In New Zeland there are six sheep for every person, so exports are the primary market for New Zealand apples. With only 4.5 million people in the country, there are few domestic opportunities for the fruit produced. New Zealand exports about 41% of its apples to Asia; growers say that this market continues to offer opportunities for new and different varieties.
Growers say that longer shipping times influence production decisions. In the export market, three things are critical: high colour, high Brix, and high pressure. Asia is a growing export market for New Zealand apples, especially for the larger sizes since large fruit can viewed as a delicacy in these countries.