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The strategy of the New Zealand Kiwifruit Marketing Board


This case study describes the evolution of the Kiwifruit industry in relation to international markets, the production process and the creation of the New Zealand Kiwifruit Marketing Board (NZKMB). The NZKMB was established to maximise returns to kiwifruit growers by establishing standards around fruit quality, handling and storage as well as international marketing. There is also discussion around particular markets, such as Japan, and the New Zealand governments involvement in terms of regulations that helped form the NZKMB.


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Case Description
CategoryCase study
Number of Pages19
CompanyNew Zealand Kiwifruit Marketing Board (NZKMB); Integrated Kiwifruit Services Limited (IKS); Kiwifruit Export Promotion Committee (KEPC); New Zealand Kiwifruit Authority (NZKA); Coopers and Lybrand Limited; Kiwifruit Marketing New Zealand Limited; New Zealand Fruit Growers Association; Turners and Growers Limited
Setting - CountryNew Zealand
Setting - CityWellington
IndustryAgriculture; Food and veverage; Retailing / wholesale / distribution

SourceBOOK: Fast forward : New Zealand business in world markets. Enderwick, Peter, Akoorie, Michele. (1996-01-01). Auckland, NZ. Pages: 257 - 276