The avocado industry is looking to expanding overseas markets in coming years, despite a recent drop in volumes produced.
Avocado industry representatives attended an event on Thursday at the New Zealand Embassy in Tokyo to officially launch the new season.
The New Zealand Avocado Growers Association says that 320,000 trays of the fruit are expected to be exported to Japan this summer.
Chief executive Jen Schoular says the outlook for the Japanese market remains very positive.
But she says the positive interest is expanding.
Ms Schoular says however the biggest challenge for the industry currently is irregular production.
