New Zealand’s bid was led by Tauranga-based NZ Avocado, which represents 1350 New Zealand growers, with support from Tourism New Zealand, New Zealand Trade and Enterprise (NZTE), the Ministry of Foreign Affairs and Trade, and the New Zealand Embassy in Colombia.
New Zealand, which contributes 2 per cent of global avocado production and is the world's ninth largest avocado exporter, was up against Mexico, the largest avocado exporter in the world, and Kenya, the sixth largest exporter of avocados globally, in the competitive bid.
NZ Avocado chief executive Jen Scoular said New Zealand’s team approach was integral to its win. This included six months of lobbying activity with key representatives of the international avocado industry, a VIP event for influential delegates hosted by the New Zealand Ambassador to Colombia, and a video message from Prime Minister Jacinda Ardern inviting voters to come and experience New Zealand first-hand.
Tourism New Zealand’s Conference Assistance Programme provided support and marketing resources communicating New Zealand’s proposition. These included its strong avocado and horticulture community, unique cultural experiences, and tiaki - sustainability - promise.
“Winning the rights to host the 2023 World Avocado Congress would not have been possible without the excellent support of Tourism New Zealand and NZTE,” Scoular says.
"Our amazing unspoiled landscapes, a reputation for openness, fairness and equality, and a commitment to care for its land and people, provides an ideal environment for the global avocado industry to share its values with consumers and media around the world.”