The avocado industry is hailing a huge boost in this season's sales as a sign it is getting its act together.
It has more than doubled its sales from last season to $136 million - well above its previous record of $84 million set in 2009-10.
New Zealand Avocado chief executive Jen Scoular said it reflected an industry which was working together in a much more cohesive way.
"Really significant consolidation at the exporter end - a lot better information sharing, some real focus on the New Zealand market," Ms Scoular said.
"(We're) really making sure our promotions and PR activity are working. But also, you know, there's some of that good stuff involved, the consumers in both the Australian and New Zealand markets, the demand was really strong.
"And we were very disciplined in terms of ensuring our supply was meeting that demand."
A bigger supply of avocados accounted for 30-40 percent of the sales surge but most of the increase was down to getting the market right in terms of matching supply and demand.
