Horticulture New Zealand says the industry needs to work harder to achieve its goal of $10 billion in export value by 2020.
The revenue from fruit and vegetable exports last year was $2.2 billion - 13% more than in the previous year. Combined, the export and domestic markets are now worth $4 billion.
Horticulture New Zealand president Andrew Fenton says growth in the domestic market is limited and may be near saturation point.
Supply often overwhelms demand for produce at the peak of the season, he says, and that depresses the market.
Mr Fenton says the industry needs to work harder on research, technology, marketing and market access.