Marketing structures for the horticultural industry

Abstract

This research report is one of a series of three publications which address the issue of possible marketing structures for the horticultural sector. Discussion Paper no.97 presents a review of some of the literature applicable to this issue and research report no.173 presents information on the competitive position of New Zealand fresh fruit exports. This research report, no.174, presents information on the possible structure of export organisations and the potential for New Zealand organisations to influence the market situation for New Zealand products. A review of market conditions has been carried out and these conditions have been related to the New Zealand exporting situation. This research report provides a foundation for more in-depth research on a product by product basis in order to identify the types of export structure that have the potential to contribute most to New Zealand's economic development.