World Kiwifruit Review 2009 Edition
Table of Contents

Foreword	2
Table of Contents	3
Tables	5
Charts	6
All Change	7
I. Production of Kiwifruit	12
Kiwifruit Area Slowly Rising	12
World Kiwifruit Production Recovers in 2008	13
Kiwifruit's Place in the Global Fruit Spectrum	15
Major Countries Dominate Kiwifruit Production	19
Dominance of Hayward Begins to Erode	20
Expansion to Continue in Italy	23
China: Future Uncertain	24
New Zealand Solidifies Strategy	25
Chile Rediscovers Kiwifruit	26
France and Greece Holding Firm	27
Japan and United States: Slow Decline	28
Opportunities in Minor Producing Countries	29
II. Trade in Fresh Kiwifruit	30
Worldwide Kiwifruit Exports Move Higher	30
Fresh Kiwifruit Trade Continues to Expand	34
Global Trade Flows, 2007	35
Exports from Italy Fell in 2008	40
New Zealand Exports Continue to Flourish	41
Chile Counts on Diverse Export Markets	42
Greece Solidifies Export Gains	43
France More Dependent on EU-27 in 2008	44
Iran Export Data Revised	45
China Awaits Breakout	46
Influence of Seasonality on Trade	47
III. Consumption of Fresh Kiwifruit	51
Per Capita Availability of Kiwifruit Remains Flat	51
Variation in Consumption Among Producing Countries	52
Why Does Per Capita Consumption Lag in the United States?	53
Consumption in Non-Producing Countries	55
IV. Prices of Fresh Kiwifruit	58
Measuring Grower Success through Prices	58
International Comparisons of Producer Prices	59
Impact of Inflation on U.S. Kiwifruit Price Trends	61
Price Comparisons Among Big Three Exporters	63
European Export Prices Continue Rising	64
Influence of Marketing Margins on Grower Prices	65
Wholesale Markets Stronger in 2008	70
Influence on Kiwifruit Prices of Other Quality Factors	75
V. Analyzing Demand for Fresh Kiwifruit	78
Complexity of Demand Analysis	78
World Demand for Fresh Kiwifruit Imports	80
Retail Demand in Western Europe	81
Farm Level Demand in the United States	84
Influence of New Cultivars on Demand	86
VI. Marketing Initiatives	87
Recession Adds Uncertainties	87
General Marketing Challenges	88
New Zealand Continues to Adjust	89
Italy Attempting to Move Up Market	90
France Seeks to Retain Premium Niche	92
Expanding Opportunities for Greece	93
Chile on the Upswing	93
Uphill Battle in the United States	94
China on the Rise	95
VII. Strategic Issues	96
Getting Control of Costs	96
Urgency of Higher Marketable Yields	97
Responding to Climate Change	98
Country Index	100
Tables
World: Share of Production of Major Fruit Groups, 1983-85, 1993-95 and 2005-07	15
Major Producing Countries: Relative Importance of Kiwifruit in Total Fruit Production, 2005-07	18
Top Ten Kiwifruit Producing Countries, by Rank and Tonnage, 1996-99 and 2006-09	19
Kiwifruit Production, Trade and Estimated Domestic Disappearance, Selected Countries and Periods	31
Kiwifruit Import and Export Dependence, Selected Countries and Periods	33
Fresh Kiwifruit: Partial Global Trade Matrix, 2007	36
Fresh Kiwifruit: Distribution of Sales, by Major Exporters, by Region, 2007	37
Fresh Kiwifruit: Sources of Imports from Major Exporters, by Region, 2007	38
Major Regions: Market Share of Major Suppliers, 2004-2007	39
Italy: Fresh Kiwifruit Exports, by Destination, 2002-08	40
New Zealand: Fresh Kiwifruit Exports, by Destination, 2002-08	41
Chile: Fresh Kiwifruit Exports, by Destination, 2002-08	42
Greece: Fresh Kiwifruit Exports, by Destination, 2002-08	43
France: Fresh Kiwifruit Exports, by Destination, October to May Season, 2001-08	44
Iran: Fresh Kiwifruit Exports, by Destination, (Revised) 2001-05	45
China: Imports and Exports of Fresh Kiwifruit, 2001-2007	46
Chile and New Zealand: Share of Total Exports Going to the United States, 2002-2008	50
Non-Producing European Countries: Per Capita Consumption of Fresh Kiwifruit, 2002-2007	55
Non-Producing Countries Outside EU-27: Per Capita Consumption of Fresh Kiwifruit, 2002-2007	57
Big Three Kiwifruit Exporters: Net Market Returns, 1998-2008 Seasons	63
Big Three Kiwifruit Exporters: Grower Returns, 1998-2008 Seasons	64
Italy, France and Greece: Kiwifruit Export Prices, 1991-92 to 2008-09	65
Italy: Retail, FOB and Grower Prices and Marketing Margins, 2001-02 to 2007-08	66
France: Average Retail Prices, Grower Prices and Marketing Margins for Kiwifruit, 1999-2008	67
Other Major Producing Countries: Packing, Handling and Marketing Charges, 1998-2008	68
New Zealand: Orchard Gate Returns, by Product, 2001-09	69
New York: Wholesale Prices of Fresh Kiwifruit, 2008	71
Paris: Wholesale Prices of Fresh Kiwifruit, 2008	72
Toronto: Wholesale Prices of Fresh Kiwifruit, 2008	72
Montreal: Wholesale Prices of Fresh Kiwifruit, 2008	72
Rotterdam: Wholesale Prices of Fresh Kiwifruit, 2008	73
New Zealand: Returns from Kiwifruit Exports, 2002-08	75
France and Italy: Changes in Retail Sales Per Capita, 1994-2000 and 2001-07	83
Charts
World: Area Harvested of Kiwifruit, 1990-2008	12
World: Production of Kiwifruit, 1990-2008	14
EU: Imports of Fresh Pineapples, Mangos and Papayas, 1996-2008	16
United States: Imports of Fresh Pineapples, Mangos and Papayas, 1996-2008	17
Italy: Kiwifruit Area and Production, 1998-2008	23
China: Kiwifruit Area and Production, 1998-2008	24
New Zealand: Kiwifruit Area and Production, 1998-2008	25
Chile: Kiwifruit Area and Production, 1998-2008	26
France and Greece: Kiwifruit Area and Production, 1998-2008	27
Japan and United States: Kiwifruit Area and Production, 1998-2008	28
World: Exports of Fresh Kiwifruit, 1995-2008	30
EU-27: Monthly Volume of Imports from Italy, New Zealand and Chile, April-November, 2005-2007	48
EU-27: Monthly Prices of Imports from Italy, New Zealand and Chile, April-November, 2005-2007	48
Italy: Monthly sales of Kiwifruit, November-May Seasons, Selected Years	49
World: Kiwifruit Availability, China and Rest of World, 1982-2008	51
Major Producing Countries: Per Capita Disappearance, 1996-99 and 2006-09	52
United States: Per Capita Consumption of Fresh Kiwifruit, 1988-2007	54
Major Producing Countries: Producer Prices of Kiwifruit, 1991-2006	59
Major Producing Countries: Currencies per U.S. Dollar, 1991-2006	60
United States: Current and Deflated Grower Prices of Fresh Kiwifruit, 1990-2007	61
United States: Import, Export and Producer Prices of Fresh Kiwifruit, 1996-2008 Seasons	62
France: Orchard Gate Returns for Kiwifruit, by Fruit Size, Selected Years	76
France: Retail Price Comparison, Bulk versus Packaged, 2002-03 to 2007-08	77
France and Italy: Estimated Quarterly Sales Per Capita in Large Retail Stores, 2003-08	82
France and Italy: Estimated Quarterly Retail Prices in Large Retail Stores, 2003-08	82
Major Producing Countries: Average Kiwifruit Yields per Hectare, 1996-99 and 2006-09	98
Acknowledgments We are once again 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 edition of the World Kiwifruit Review.

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