Zespri predicts it will be another challenging year for fruit exporters to compete in markets that are still feeling the after-shocks of the world recession.
Chief executive Lain Jager last week attended the world's biggest fruit and vegetable trade fair, Fruit Logistica, in Berlin.
He says the shadow of the global recession was still evident.
But Mr Lager says good news is coming out of the United States, a mood of cautious optimism but still awareness of the possibility of downturn.
Mr Lager says he would expect New Zealand kiwifruit to start the season at similar market prices to the past year, keeping its premium over the main competitor, Chile.
Zespri is New Zealand's main kiwifruit marketer.