PVR Act amendments set to strengthen kiwifruit export value

Media Statement

15 May 2026

Zespri welcomes the Government’s proposal to make targeted amendments to the Plant Variety Rights (PVR) Act 2022.

Zespri CEO Jason Te Brake says the changes will deliver real benefits for New Zealand by protecting growers, backing innovation, growing exports and supporting regional jobs and communities

“Innovation is critical to protecting and growing value for New Zealand. In 2024/25, kiwifruit returned more than $3 billion directly to growers and their communities and supported tens of thousands of regional jobs.

“Around 75 percent of kiwifruit export sales comes from Zespri’s PVR-protected varieties - sold under the Zespri SunGold and Zespri RubyRed trademarks - highlighting the importance of a strong and effective IP framework.

“Through the Kiwifruit Breeding Centre, in partnership with the Bioeconomy Science Institute, we have invested for decades in developing high‑value new varieties to grow market demand and help growers respond to rising costs and climate change. These varieties - alongside continued investment in our brand, supply chain and building demand - are delivering significant value back to New Zealand.

“Stronger plant variety rights would help the industry invest with confidence, protect value, and bring more high-value varieties to market. They would also support our goal of growing sales revenue by two to three times by 2035 and support returns for shareholders.

“It will also give growers more confidence to invest in higher-returning new varieties and the long-term future of their orchards, while giving confidence and encouraging investment from businesses that support the industry.

“These amendments better align New Zealand with international settings, helping protect existing value, unlock future export growth, and keep New Zealand competitive in high-value horticulture.

“It is encouraging to see broad support for these changes from the kiwifruit industry, the wider horticulture sector and other stakeholders, including in the Bay of Plenty where 80 percent of New Zealand’s kiwifruit is grown.

“We acknowledge the Government’s engagement with the industry on these amendments and thank Minister of Commerce and Consumer Affairs Cameron Brewer for his efforts, and acknowledge the work of his predecessor Scott Simpson, as well as the support this has received from other parties. We look forward to supporting the next steps as they progress through Parliament’s full legislative process,” says Mr Te Brake.  

Note to editors:
Information on the Government’s proposed updates to the Plant Variety Rights Act can be found here.