NZ Lunchtime: Where Does Our Food Go? – Apples, Avocados & Seafood Exports Revealed

Five years after Who’s Eating NZ, this series revisits where our food goes – but this time through the lens of Kiwi breakfast, lunch and dinner staples. We track how much of what we produce is eaten here, and who has a seat at our global table during meal times. Today, it’s lunch time.

Prime Minister Christopher Luxon recently suggested to parents unhappy with school lunches that they “make a Marmite sandwich and put an apple in a bag.” This seemingly offhand remark highlights a larger reality: a significant portion of the food New Zealand produces isn’t consumed domestically, but rather shipped overseas. This article examines the export destinations and economic impact of three lunchtime staples – apples, avocados, and seafood – revealing how much of our bounty ends up feeding the world, and at what cost.

Apples: A Global Export

New Zealand grows a substantial number of apples, with approximately nine out of ten being sold internationally, either fresh or processed. This isn’t accidental; the industry has actively pursued export growth through the development and marketing of new varieties like Jazz, Envy, and Rockit, alongside established favorites like Royal Gala, and Braeburn.

The industry aimed to reach $1 billion in exports by 2022, a goal initially missed but surpassed in 2025 with exports totaling $1.26 billion. China is now the largest buyer of New Zealand apples, followed by Taiwan, Vietnam, and India.

While export success is positive, it also presents challenges. Horticulture company T&G, for example, has been involved in legal battles in China to combat the cultivation of illegally grown copies of its Envy variety, demonstrating the necessitate to protect intellectual property in key markets.

Avocados: Shifting Markets and Rising Competition

The avocado, a fruit often associated with modern lifestyles, also features prominently in New Zealand’s export profile. Approximately 50 percent of the avocado crop grown in New Zealand remains within the country, while the remainder is exported. Australia historically was the primary destination, accounting for 90 percent of exports in 2020, but its share has decreased to around a third in 2025. Exports are also sent to South Korea, Thailand, Taiwan, and Hong Kong.

Export earnings have declined from a high of $177 million in 2020 to $102 million in 2025, due to increased competition from other global producers, such as Peru, which experienced a particularly large harvest in 2025. New Zealand Avocado CEO Brad Siebert noted that while global demand is increasing, the pace is uneven, contributing to price volatility.

Seafood: A Complex Picture

Tracking the destination of New Zealand’s commercially caught seafood is surprisingly difficult. Seafood NZ reports there has been no need to collect domestic consumption data, leaving a significant gap in understanding how much of our catch ends up on local plates versus being exported.

Estimates vary, with previous figures suggesting between 63 and 90 percent of the catch is exported. Sanford’s 2025 annual report indicates that approximately 82 percent of its sales value comes from exports.

The primary export markets have shifted over time. While Japan, Australia, and the United States were key buyers in the 1990s, China emerged as the top buyer by 2011, peaking at $709 million in 2022 before falling to $594 million in 2025. Total seafood exports earned $2 billion in both 2024 and 2025, with live rock lobster being the largest single earner at $290 million in sales to China.

However, the high demand for rock lobster is putting pressure on populations, leading to a planned ban on commercial and recreational fishing off Northland’s east coast starting in April 2026, in an effort to allow the species to recover.

Water: A Smaller, But Notable Export

While often debated, exported New Zealand water represents a relatively small proportion of overall water usage. Information from 2018 suggests only 17 percent of water is exported. China was the largest buyer until 2022, when the United States took the lead. Interestingly, New Zealand also imports water, with over 3 million liters imported in 2025, including significant amounts from Italy and Fiji.

Bottling companies pay resource consent fees, but do not pay for the water itself, a point of contention as they sometimes pay less than residential ratepayers.

Stay tuned for Friday’s story, where we capture a look at who we’re sharing our dinner with and dive into beef, sheep, onion and wine exports.

Where the data came from

Apples: New Zealand Apple and Pears and StatsNZ trade data items with a harmonised system description containing “Fruit, edible; apples”.

Avocados: New Zealand Avocado and StatsNZ trade data items with a harmonised system description containing “Fruit, edible; avocados, fresh”.

Seafood: Various sources and StatsNZ trade data for items with a harmonised system code between 301910000 to 308909000.

Water: Ministry for the Environment and StatsNZ trade data items with the following harmonised system descriptions: “Waters; mineral and aerated, including natural or artificial, (not containing added sugar or other sweetening matter nor flavoured), other than in metal containers”, Waters; other than mineral and aerated, (not containing added sugar or other sweetening matter nor flavoured), ice and snow, other than in metal containers” , “Waters; mineral and aerated, including natural or artificial, (not containing added sugar or other sweetening matter nor flavoured), in metal containers”, “Waters; other than mineral and aerated, (not containing added sugar or other sweetening matter nor flavoured), ice and snow, in metal aerosol containers, not containing chlorofluorocarbons” , “Waters; other than mineral and aerated, (not containing added sugar or other sweetening matter nor flavoured), ice and snow, in metal containers, not aerosol”

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