A progressive, strongly collaborative consumer led industry.
To sustainably maximise grower productivity and profitability.
Mature domestic market – defend and extend the core business.
Create viable export markets.
Develop an effective structure for NZCGI governance that will promote strategy implementation.
(Grower & Consumer)
To develop a ‘face’ for the citrus industry which reflects a customer centric focus.
Effective information flow to influence grower, retailer and marketer behaviour from the consumer (backwards) to retailer, marketer and grower.
Independent maturity testing of citrus within two seasons. Achieve an industry wide tag 1 pack out of 75% within 5 years. Own new season citrus. Focus on production and consistently high quality citrus.
Local / Export
To become acutely aware of who the market consists of by segment and their taste/consumption habits. Work with retailers to understand domestic consumers of citrus.
Investigate new and maintain and develop existing export markets. To achieve $18 – $20m in export earnings by 2023.