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apata<br />
<strong>partners</strong> <strong>for</strong> <strong>growth</strong><br />
annual report 2007 08
Highlights<br />
• Record net profi t (be<strong>for</strong>e rebates and tax) of $2,622,529, an increase of 6% on 2006/07<br />
• Gross dividend of 24.9 cents per share resulting in a dividend yield of 12.2%<br />
• Fully shared suppliers will receive a gross return of 46.66 cents per share including a rebate<br />
of 5 cents per tray, providing an investment yield of 22.8%<br />
• Kiwifruit orchard gate returns: GOLD $4.34, GREEN $3.24, ORGANIC $5.20<br />
• Excellent onshore fruit loss per<strong>for</strong>mance in kiwifruit: GOLD 2.11%, GREEN 4.45%, ORGANIC 0.92%<br />
• Avocado export volumes increase 40% (industry average 10%)<br />
• Industry best OGR <strong>for</strong> avocados<br />
Our Vision<br />
Grow shareholder value by helping<br />
our growers achieve the highest<br />
possible returns.<br />
Our Mission<br />
To offer our growers and marketers a<br />
range of innovative, cost competitive<br />
and value adding services.<br />
Our Goals<br />
1 Help our growers grow lots of high<br />
value fruit<br />
2 Harvest our growers fruit at the<br />
optimum condition with utmost<br />
care and diligence<br />
3 Pack <strong>for</strong> the best value, locking in<br />
quality and minimising waste<br />
4 Support our marketers to achieve<br />
the highest possible returns<br />
<strong>Apata</strong> employees at Turntable Road
Contents<br />
The year in review: Chairman and CEO’s report 2<br />
Financial per<strong>for</strong>mance 4<br />
Investing in people 6<br />
Kiwifruit 8<br />
Avocados 14<br />
<strong>Apata</strong> strategic review; a plan in motion 17<br />
<strong>Apata</strong> Board of Directors 20<br />
<strong>Apata</strong> Executive team 22<br />
Corporate governance statement 24<br />
2007/08 fi nancial statements 25<br />
Security Act Exemption Notice 47<br />
Company details 49<br />
apata (annual report 2007/08)<br />
1
apata (annual report 2007/08)<br />
2<br />
The year in review<br />
While much of the industry turns inwards and<br />
slows, waiting <strong>for</strong> signs of recovery, <strong>Apata</strong> holds<br />
the strong view that its future success is reliant<br />
on <strong>for</strong>ward-planning, investment and innovation.<br />
2007 strategic review<br />
Formulated between April and August 2007, the <strong>Apata</strong><br />
strategic review assessed all aspects of the Company’s functions,<br />
resulting in a clarity of vision and a clear path <strong>for</strong>ward.<br />
Key areas of strategic focus we identifi ed included:<br />
• Improved service delivery<br />
• Material lift in operational effi ciency<br />
• Maintenance of our focus on quality<br />
• ‘Top-end’ volume <strong>growth</strong>
Chairman and CEO’s report<br />
On behalf of the <strong>Apata</strong> Limited Board of Directors, we<br />
are proud to present our 24th Annual Report <strong>for</strong> the year<br />
ended 31 March 2008.<br />
Once again, <strong>Apata</strong> has built on its reputation <strong>for</strong><br />
operational excellence by focusing on delivering powerful<br />
results in inventory management, quality delivery to market<br />
and healthy grower returns. The strong fi nancial results<br />
presented here are especially satisfying when we consider<br />
the signifi cant structural changes the Company has<br />
been undertaking.<br />
Committed to the development and implementation of<br />
our comprehensive strategic review, the Board and senior<br />
management have <strong>for</strong>ged ahead with organisational,<br />
structural and per<strong>for</strong>mance-related initiatives.<br />
People remain the difference in delivering quality<br />
New <strong>Apata</strong> Board Member, Tony Marks<br />
The appointment of <strong>for</strong>mer<br />
ZESPRI CEO Tony Marks to<br />
the <strong>Apata</strong> Board of Directors is<br />
a key investment in the critical<br />
governance and management<br />
skills the Board knows are<br />
vital to drive <strong>Apata</strong>’s planned<br />
positive <strong>growth</strong>.<br />
Tony brings invaluable industry knowledge and<br />
business acumen to the <strong>Apata</strong> Board that is<br />
determined to see through its strategy.<br />
<strong>Apata</strong> CEO Todd Muller and Chairman Dave Goodwin<br />
This <strong>for</strong>ward-thinking is enabling us to focus on the hard<br />
work we need to undertake now to reap future rewards.<br />
We are committed to the success of the kiwifruit and<br />
avocado industries in New Zealand, and fi rmly believe<br />
that our medium and long-term goals will be achieved if<br />
we do not focus on short-term industry negativity.<br />
We are seeing parts of both industries struggling, but<br />
we acknowledge the many innovative growers who are<br />
succeeding regardless.<br />
Constantly looking to drive up yields and quality, and<br />
reduce on-orchard costs, these are the growers who<br />
need to be partnered with a post-harvest company with<br />
future vision.<br />
We are gratifi ed to be real ‘<strong>partners</strong> <strong>for</strong> <strong>growth</strong>’ alongside<br />
growers who are up to the challenge of working smarter to<br />
achieve greater results, and to be given the opportunity<br />
to improve our per<strong>for</strong>mance to support their ambitions.<br />
This level of introspection and focus on our own processes<br />
hasn’t been allowed to distract us from the fact that we live<br />
and work in the food production industry, and the fi nal grower<br />
return will always be in the hands of the end-consumer and<br />
their enjoyment of our growers fruit. This focus overarches<br />
everything else we are working to achieve.<br />
<strong>Apata</strong> trays packed : % of national export crop<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
Avos GOLD GREEN GREEN<br />
Organic<br />
apata (annual report 2007/08)<br />
3
apata (annual report 2007/08)<br />
4<br />
Increased profi tability on increased<br />
overall volume<br />
The Group net profi t (be<strong>for</strong>e rebates) <strong>for</strong> the year in<br />
review was $2,622,529, an increase of 6% over the<br />
previous year.<br />
The tax paid surplus was $1,551,212, an increase of 4%.<br />
This record profi t was the result of strong volume <strong>growth</strong><br />
and gains in productivity. The Turntable Road site<br />
throughput was up 19% on the season prior and Pyes<br />
Pa ran to full capacity <strong>for</strong> the entire kiwifruit season; a<br />
testament to their cohesive and well-managed team.<br />
Group net profit be<strong>for</strong>e tax and rebates<br />
$ millions<br />
Financial per<strong>for</strong>mance<br />
“Record profi ts, strong volume <strong>growth</strong> and productivity gains<br />
all add up to an excellent result <strong>for</strong> <strong>Apata</strong> shareholders.”<br />
Volume increase was also aided by the Turntable Road<br />
‘coolstore 7’ development, which came into service in April<br />
2007. Fully utilised, it supported an increased bin store<br />
programme, effectively extending our packing season<br />
and making more effi cient use of our existing plant.<br />
Increased kiwifruit and avocado volumes refl ect the<br />
strong grower support of the <strong>Apata</strong> business philosophy,<br />
our operational per<strong>for</strong>mance over a sustained period<br />
and our positive view of the future.<br />
Capital expenditure in the year in review focused on<br />
increasing effi ciencies and upgrading facilities within our<br />
existing quality plant.<br />
3.0<br />
2.5<br />
2.0<br />
1.5<br />
1.0<br />
0.5<br />
0<br />
2003/04 2004/05 2005/06 2006/07 2007/08<br />
Rebates Net profit be<strong>for</strong>e tax<br />
Dave Goodwin, Chairman, <strong>Apata</strong> Board of Directors<br />
<strong>Apata</strong> profit distribution (2003 - 2008)<br />
$ millions<br />
3.0<br />
2.5<br />
2.0<br />
1.5<br />
1.0<br />
0.5<br />
0<br />
2003/04 2004/05 2005/06 2006/07 2007/08<br />
Rebates Dividends Retentions Taxation<br />
Each column represents total profit <strong>for</strong> each year. Final dividends<br />
are included in the profit year from which they were allocated.
Throughput at Turntable Rd increased by 19%<br />
Healthy shareholder dividends<br />
During the year in review the Company paid <strong>Apata</strong><br />
shareholders a gross divdend of 24.9 cents per share (fully<br />
imputed 16.7 cents per share), representing a healthy<br />
percentage yield of 12.16%. The share price fi nished the<br />
year at $2.05 and the total value of dividends distributed<br />
was $750,859.<br />
Retention <strong>for</strong> <strong>growth</strong><br />
Strong fi nancial per<strong>for</strong>mance allows us to pay excellent<br />
shareholder dividends and still retain signifi cant tax paid<br />
profi ts <strong>for</strong> Company use during the 2008/09 year.<br />
The net profi t after tax and rebates of $1,551,212 will be<br />
distributed as follows:<br />
– Interim dividend $360,379<br />
– Provision <strong>for</strong> fi nal dividend $444,241<br />
– Retained in Company $746,592<br />
Future capital expenditure is directly tied to our strategic<br />
review process and our continuing investment in<br />
operational capacity and effi ciency.<br />
Share Price<br />
<strong>Apata</strong> investor returns<br />
$2.25<br />
$0.45<br />
$2.00<br />
$0.40<br />
$1.75<br />
$0.35<br />
$1.50<br />
$0.30<br />
$1.25<br />
$0.25<br />
$1.00<br />
$0.20<br />
$0.75<br />
$0.15<br />
$0.50<br />
$0.10<br />
$0.25<br />
$0.05<br />
$0.00<br />
2003/04 2004/05 2005/06 2006/07 2007/08<br />
$0.00<br />
Share Price at 31 March Cash dividends per share<br />
Earnings (profit after tax) per share<br />
Dividends & Earnings<br />
Coolstore 8 and reinvestment in our GOLD processing<br />
capabilities is planned <strong>for</strong> our Turntable Road site, and<br />
the Company is investigating opportunities to extend<br />
their operational scope beyond the Pyes Pa site.<br />
Share transactions<br />
The Company successfully completed the sale of all<br />
treasury stock shares held as at 31 March 2007 (45,167<br />
shares) that were originally acquired as Tranche Two of the<br />
December 2005 non pro-rata share buy back scheme.<br />
The Company then acquired Tranche Three (see Note<br />
15 to the fi nancial statements) and successfully placed<br />
all of those shares prior to 31 March 2008. There was no<br />
treasury stock remaining as at 31 March 2008.<br />
During the past three years, over one million <strong>Apata</strong><br />
Limited shares have been acquired by new shareholders<br />
or existing shareholders increasing their holdings. The<br />
strong demand achieves greater alignment between<br />
suppliers of fruit and shareholders and is a refl ection of<br />
the tremendous confi dence shareholders have in the<br />
future of the Company.<br />
Per-tray rebates<br />
The Board continues to reward all grower shareholders <strong>for</strong><br />
the trays they have supplied. Increased rebates totaling<br />
$288,499 have been distributed in the year in review<br />
(2007: $235,053). On the basis of the interim dividend,<br />
rebate paid and the fi nal dividend recommended, fully<br />
shared <strong>Apata</strong> suppliers will receive a gross return of 46.66<br />
cents (2007: 44.93) per share, a yield of 22.8% (2007:<br />
25.0%) on the current share price of $2.05 (2007:$1.80).<br />
As always, the Board encourages all <strong>Apata</strong> grower<br />
suppliers to maximise their rebates and returns by<br />
maintaining a ‘one share to four trays supplied’ ratio.<br />
<strong>Apata</strong> will continue to allocate shares in lieu of cash<br />
rebates to shareholders needing to increase their<br />
holdings to the recommended ratio.<br />
apata (annual report 2007/08)<br />
5
apata (annual report 2007/08)<br />
6<br />
People have been the critical component of our year<br />
in review.<br />
Restructuring of the Executive team and solutions to<br />
seasonal labour were initiatives vital to the success of the<br />
ongoing strategic review process and the future strength<br />
of the organisation.<br />
The Company invested signifi cantly in key personnel,<br />
fi lling important new appointments and addressing<br />
company structure from the top down.<br />
The Executive consolidated to an effi cient central<br />
team, with the chief executive now leading three<br />
experienced divisional heads. The company identifi ed<br />
technical services, communications, grower payments<br />
Investing in people<br />
<strong>Apata</strong> employs world-leading technical expertise<br />
Dr Nigel Banks (<strong>for</strong>merly of ZESPRI Innovation) is working with<br />
<strong>Apata</strong> to jointly develop a fruit inventory model that investigates the<br />
relationship between fruit attributes and their storage behaviour.<br />
Our aim is to build a model that will predict storability and support<br />
optimsed inventory management <strong>for</strong> <strong>Apata</strong> growers.<br />
and operational supervision as important areas <strong>for</strong><br />
personnel development and have promoted, employed<br />
and restructured to put the right people into these<br />
critical roles.<br />
<strong>Apata</strong> used data and per<strong>for</strong>mance results from the year<br />
in review to construct a comprehensive bonus scheme <strong>for</strong><br />
employees, based on key per<strong>for</strong>mance indicators (KPIs)<br />
specifi c to their roles and site function. The per<strong>for</strong>mance<br />
based scheme was successfully introduced to all sites<br />
at the beginning of the most recent kiwifruit period to<br />
support and reward individual and team per<strong>for</strong>mance.<br />
Mindful of the looming seasonal labour crises, the<br />
Company quickly took hold of the opportunities offered<br />
by the Department of Labour’s Recognised Seasonal<br />
Employment (RSE) scheme.
During 2007/08 <strong>Apata</strong> undertook all the groundwork<br />
necessary to ensure the company complied and was<br />
ready to implement the scheme at the beginning of the<br />
2008 kiwifruit packing season.<br />
Seventy internationally sourced RSE workers began work<br />
at the Turntable Road site in April 2008. The Company is<br />
very pleased with the systems success, and the tangible<br />
results in increased productivity and effi ciencies out of<br />
the packhouses. <strong>Apata</strong> packhouses now host workers<br />
representing more than thirty countries. The cultural<br />
diversity builds the strength of our labour pool, adds<br />
vibrancy to our work environment and offers a clear<br />
refl ection of our increasingly global industry.<br />
apata (annual report 2007/08)<br />
7
apata (annual report 2007/08)<br />
8<br />
2007/08 season:<br />
<strong>Apata</strong> packed 6,335,134 and cooled 7,206,355 trays of<br />
Class 1 kiwifruit across four payment pools during the<br />
year in review, 27% more than the season be<strong>for</strong>e. 835,929<br />
tray equivalents of non standard supply (NSS) fruit was<br />
processed across 12 categories, an increase of 22%.<br />
<strong>Apata</strong>’s organic fl agship, the Pyes Pa site, fl ew through<br />
their biggest ever season, showcasing the ever-increasing<br />
strength of this niche market. The Turntable Road site<br />
per<strong>for</strong>med well, despite dealing with a tough inventory,<br />
and Whangarei site returned solid kiwifruit results and a<br />
smooth operational report.<br />
Kiwifruit<br />
“High reject rates in the 2007 season resulted in many <strong>Apata</strong><br />
growers recognising the value of cleaner fruit. A focus on quality,<br />
coupled with hard work by growers and support from the <strong>Apata</strong> Grower<br />
Services team, has resulted in a considerably cleaner crop in 2008.”<br />
Higher than expected reject rates proved a challenge to<br />
overall operating effi ciency, but <strong>Apata</strong> delivered another<br />
solid onshore inventory management per<strong>for</strong>mance,<br />
building on our consistent record <strong>for</strong> excellence against<br />
all industry measurements.<br />
Marilyn Haywood, Global Inventory Manager<br />
<strong>Apata</strong> supply group : Class 1 kiwifruit trays packed<br />
Millions<br />
9<br />
8<br />
7<br />
6<br />
5<br />
4<br />
3<br />
2<br />
1<br />
0<br />
2003/04 2004/05 2005/06 2006/07 2007/08<br />
GREEN Organic GOLD<br />
The <strong>Apata</strong> supply group comprises <strong>Apata</strong> (the Group) and four<br />
affiliate post-harvest service providers.
GOLD kiwifuit fruit loss<br />
18%<br />
13%<br />
8%<br />
3%<br />
0%<br />
GREEN kiwifruit fruit loss<br />
12%<br />
10%<br />
8%<br />
6%<br />
4%<br />
2%<br />
0%<br />
The Grower Services team’s hard work throughout<br />
the year is rewarded by strong results at harvest time<br />
Fruit loss statistics were excellent in GOLD and<br />
exceptional in ORGANIC.<br />
Although well clear of the industry average, GREEN<br />
losses were higher than we have historically expected<br />
and <strong>Apata</strong> has used this as the impetus to invest and<br />
build tangible improvements into our long-term fruit<br />
storage systems and technical expertise.<br />
2004/05 2005/06 2006/07 2007/08<br />
Average of all other suppliers <strong>Apata</strong> Limited<br />
2004/05 2005/06 2006/07 2007/08<br />
Average of all other suppliers <strong>Apata</strong> Limited<br />
The lower the fruit loss, the higher the return to growers through<br />
exported fruit value and coolstore incentives.<br />
GREEN Organic kiwifruit fruit loss<br />
12%<br />
10%<br />
8%<br />
6%<br />
4%<br />
2%<br />
0%<br />
2004/05 2005/06 2006/07 2007/08<br />
Average of all other suppliers <strong>Apata</strong> Limited<br />
Our fruit loss was again less than that incurred elsewhere in<br />
the industry.<br />
apata (annual report 2007/08)<br />
9
apata (annual report 2007/08)<br />
10<br />
DIFOTIS results refl ected our consistently solid per<strong>for</strong>mance,<br />
but our desire to achieve supply excellence resulted in<br />
the <strong>for</strong>mation of Southlink Supply Limited, a joint venture<br />
between <strong>Apata</strong>, EastPack and Aerocool, which was <strong>for</strong>med<br />
to corrall 30% of the industry supply and ensure the market<br />
was always delivered what they requested.<br />
The 2008/09 season is the inaugural season <strong>for</strong> the new<br />
Southlink Supply Limited.<br />
GREEN % DIFOTIS<br />
(Deliveries in full, on time and in specification)<br />
Rank = 5 out of 10 based on in spec<br />
% DIFOTIS<br />
160%<br />
120%<br />
80%<br />
40%<br />
0%<br />
95% 101%<br />
101%<br />
90% 94% 95%<br />
<strong>Apata</strong> Lowest Average Highest<br />
% In spec % Quantity<br />
GREEN Organic % DIFOTIS<br />
(Deliveries in full, on time and in specification)<br />
97% 105%<br />
Rank = 2 out of 8 based on in spec<br />
260%<br />
240%<br />
200%<br />
160%<br />
120%<br />
80%<br />
40%<br />
94%<br />
0%<br />
Current Period Lowest Average Highest<br />
104%<br />
67% 69%<br />
101%<br />
87%<br />
100%<br />
% DIFOTIS<br />
% In spec % Quantity<br />
GOLD % DIFOTIS<br />
(Deliveries in full, on time and in specification)<br />
250%<br />
Rank = 5 out of 9 based on in spec<br />
200%<br />
160%<br />
120%<br />
80%<br />
40%<br />
74%<br />
0%<br />
% In spec % Quantity<br />
88%<br />
69%<br />
52%<br />
82% 99% 100%<br />
200%<br />
<strong>Apata</strong> Lowest Average Highest<br />
% DIFOTIS<br />
Strong grower relationships are built on-orchard and in the fi eld
Fruit coring, just one phase of the successful packing and storing of quality kiwifruit<br />
While orchard gate returns were very pleasing per tray,<br />
they were only average per hectare, indicating yields<br />
are not where they should be <strong>for</strong> some of our growers.<br />
Increasing ‘yield per hectare’ is a priority <strong>for</strong> <strong>Apata</strong><br />
grower services and technical teams.<br />
Orchard gate return: per tray submitted<br />
$ OGR per tray<br />
8<br />
7<br />
6<br />
5<br />
4<br />
3<br />
2<br />
1<br />
0<br />
2005/06<br />
2006/07<br />
<strong>Apata</strong><br />
Industry<br />
2007/08<br />
2005/06<br />
2006/07<br />
2007/08<br />
2005/06<br />
2006/07<br />
2007/08<br />
GREEN GREEN Organic GOLD<br />
Orchard gate return: per hectare<br />
$,000 OGR per hectare<br />
50<br />
40<br />
30<br />
20<br />
10<br />
0<br />
2005/06<br />
<strong>Apata</strong><br />
Industry<br />
2006/07<br />
2007/08<br />
2005/06<br />
2006/07<br />
2007/08<br />
2005/06<br />
2006/07<br />
2007/08<br />
GREEN GREEN Organic GOLD<br />
<strong>Apata</strong> believes that supporting growers to continually<br />
lower their reject rates and increase their yields pays<br />
dividends in the packhouse, through increased OGR and<br />
shareholder returns.<br />
Y Fruit as % of total submit<br />
<strong>Apata</strong> compared to average of all other suppliers<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
2006/07 2007/08 2008/09 2006/07 2007/08 2008/09<br />
<strong>Apata</strong> Limited Industry GREEN Industry GOLD<br />
apata (annual report 2007/08)<br />
11
apata (annual report 2007/08)<br />
12<br />
High taste profiles again demonstrated <strong>Apata</strong> growers’<br />
commitment to delivering quality fruit to end markets.<br />
<strong>Apata</strong> believes that commercial quality-based incentives<br />
are imperative if New Zealand kiwifruit is to remain the<br />
premium consumer choice.<br />
Onshore politics and pragmatism can not be used as a<br />
front <strong>for</strong> rewarding the average at the expense of the<br />
excellent grower, and <strong>Apata</strong> urges ZESPRI to continue<br />
their focus on quality, regardless of influence from industry<br />
power brokers with differing per<strong>for</strong>mance priorities and<br />
commercial agendas.<br />
2008/09 Season – Crop cleanliness and productivity jumps<br />
<strong>Apata</strong> finished harvesting 2008/09 kiwifruit in ISO Week<br />
24, one week earlier than last year.<br />
The Company has submitted over seven million tray<br />
equivalents from 81,000 harvested bins, a 10% lift in<br />
volume partly driven by <strong>Apata</strong>’s new grower contract,<br />
introduced in February 2008. Simple, transparent and<br />
cost effective, it has been well received by growers.<br />
The season’s low reject rates are a tribute to the hard<br />
work done on orchard by <strong>Apata</strong> growers. At only 12% <strong>for</strong><br />
GREEN and 16% <strong>for</strong> GOLD, the overall crop quality has<br />
shown a considerable improvement.<br />
<strong>Apata</strong> has again effectively managed the constrained<br />
industry packing window resulting from product and<br />
market supply caps. The successful initiation of a new<br />
Turntable Road-based harvest operations centre and a<br />
dedicated harvest co-ordinator has provided an excellent<br />
model <strong>for</strong> seasons to come.<br />
New Zealand fruit was early into all key markets and<br />
reports on the eating quality of ZESPRI TM<br />
GREEN and<br />
GOLD Kiwifruit from customers and consumers has been<br />
very good. The ZESPRI <strong>for</strong>ecast of increased grower<br />
returns of between $0.45 and $0.95 per tray, including<br />
an improving <strong>for</strong>eign exchange situation, point to a<br />
turnaround season <strong>for</strong> those industry stakeholders who<br />
are focused on quality delivery.
Focus on the future<br />
<strong>Apata</strong> is confi dent we have the right strategies and<br />
structure to capitalise on the opportunities the kiwifruit<br />
industry will offer in the coming years.<br />
At a time when many post-harvest operators are<br />
rationalising or downsizing, <strong>Apata</strong> has its sights fi rmly<br />
trained on delivery <strong>for</strong> the burgeoning end markets and<br />
meeting consumer demands in the future.<br />
Our view of the onshore industry includes the continued<br />
<strong>growth</strong> of GOLD and the plateauing of GREEN, pending<br />
the release of new cultivars from the world-leading ZESPRI<br />
/ HortResearch natural kiwifruit breeding programme.<br />
Per<strong>for</strong>mance-based incentives and dedicated management teams are lifting per<strong>for</strong>mance in every packhouse<br />
Organics will continue to fl ourish, becoming a viable,<br />
sustainable niche and a sensible dual solution to meet the<br />
needs of both commercial growers and consumer choice.<br />
Long-term success <strong>for</strong> post-harvest operators and <strong>for</strong><br />
growers will be doing what we already do, but doing it<br />
increasingly smarter, more effi ciently and with our eyes<br />
fi rmly on the end result; exceptional fruit being enjoyed<br />
by world-wide customers willing to pay a premium.<br />
“Asian consumers value quality and service and are<br />
prepared to pay <strong>for</strong> it. I commend <strong>Apata</strong> growers<br />
<strong>for</strong> consistently growing a high taste product –<br />
keep it up! I can assure you that taste is a key driver<br />
<strong>for</strong> the tremendous results the Asian markets have<br />
been returning to New Zealand growers over the<br />
last few years.”<br />
Yu-Jan Chen, ZESPRI GM Asia<br />
apata (annual report 2007/08)<br />
13
apata (annual report 2007/08)<br />
14<br />
<strong>Apata</strong> harvested and packed 1,290,970 trays of<br />
avocados during the six-month avocado export season,<br />
representing 25% of the overall market, an increase<br />
in market share of 4% over the previous fi nancial year.<br />
650,000 trays of avocados were exported to Australia,<br />
the United States and Asia, with the balance marketed<br />
locally through a disciplined supply chain.<br />
<strong>Apata</strong>’s exclusive relationship with its marketing partner<br />
Primor stands as the industry’s most unifi ed model,<br />
enabling smooth supply chain integration and swift,<br />
knowledgeable decision-making. Avocado export <strong>growth</strong><br />
has been exceptional and <strong>Apata</strong> fruit has per<strong>for</strong>med<br />
well in all markets. <strong>Apata</strong> was able to deliver the fruit<br />
where and when Primor required it, exceeding offshore<br />
customer expectations.<br />
Avocados<br />
“There are an abundance of avocado customers world-wide, but we’re<br />
choosing to build strong relationships with the best of them; those who<br />
reward excellent quality, clear communication and commitment.”<br />
John Carroll, General Manager, Primor<br />
Change<br />
<strong>Apata</strong> avocado grower returns<br />
IMAGES<br />
$<br />
20<br />
18<br />
16<br />
14<br />
12<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
2005/06 2006/07 2007/08<br />
Average OGR/tray - export Average OGR/tray - domestic<br />
Returns are generally higher in a low volume year and lower in a<br />
high volume year.<br />
Avocado production in New Zealand grew from two<br />
million tray equivalents in 2006/07 to very close to fi ve<br />
million in 2007/08.<br />
The huge crop presented considerable logistics and<br />
operational challenges across the industry.<br />
Harvesting <strong>for</strong> the domestic market will not end until the<br />
new season starts in July 2008. This, and a huge export<br />
season, put considerable pressure on <strong>Apata</strong> people and<br />
systems to remain consistent and focused throughout.<br />
<strong>Apata</strong> has responded with a completely new business<br />
plan and a clear focus on the additional resources and<br />
better processes required to manage 2008 and beyond.
<strong>Apata</strong> has grown to be New Zealand’s largest avocado packer<br />
Supported by the strong <strong>Apata</strong> Growers’ Committee,<br />
the Company introduced a new and simpler service<br />
offering and achieved its goal of having all 256 exporting<br />
growers committed to supplying <strong>Apata</strong> by 1 July; a<br />
critical strategy <strong>for</strong> early season planning.<br />
<strong>Apata</strong>’s pre-season focus on crop estimation yielded<br />
exceptionally accurate results and <strong>for</strong>med the basis on a<br />
robust fl ow plan. The fi nal export estimate, <strong>for</strong>warded to<br />
Primor in September, was within 1% of the actual.<br />
The decision to harvest and pack through the Christmas<br />
and New Year period, when other packhouses were<br />
closed, reaped tangible rewards on the local market in<br />
an otherwise diffi cult year <strong>for</strong> Class 2 fruit and maintained<br />
export fruit volumes at a critical time.<br />
Total NZ avocado crop & <strong>Apata</strong> market share<br />
2004/05 to 2007/08<br />
Millions of trays<br />
6<br />
30%<br />
5<br />
25%<br />
4<br />
20%<br />
3<br />
15%<br />
2<br />
10%<br />
1<br />
5%<br />
0<br />
0%<br />
2004/05 2005/06 2006/07 2007/08<br />
Total avocado crop <strong>Apata</strong> market share<br />
The industry-wide negative impacts of poor mid-season<br />
domestic prices and lower than expected export packouts<br />
were balanced <strong>for</strong> <strong>Apata</strong> growers by industry-best<br />
orchard gate returns and the most competitive pack<br />
price in the industry.<br />
The pleasing OGR is the result of a united commitment<br />
to the Primor export fl ow plan, coupled with multitudes<br />
of small, good decisions made throughout the nine<br />
month long export season.<br />
apata (annual report 2007/08)<br />
15
apata (annual report 2007/08)<br />
16<br />
For the future<br />
Committed to the future of this rapidly maturing industry,<br />
<strong>Apata</strong> is aware that the biennial nature of avocados,<br />
and the subsequent wildly fl uctuating crops, presents a<br />
signifi cant challenge to all industry stakeholders.<br />
Combining what we learned from the monumental<br />
2007/08 season with the overall company strategic<br />
review, <strong>Apata</strong> has built a clear avocado business plan <strong>for</strong><br />
the coming season and beyond.<br />
Robust cost and service modeling, dedicated teams and<br />
facilities and a focus on clear lines of communications are<br />
keys to the coming season.<br />
We will continue to partner with the best specialists the<br />
industry offers, to ensure professional and responsive<br />
services are delivered and to build our ultimate goal of<br />
better returns <strong>for</strong> all.<br />
The powerful “Grower – <strong>Apata</strong> – Primor” relationship<br />
has stood the test of time, but we are never complacent<br />
and our focus is now fully trained on the season to come.<br />
<strong>Apata</strong> and Primor will continue to search <strong>for</strong> new market<br />
opportunities over and above our current supply levels.<br />
As a <strong>partners</strong>hip we are completely focused on providing<br />
a stable plat<strong>for</strong>m of services that growers can depend<br />
on, regardless of the volume of crop in any given year.<br />
<strong>Apata</strong> is looking <strong>for</strong>ward to working with committed<br />
avocado growers and our proven in-market <strong>partners</strong> to<br />
drive consumption and value to deliver maximum return.<br />
“The importance of the interests of growers in the<br />
<strong>Apata</strong> / Primor <strong>partners</strong>hip is demonstrated at our<br />
<strong>Apata</strong> Avocado Growers’ Committee meetings; a<br />
powerful <strong>for</strong>um <strong>for</strong> frank discussion between all<br />
parties. This openness is critical during the more<br />
challenging times in our industry.”<br />
Rodger Bagshaw,<br />
Chairman of the <strong>Apata</strong> Avocado Growers’ Committee<br />
Avocado harvesting needs skilled operators and specialist equipment