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The influence of the New Zealand-made label appears to be decreasing as more consumers prioritise price.
Wattie's is ending some of its contracts with Hawke's Bay peach growers and says more people are choosing imported alternatives.
It says the demand for New Zealand-grown peaches has seen a steady decline in recent years.
Consumer NZ Acting Head of Research and Advocacy Jessica Walker says less and less consumers are prioritising locally-sourced products.
"At the same time, we're seeing concerns about price, cost of food and groceries ratchet up...more people are cutting back on fruit and veg altogether, so I'm not surprised."
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