This paper explores the patterns of duration and survival of fresh fruit and vegetables import in New Zealand and identifies determinants of survival. Using a discrete-time survival model, we evaluate the impacts of partner-specific characteristics and New Zealand Import Health Standards (IHS) regulations on the survival of trade relationships with 87 economies from 1994 to 2017. Our findings indicate that while more than half of these trade relationships had only survived one year, approximately one-quarter had attempted to enter the market multiple times. Interestingly, the results reveal no evidence that IHS regulations have persistent effects on import survival