Domestic fruit and vegetable growers could benefit from a British marketing initiative that has found fresh produce makes customers happier than other foods.
Horticulture New Zealand says the findings by Sainsbury's, a UK retailer, could help to promote fruit and vegetables in this country too.
In a survey, Sainsbury's asked customers to rank 100 food items in terms of how much happiness they offered, relative to their price.
From the results the company has produced a live well for less index, which places the onion at number one, with fruit and vegetables making up the Top 10.
Horticulture New Zealand chief executive Peter Silcock says he's not surprised by the findings.
He says the marketing tool could have great potential in this country too.
Mr Silcock says the index is a measure the value a consumer gets - it's not just price, it's also about the nutritional value and what it adds to life.
He says produce adds to people's enjoyment of food because of its colour and taste and it highlights that produce is very good value for money.
Mr Silcock says it could be used as a marketing tool where it encourages consumers to eat particular products and recognise the value they get out of that.