New Zealand has potential to be "fruit bowl" of Asia: minister

New Zealand has the potential to be the "fruit bowl" of Asia, a government minister said Thursday following the release of a report showing opportunities for growth in the fresh fruit sector.

Economic Development Minister Steven Joyce said the "Driving Growth in the Fresh Fruit Sector" report stated that New Zealand's fruit exports were shifting towards Asia and away from traditional markets like Europe and North America.

"The report highlights that we can become a fruit bowl for Asia. Asian consumers prefer the sweetness and quality of New Zealand fruit and we are achieving considerable success there," Joyce said in a statement.

"New Zealand is sending fruit to more countries and there has also been a significant growth in the export value of fruit. Kiwifruit's export value has almost doubled over the last decade, going from 567 million NZ dollars (449.93 million U.S. dollars) in 2002 to 1.043 billion NZ dollars in 2012."

Industry comments in the report indicated that while kiwifruit vine-killing disease, PSA, had had a significant impact on the industry's profitability, export value growth was likely to continue into the future when the impact of the disease had passed.

The report highlighted potential directions for growth in the fresh fruit sector including new varieties, value-added products and new and emerging fruits.

"The report says that avocados, cherries and blueberries stand out as fruits that have the potential to create meaningful export growth. There are also opportunities to develop fruit extracts and ingredients for food service and nutraceuticals," Joyce said.