Will Market Pressure Drive Greek Kiwi Producers to Risk an Early Harvest?

The global kiwi market is experiencing a shortage, evident from the significant price increase of Chilean and New Zealand kiwis. During Week 32, the wholesale prices of Green Hayward and Yellow varieties of count 30 surged to USD 3.50/kg and USD 5.50/kg respectively in Europe. Independent Greek growers are feeling pressure from the market, urging them to begin the season early, even if it compromises product quality. Financial strain due to high production costs and loan interests are fueling the consideration for an August harvest and distribution across the Balkans. This early start could jeopardize product reputation and disrupt the market. Local Greek authorities and producer cooperatives are taking action to prevent an early harvest, enhancing field and border controls to curb such behaviors.