I'm not against fines, but the video made it seem as if the inspection crew knew what was going on (lots of pax from same flight with same contraband which was handed out by the airline) and rather than trying to increase compliance (e.g., a specific PA announcement) they just let it go, kept handing out fines, and increased revenue.

They clearly had more people to fine than they expect on a normal day, because people were hanging around waiting to process their fine.

The fines are intended to deter violators and protect agriculture, both worthwhile goals. Fining a planeload of unsuspecting pax many of whom apparently didn't even realize they were carrying fruit doesn't provide a deterrent, it just leaves pax with a bitter taste of NZ.

Of course the pax should have known better--experienced international travelers know to leave any potentially troublesome food from either the flight or home on the plane (and not in your own seat)--but the mass non-compliance from passengers on this plane indicates something other than intentional smuggling was going on. I don't know a thing about how NZ government and ag. inspections work, but I guarantee the inspectors have the authority to make a PA announcement, I expect they have the authority to ask the pax individually "are you sure you don't have any food bags the airlines gave you?" prior to the x-ray such that there's one final chance for amnesty, and I suspect they have the authority to waive fines and issue warnings in unusual circumstances.