World Kiwifruit Review 2008 Edition
Table of Contents

Foreword	2
Table of Contents	3
Tables	5
Charts	6
Acknowledgments	6
Keeping One's Eye on the Goal	7
I. Production of Kiwifruit	12
Kiwifruit Area Growing Modestly	12
World Kiwifruit Production Pauses in 2007	13
Formidable Competition for Kiwifruit	15
China Becomes Leading Kiwifruit Producer	18
One Variety No Longer Fits All	20
Erratic Expansion in Italy	22
China Prepares for Global Competition	23
New Zealand: What to Do for an Encore	24
Chile on the Upswing	25
Mixed Fortunes for France and Greece	26
Japan and United States Try to Reverse Slide	27
Stirrings in Other Producing Countries	28
II. Trade in Fresh Kiwifruit	29
Kiwifruit Trade to Retract in 2007-08	29
Fresh Kiwifruit Exports Impressive Gains	33
Global Trade Flows	34
Italy Kicks up Exports a Notch	38
New Zealand Seeks Premium Markets	39
Chile Seeks New Markets	40
Greece Looks beyond EU Borders	41
France Heavily Dependent on EU Markets	42
Iran Export Expansion Stalled in 2005	42
China Still a Net Importer	44
Influence of Seasonality on Trade	44
III. Consumption of Fresh Kiwifruit	49
Stable Per Capita Availability of Kiwifruit	49
Consumption Variation among Producing Countries	50
Per Capita Consumption Struggles in the United States	51
Substantial Consumption in Non-Producing Countries	52
IV. Prices of Fresh Kiwifruit	55
Prices Shift with Seasons	55
U.S. Price Trends	56
Price Comparisons among Big Three Exporters	58
European Export Prices Rebound in 2006-07	59
Influence of Marketing Margins on Grower Prices	60
Wholesale Markets Mixed in 2007	65
Other Quality Impacts on Kiwifruit Prices	70
V. Analyzing Demand for Fresh Kiwifruit	73
Distinguishing Demand Changes	73
World Demand for Fresh Kiwifruit Imports	76
Retail Demand in Western Europe	77
Farm Level Demand in United States	80
Influence of New Cultivars on Demand	81
Summary Comments on Demand for Fresh Kiwifruit	82
VI. Marketing Initiatives	83
Complex Tasks Ahead	83
New Zealand Struggles to Stay Ahead	84
Italian Industry Seeks Discipline	86
France Seeks Market Premiums	87
Greece Still Upgrading	88
Chile Faces Threat to Growth	89
Uncertainty in United States	90
China Makes Its Move	90
Marketing Deserts	91
VII. Strategic Issues	92
Adding Value to a Commodity	92
Reducing Unit Costs	93
Doing Good by Society	96
Country Index	98
Charts
World: Area Harvested of Kiwifruit, 1990-2007	12
World: Production of Kiwifruit, 1990-2007	14
EU-15: Imports of Fresh Pineapples, Papayas and Mangos, 1996-2007	17
United States: Imports of Fresh Pineapples, Papayas, Mangos, 1996-2007	17
Italy: Kiwifruit Area and Production, 1997-2007	22
China: Kiwifruit Area and Production, 1997-2007	23
New Zealand: Kiwifruit Area and Production, 1997-2007	24
Chile: Kiwifruit Area and Production, 1997-2007	25
France and Greece: Kiwifruit Area and Production, 1997-2007	26
Japan and United States: Kiwifruit Area and Production, 1997-2007	27
World: Exports of Fresh Kiwifruit, 1995-2007	29
EU-27: Monthly Volume of Imports from EU-27, Chile and New Zealand, October 2004 - October 2007	45
EU-27: Monthly Prices of Imports from EU-27, Chile and New Zealand, October 2004 - October 2007	46
Italy: Monthly Sales of Kiwifruit, November-May Seasons, 2003-2007	47
United States: Monthly Supplies of Kiwifruit from Domestic Shipments and Imports, 2004-2007	48
World: Kiwifruit Availability, China and Rest of World, 1982-2007	49
Major Producing Countries:Per Capita Disappearance, 1995-98 to 2005-08	50
United States: Per Capita Consumption of Fresh Kiwifruit, 1988-2006	51
United States: Current and Deflated Grower Prices of Fresh Kiwifruit, 1990-2006	56
United States: Import and Export Prices of Fresh Kiwifruit, 1996-2007	57
France: Orchard Gate Returns for Kiwifruit, by Fruit Size, Selected Years	71
France: Retail Price Comparisons,Bulk v. Packaged, 2001-02 to 2006-07	72
Hypothetical Demand Curves for Fresh Kiwifruit	73
France and Italy: Estimated Quarterly Sales Per Capita in Large Retail Stores, 2003-2007	78
France and Italy: Estimated Quarterly Retail Prices in Large Retail Stores, 2003-2007	78
Major Producing Countries: Average Kiwifruit Yields per Hectare, 1995-98 and 2005-08	94
Tables
World: Share of Production of Major Fruit Groups, 1983-85, 1993-95 and 2004-06	15
Top Ten Kiwifruit Producing Countries, by Rank and Tonnage, 1995-97 and 2005-07	19
Kiwifruit Production, Trade and Estimated Domestic Production, Selected Countries and Years	30
Kiwifruit Import and Export Dependence, Selected Countries and Years	31
Fresh Kiwifruit: Partial Global Trade Matrix, 2006	34
Fresh Kiwifruit: Distribution of Sales,by Major Exporter & Region, 2006	36
Fresh Kiwifruit: Sources of Imports from Major Exporter & Region,2006	37
Italy: Fresh Kiwifruit Exports, by Destination, 2001-07	38
New Zealand: Fresh Kiwifruit Exports, by Destination, 2001-07	39
Chile: Fresh Kiwifruit Exports, by Destination, 2001-07	40
Greece: Fresh Kiwifruit Exports, by Destination, 2001-07	41
France: Fresh Kiwifruit Exports,by Destination,Oct-May Seasons, 01-07	42
Iran: Fresh Kiwifruit Exports, by Destination, 2001-2005	43
China: Imports and Exports of Fresh Kiwifruit, 2001-2006	44
Non-Producing Countries: Kiwifruit Per Capita Disappearance, 2002-06	53
Big Three Kiwifruit Exporters: Net Market Returns, 1998-2007 Seasons	58
Big Three Kiwifruit Exporters: Grower Returns, 1998-2007 Seasons	59
Italy, France and Greece: Kiwifruit Export Prices, 1991-92 to 2007-08	60
Italy: Retail, FOB and Grower Prices and Marketing Margins, 2000-01 to 2006-07	61
France: Average Retail and Grower Prices and Marketing Margins for Calendar Years, 1999-2007	62
Other Major Producing Countries: Producing Handling and Marketing Charges, 1998-2000	63
New Zealand: Orchard Gate Return, by Pack, 2001-08	64
New York: Wholesale Prices of Fresh Kiwifruit, 2007	66
Paris: Wholesale Prices of Fresh Kiwifruit, 2007	67
Toronto: Wholesale Prices of Fresh Kiwifruit, 2007	67
Rotterdam: Wholesale Prices of Fresh Kiwifruit, 2007	68
New Zealand: Returns from Kiwifruit Exports, 2001-07	70
Acknowledgments I am deeply indebted to Jean-Michel Fournier, Director, Bureau National Interprofessionel du Kiwi (BIK), Toulouse, France, for providing much valuable information and continuous assistance in completing this project.

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