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The New Zealand kiwifruit industry is export driven, built on consistent and timely delivery of quality fresh fruit. Europe is one of the key markets for New Zealand-grown kiwi fruit, accounting for over 90 million trays of exported kiwis every year. Kiwifruit continue to be a key export for New Zealand, with kiwi exports accounting for 60.6 per cent of all fruit and nut exports and 27.3 per cent of all horticultural exports in the year to December 2007. A complex web of freight and distribution services exist to service the kiwifruit market both in New Zealand and overseas. With growth in the volume of trade and rising consumer awareness of food safety guidelines, the kiwifruit supply chain encapsulates major logistical challenges that must be met to ensure the New Zealand kiwifruit industry's competitive position in the marketplace.

As early as 2001, European customers began to focus on fresh produce logistics and traceability, requesting GS1 UCC.EAN-128 Barcode at pack levels to ensure fast and accurate tracking of inventory and other specific data in the supply chain. Labelling of kiwifruit cartons to meet GS1 requirements became a legislative imperative in 2005 when it was announced that European food safety requirements for fresh product traceability would become an import criteria. Kiwifruit operators in New Zealand needed to be able to guarantee a high level of traceability for tracking their cartons and pallets. Mandatory labelling would also protect the investment that New Zealand industry participants were making in improved quality processes.

Finding a system of speed and efficiency New Zealand kiwifruit pack houses and cool store facilities were faced with the challenge of seamlessly integrating new labelling standards to ensure the new European food safety requirements were met.