access was finally granted, 12 years after negotiations began.

Gisborne-based exporter First Fresh will send the trial shipment of persimmons next month following approval from China’s quarantine authority AQSIQ.

First Fresh managing director Ian Albers said persimmons were a niche industry, with 50 growers producing about 1500 tonnes a year, chiefly from the Gisborne area. Exports are worth $8 million a year and 70 per cent of the product is sent overseas. China would not necessarily become a large market. At present most persimmons are sold in Australia, Hong Kong, Singapore, Malaysia and Thailand.

Albers said his company was starting small in order to gauge a clear understanding of consumers before taking the next step.

The variety grown in New Zealand is native to Japan, and was established here to supply the Japanese market but it has since dwindled to a non-existent one. Marketer John Miller from Foodview said it was crisper than the one traditionally grown in China.

‘‘It’s critical we understand how Chinese consumers react to New Zealand persimmons. We grow a firmer variety than the native Chinese persimmon, which is typically eaten when it’s softer and juicier. We need to understand what Chinese consumers think of the difference and learn how to educate them to appreciate the New Zealand product,’’ he said.

Miller said the first shipment to Shanghai would be used to get extensive customer feedback.