About HEA

What is HEA?

•  A statutory authority charged with the application of legislation – NZ Horticulture Export Authority Act 1987
•  Product groups opt (volunteer) to come under the HEA model
•  The Product Group determines how much value is extracted from the legislation – using the Export Marketing Strategy (EMS)

It is the product group’s role to determine its goals/objectives.  The industry uses the HEA legislation to apply industry-wide programmes (it decides which programmes) – primarily delivered through the export marketing strategy.