Potatoes New Zealand

Potato Industry Export Market Development Group

The Potato Industry Export Market Development Group (formerly the Potato Export Access Committee) is a grower and exporter group with a focus on promoting potato exports. This is done through the prioritisation and funding of projects to access new markets and maintain access to existing markets. The activities of the Group are funded through the collection of an administration fee for the MAF potato cyst nematode compliance programme. The fee covers the costs of maintaining the programme and meeting the costs of negotiating access to new markets.

Many countries have phytosanitary barriers which prevent the importation of fresh potatoes, or make entry particularly expensive and difficult to comply with. Phytosanitary requirements on processed potatoes (French fries) are much easier to comply with. There is significant demand in many countries for fresh potatoes for processing into potato crisps, however despite the lower risk posed by products that are imported and cooked in processing facilities many countries do not recognise this in their import regulations.

Bharat Bhana Pukekohe Ph 09 238 0015 Mobile 027 482 8305
Nick Tayler Temuka Ph 03 615 8676 (w) Fax 03 615 8676 Mobile 027 434 1402	Gavin Henderson Ph 03 318 1802 Mobile 0274 347 447
Ray Ellis (exporter) Ph 07 578 8084 Fax 07 579 4061 Mobile 0274 006 794	Bernadine Guilleux (exporter) Ph 09 237 0893
Tony Hendrikse (exporter) Ph 09 266 7624 Mobile 029 968 8237	Peter Rutter (exporter) Ph 09 238 0683 Mobile 021 968 994

Export market Development Programme 2009

Each year the Export Market Development Group (EMDG) approves a programme of work to investigate and assist in the development of new export markets for fresh potatoes. The EMDG does not get involved in the commercial activities associated with exporting but does invest in market research and generic promotion of the New Zealand fresh potato industry. Since focusing its efforts on market development the EMDG has concentrated on developing the Taiwan market. A significant investment was made in research and visiting the market and sending sample shipments of both table and process potatoes. The generic promotion activity resulted in the first commercial shipment in 2009 to the Taiwan market.

The approved market development activities for the 2009 year are:

Taiwan

Samples Promotion
Develop promotion material to send with samples to assist importer's promotion with their customers.

Taiwan Food Show
Assist importer in promoting New Zealand potatoes at upcoming food show.

NZTE sponsored event – Taiwan
Send samples and promotional material for cooking demonstration at NZTE organized food and beverage event in Taiwan.

Generic Promotion Activity / Research
Following on from the food and beverage event develop further awareness and trialing through the Hotel, Restaurant and Food Institutions channel. Take up promotion activities as they arise.

Market scanning

Target Markets feasibility assessment
Undertake baseline desk top assessment and ranking of potential markets. Use target market priority matrix tool. Include following markets:
• Papua New Guinea
• ASEAN markets
• Gulf Cooperation Council countries – Saudi Arabia, Kuwait, Bahrain, Qatar, United Arab Emirates, Oman

Website international pages

Technical development and content production (deferred from 2008/09).

Market Co-ordination

Planning and co-ordination activities to encourage orderly exporting to new markets.

Current market access projects

Australia – Currently prohibits all unprocessed potato imports. The New Zealand industry is seeking access for potatoes to processing facilities (as quarantine approved premises) for the manufacture of potato crisps and secure disposal of wastes. The request while initially receiving a favourable response has been delayed in Australia's process for reprioritisation of new access requests.

Japan - New Zealand has requested access for potatoes for processing in secure facilities (e.g., French fries or potato crisps factories). The USA obtained access to Japan in 2006 under these conditions, following many years of negotiation. Despite the processing of these products it is likely that Japan will require specific phytosanitary measures for potato cyst nematode.

Korea – Following more than 15 years of negotiations, New Zealand and Korea still have not agreed on a set of import conditions. The draft conditions are the strictest for any of New Zealand's export markets, even though the main interest is in potatoes for processing.

Papua New Guinea – New Zealand has initiated a new market access requset for fresh table potatoes to Papua New Guinea. The technical data has been supplied to Papua New Guinea, and New Zealand now awaits progress on the import pest risk analysis.