Published on 19 Aug 2025

Leveraging Collaborative Value in Exports: Review of Horticulture Export Framework

Projects
15 JASON 1x1 PORTRAIT 1
Jason Carpenter Director Business Development (NZ) Contact me
22 NICK 1x1 PORTRAIT 1
Nick Leffler Organisational Design + Change Lead Contact me

New Zealand's niche horticultural producers face significant market barriers of limited scale, inconsistent quality, and complex regulations that threaten their international competitiveness. The Horticulture Export Authority (HEA) framework helped transform these challenges into opportunities, helping small growers increase their export earnings by 12%. 

Allen + Clarke evaluated the framework's effectiveness using:

 

  • Stochastic frontier analysis to compare export performance of HEA members and non-members. 

  • Stakeholder interviews with current and former HEA members and industry bodies. 

  • Comparative review of alternative export quality management systems. 
The research revealed HEA members were typically smaller than non-members, yet their export performance exceeded expectations.

A Model for Balancing Standards and Flexibility

The HEA framework demonstrated how sector-specific regulations can created meaningful economic impact when they balance flexibility with enforceable standards. By enabling producers to collectively set and maintain quality requirements, the framework helped New Zealand's niche horticultural products compete effectively despite their small scale. 

The research revealed HEA members were typically smaller than non-members (averaging exports of 13,600 tonnes compared to 60,000 tonnes), yet their export performance exceeded expectations. 

Tangled line drawing forming brain shape above hanging lightbulb
Single yellow lightbulb glowing on black cord
Resources Block
Blue water droplets labeled "PFAS," visualizing persistent chemicals in our water systems and their environmental impact.
Projects

Secretariat and Scientific Support Services for PFAS Expert Health Panel

Read More
Five business professionals standing confidently together in modern office corridor
Projects

Strengthening Public Sector Accountability in Victoria

Read More
Colorful sidewalk chalk drawing of a human profile with brain regions outlined in pink, yellow, and green, symbolizing mental health awareness.
Projects

National Standards for counsellors and psychotherapists

Read More

Limitations and Lessons Learned

The analysis identified specific contexts where the framework worked best: 

  • The HEA framework functioned primarily as a risk management tool rather than for market expansion. 

  • Its effectiveness diminished for products with strong brand differentiation. 

  • Products moving toward consolidation (like apples and kiwifruit) saw less benefit. 

  • Industry alignment was essential, with 60% stakeholder support required. 

Interconnected coloured pathways forming abstract network diagram
Interconnected coloured pathways forming abstract network diagram

Find out how we can help.
Book a Discovery Session

Get clarity on your challenge with our free one-hour discovery session - no obligation, just practical insights on how we can help.