New Zealand’s fruit export industry has recorded a dramatic rise of NZ$1.69 billion over the past year, largely fuelled by soaring kiwifruit exports, according to new figures released by United Fresh in its Fresh Facts 2025 report.
United Fresh has spent over 30 years strengthening New Zealand’s fresh produce supply chain, ensuring safe and sustainable food for both local and global markets.
The report, published in late October, shows that the country’s fresh and processed produce exporters achieved a combined value of NZ$6.85 billion FOB (free on board) in the year ending 30 June 2025. Australia and Japan remain New Zealand’s top export markets, followed by China and the European Union.
“Fresh fruit exports alone generated NZ$5.68 billion FOB, a 42 per cent increase over 2024,” said Jacob Lawes, Project Manager at United Fresh Technical Advisory Group. “Kiwifruit continues to be our largest export crop, contributing NZ$3.66 billion FOB, up 35 per cent compared to 2024,” as cited by Fruitnet.
The surge in export value brings New Zealand significantly closer to achieving the government’s ambitious goal of doubling produce exports from NZ$5.08 billion in 2024 to NZ$10.16 billion FOB by 2034. Based on current growth trends, Fresh Facts 2025 projects that fresh produce exports could reach between NZ$14.8 billion and NZ$18.5 billion FOB by 2034.
Lawes noted that the publication provides crucial data for measuring progress toward national goals. “Fresh Facts 2025 provides accurate and reliable data, allowing us to track progress against this significant goal,” he said. “It also reports our industry is well on track to reach the Aotearoa Horticulture Action Plan (AHAP)’s farmgate value goal of NZ$7.36 billion.”
The report also underscores the growing role of Māori in New Zealand’s horticultural landscape. Māori-owned land used for fruit and vegetable production has expanded to 5,715 hectares—a 470 per cent increase over the past two decades—with Māori horticultural assets now valued at NZ$3.7 billion.
Each year, Fresh Facts offers an in-depth analysis of crop sectors, export trends, and emerging developments. The 2025 edition introduces new data on logistics and transportation, revealing that 13 air and seaports handle produce exports, while the domestic rail network moves significant volumes—11,000 tonnes of bananas, 15,000 tonnes of potatoes, and 19,000 tonnes of onions—across regions for domestic and export markets.
In a continued focus on sustainability, Fresh Facts 2025 reviewed industry annual reports, finding that 94 per centmentioned sustainability, yet only 17 per cent aligned with the United Nations Sustainable Development Goals (UN SDGs), and just 13 per cent used data to measure sustainability outcomes.
“While sustainability reporting has improved since 2024, there is still a significant gap between awareness and action,” Lawes cautioned. “Industry needs to urgently address this gap to safeguard our natural resources,” as quoted by Fruitnet.
The report also explores key systems shaping the industry’s future, including the integration of artificial intelligence (AI), advancements in food safety, updated industry standards, training and career development, and new initiatives to attract talent through scholarships.
As New Zealand’s horticultural exports continue to thrive, Fresh Facts 2025 positions the country’s produce sector as a growing force in the global market, balancing rapid economic expansion with the challenge of ensuring sustainable and inclusive growth.