Representatives of pipfruit growers will be getting together with marketing companies over the next few weeks to discuss how they can improve the selling structure for apple exports to Europe.
Pipfruit growers' chairman Ian Palmer raised the issue at last week's national conference and he says that has got the necessary debate going.
He is calling for a more co-ordinated approach because he says too many exporters and importers are competing in Europe to sell the fruit and that is costing growers millions of dollars.
Mr Palmer says the marketers recognise the need to sort out the situation.
He says the industry will be looking at options such as reducing the number of importers handling New Zealand apples.