Fresh produce exporter Turners & Growers is remaining defiant over a push for kiwifruit exporter and marketer Zespri to be stripped of its monopoly status.
The export business is worth $800 million per year.
Some agricultural bodies and experts say growers will never support the move as Zespri is a model of excellence.
But Turners & Growers says this is the beginning of the fight and it is confident of getting a change.
Managing director Jeff Wesley says Zespri is holding growers back and costing New Zealand millions in dollars in lost export opportunities through a lack of innovation.
He says T&G is not out to destroy Zespri - only to improve the market.
Mr Wesley says a series of planned roadshows will prove to the industry and the Government that a change is needed.