Despite Cyclone Gabrielle’s impact and challenging global conditions, Prevar achieved double-digit growth in 2024, showcasing the resilience of New Zealand’s pipfruit sector. Chief Executive Tony Martin reports expanding international interest in their apple and pear varieties, particularly in Australia and Northern Hemisphere markets.

“While nearly 70% of our business remains New Zealand-based, we’re seeing increasing demand for our varieties globally,” Tony explains.

This growth comes amid complex market dynamics, including increased global apple supply and a softening Chinese market. Looking ahead to 2025, Tony identifies grower confidence as crucial for success. “Our main focus remains supporting existing customers to achieve their ambitions with New Zealand-bred varieties,” he says emphasizing the importance of balancing long-term strategy against short-term cashflow considerations.

A key opportunity for 2025 lies in proposed legislation around genetic technologies in horticulture.

“While conventional breeding techniques will always form the foundation of new variety development, we absolutely need to explore advanced breeding technologies,” Tony notes, seeing gene editing as potentially transformative. For regional economic growth, Martin emphasizes collaboration and innovation.

“Hawke’s Bay is at its best when we work together and constantly innovate. Our challenge is maintaining relevance in global markets as our historical competitive advantages erode.”