Five years after “Who’s Eating NZ,” this series takes a fresh look at the journey of Recent Zealand’s food, focusing on the staples of Kiwi breakfast, lunch, and dinner. The aim is to understand how much of what is produced domestically is consumed locally and who benefits from our global food exports. Today, we delve into lunch, spotlighting apples, avocados, and seafood.
Prime Minister Christopher Luxon recently stirred conversation by suggesting parents dissatisfied with school lunches should “make a Marmite sandwich and put an apple in a bag.” This comment underscores New Zealand’s remarkable apple production, where nearly 90% of apples grown are exported, either fresh or processed. The growth of this industry is no coincidence, as there has been a focused effort to develop and market new apple varieties, including Jazz, Envy, and Rockit, alongside traditional favorites like Royal Gala and Braeburn.
Back in 2012, the apple industry set an ambitious goal of reaching $1 billion in export value by 2022, starting from $340 million at that time. Although this target was not met by the deadline, it was surpassed in 2025, achieving an impressive $1.26 billion in exports. However, this success is not without its challenges. Horticulture company T&G recently won a court order in China, mandating the destruction of illegally grown knock-offs of its Envy apples. In 2025, China emerged as the largest buyer of New Zealand apples, followed by Taiwan, Vietnam, and India.
The pricing of apples fluctuates throughout the year, with the highest prices typically occurring in January. For example, in 2007, the cost of 1 kg of apples was $3.89, while by January 2025, it had risen to $6.15.
The Controversy Surrounding Avocados
Avocados, another staple, have become a point of contention. Blamed for contributing to a generation of renters, the fruit’s slippery pit has also led to numerous injuries dubbed ‘avocado hand.’ New Zealand plays a significant role in the global avocado supply, cultivating over 4,700 hectares primarily in the Far North and Bay of Plenty.
In 2025, around 50% of the avocados grown in New Zealand were consumed domestically, while the remainder was exported. Australia remains the largest buyer, importing about a third of New Zealand’s avocado exports, a dramatic decline from 90% in 2020. Other significant markets include South Korea, Thailand, Taiwan, and Hong Kong. Export earnings have dropped from a peak of $177 million in 2020 to $102 million, mainly due to increased competition from global producers like Peru.
Brad Siebert, CEO of New Zealand Avocado, noted that countries including Mexico, Peru, Colombia, and South Africa are stepping up their production, resulting in volatile pricing. While global demand for avocados is increasing, it remains slow and inconsistent. In New Zealand, avocado prices tend to peak in May, with the highest recorded price per kg reaching $28.67 in May 2019.
Seafood: The Invisible Lunchbox Staple
Seafood is another critical component of New Zealand’s culinary landscape, yet quantifying how much of it ends up in domestic lunchboxes versus what gets exported is challenging. The industry body Seafood NZ has stated that there has been no requirement to collect domestic consumption data, a stance that has remained unchanged since a previous analysis in 2020.
Estimates suggest that approximately 450,000 tonnes of seafood are caught annually, with around 276,901 tonnes exported, translating to about 63% being shipped overseas. However, comparing caught weight to exported weight is not straightforward, as seafood is processed before export. According to Sanford’s 2025 annual report, approximately 82% of its revenue comes from exports.
The dynamics of seafood exports have shifted significantly over the years. In the 1990s, Japan, Australia, and the United States were the primary buyers. However, by 2011, China had taken the lead, with spending peaking in 2022 at $709 million, before falling to $594 million by 2025. Seafood exports accounted for $2 billion in earnings in both 2024 and 2025, with live rock lobster being the top earner, fetching $290 million from China alone.
While rock lobster may not be a common lunch item, it has been New Zealand seafood’s leading export since 2017, with around 2,500 tonnes exported annually, generating between $266 million and $392 million. The high demand has raised concerns about the sustainability of crayfish populations, leading to a ban on both commercial and recreational fishing for rock lobsters off Northland’s east coast starting in April 2026.
Water: A Valuable Resource
Despite ongoing debates about beverage companies bottling New Zealand’s water, exports account for a small fraction of local consumption. An exact figure for local sales is elusive, but data from 2018 suggests only 17% of bottled water is exported. Bottling companies pay resource consent fees but do not incur costs for the water itself, often making it more affordable for them than for residential consumers.
In 2020, China was the leading buyer of New Zealand bottled water, but since 2022, the United States has taken over that position. Interestingly, despite the availability of local water, Kiwis are still purchasing imported water, with over 3 million litres brought in from countries like Italy and Fiji in 2025.
As we continue to explore New Zealand’s agricultural contributions, stay tuned for our next piece, where we’ll examine the dynamics of beef, sheep, onion, and wine exports.
the journey of New Zealand’s food from farm to table reveals both the challenges and opportunities that approach with global trade. The success of our apple, avocado, and seafood industries highlights the critical role New Zealand plays in the international market. As demand fluctuates and competition increases, it will be essential to sustain these industries while ensuring local consumption needs are met. Your thoughts and comments are welcome as we delve deeper into these issues.
