New Zealand has been able to lead the world with new varieties of apple such as Royal Gala, Fuji, Braeburn, Pacific Rose and Southern Snap. These make up 80 percent of the total New Zealand crop. This competitiveness is reflected in market returns. In the major markets of Europe, Asia and North America, New Zealand's share of returns is greater than its market share by volume. The main apple producing areas in New Zealand are Hawke's Bay in the North Island and Nelson in the South Island.
Domestic consumption accounts for a high proportion of vegetable production.
Other large or increasing fresh vegetable exports are potatoes, carrots, sweet corn, asparagus and baby carrots. The main processed exports are frozen peas, corn, and mixed vegetables, tomato products, frozen potatoes and dried peas. Vegetable production is a large seasonal employer. The New Zealand arable industry produces milling, malting and feed grains, including wheat, barley, maize, oats and peas. New Zealand is not self-sufficient in cereals, and imports about 45 percent of its wheat requirements.