Apr 28 2009
The Kiwifruit industry
Kiwifruit has been one of New Zealand’s niche exports for over the past forty years. New Zealand producers nearly 30% of the international traded kiwifruit. Kiwifruit is purchased by one large monopsony and then on sold to the international market by the large dominant buyer. During this period of time the value of kiwi exports has risen and fallen. Lately due to technological developments the fruit has undergone a process of product differentiation through cross-pollination of existing species and intensive marketing. Zespri a New Zealand company is attempting to extert dominance in the market to maximize profits.
Kiwifruit was originally known by its Chinese name, yáng táo (Sunny Peach) but was marketed as Kiwifruit in the 1950’s by the New Zealand export industry. This was to fit with the needs of the North American market. The name Kiwifruit was however never trade marked and thus other producers from Chile, Europe and China cashed in on the marketing and New Zealand producers lost their unique advantage and potential monopoly advantage.


In 1996 the New Zealand Kiwifruit industry undertook a new marketing venture to rebrand the humble kiwifruit as Zespri, a term that captured the zesty nature and vitality of the furry fruit. Overtime the New Zealand product again became noticeable in supermarkets in Europe and Asia and thus differentiated from the competition through branding. In 1987 the first yellow kiwifruit was developed by New Zealand horticulturists and last week the first red hulled fruit was developed for the export market. The NZ Herald reports here that
A variety of red-centred kiwifruit, called Hongyang, already exists but it doesn’t travel or store well so researchers are working on developing a more commercially useful version that can feed the huge export market.
The new red fruit is slightly smaller than the traditional green kiwifruit and has a sweet taste that resembles a tamarillo. Around the core is a deep red colour, which changes to yellow- green nearer the green skin.
Zespri has the largest kiwifruit species breeding programme in the world, keeping up to 50,000 seedlings in trial.
“We are trying to deliver the next generation of kiwifruit for the market to grow and increase the brand around the world,” said Rosstan Mazey, green produce category manager for Zespri.”
Globally the market for kiwi exporters potentially fits the assumptions of several market structures. The international market appears to fit the characteristics of an oligopoly. The barriers to produce and knowledge to export kiwifruit are significant. Nations or export focused companies such as Zespri are attempting to differentiate their products using new cross-pollination techniques to thus develop different varieties and to clearly distinguish their products from other exporters. The qualities of each variety may be very similar but customers will be willing to pay a little more for the uniqueness of the product. The costs of production for the different species of kiwifruit will likely be very similar in the long run thus firms can expect significantly higher profits.
These are some characteristics of market structures which can help us understand the Kiwifruit market.
Numbers: Although there are many producers in the international market for Kiwifruit it appears that a few firms or countries have a high concentration of the total global market share, Italy, New Zealand and Chile. The theory also suggests that each firm in an oligopolistic structure is interdependent on each other. You could argue that instead kiwifruit producers are independent and there is a high degree of competition and not collusion.
Ease of entry: There does exist some barriers to entry in the market due the high costs of setting up a fruit growing industry and then developing the channels to successfully export the product. But these barriers are also discouraging firms from exiting the industry. Farmers and the industry have large sunk costs, which would be hard to recover if they were forced to enter the market. A kiwifruit vine is a clear example of a sunk cost and is research and development. We could therefore assume that the industry is oligopolistic.
Product: Each firm or country in the Kiwifruit industry attempts to produce a branded product. There are becoming distinct differences in the products on offer as illustrated by the development of new species of yellow and red centered kiwifruit in New Zealand. Many economists believe that the main form of competition in oligopoly is non-price competition, and advertising in particular, to highlight the differences in the products. These differences such as country of origin increase the perceived value of the product.
This analysis perhaps explains how technological developments in cross-pollination are leading to a change in the global market structure for Kiwifruit as firms are able to produce significantly different products leading to technological barriers to entry and less contestability. Thus shifting the description of the market from monopolistic competition, which it may be been in the 1960’s to towards a perhaps oligopoly structure without the collusion, but with high barriers to entry and with greater competition.
For more reading on contestable markets, oligopolies and monopolistic competition the UK site here S-Cool – Economics is a great start.
Discussion Questions:
- Find examples from your local area of oligopolies, monopolistic and contestable markets?
- What do the MR / AR curves look like for an oligopoly and monopolistic structure?
- Compare and contrast the difference between an oligopoly and monopolistic competition?
- How is a monopoly different from a monospony?
- Find other examples of how technological change is altering a market structure. Does Apple have monopoly power in the portable music industry?
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