This document discusses the growing export market for Australian avocados. It projects that avocado production in Australia will increase from 51,000 tonnes in 2008 to 64,000 tonnes by 2013, with 17,000 tonnes being exported in 2014. It outlines several key factors for developing the Australian export market, including differentiating between local and export markets, supplying customers with consistent quality and quantity, investing in export market development, and meeting import requirements and standards.
2. Projected Growth of
Australian Production
Growth in Australian Avocado Production 1999 to
70,000 2008
64,000
and Estimated to 2013 60,000
60,000 17000 tons to
55,000
be exported
51,000
by 2014
50,000 46,148 47,500 Projected
44,487
consumption
40,000 36,359
Tonnes
34,515
31,960
29,834 28,485 28,638
30,000 28,196
23,976
20,000
10,000
-
Financial Year
(Source: Infocado, ABS, Levy Receipts (est for 2009-2013 )
3. Developing
the Australian Export Market
Changing the Culture
• Differentiate between local and export market
• Ability to supply in required quantity and quality to customer programmes
• Invest in export market development
• Export returns based on local market price structure and not consumer
demand in export countries.
• Export market MRL requirements
• Minimum Export Standards and Quality Assurance manual
• Australian and Export Co branding
• Improved market intelligence.
• Market Access
4. Differentiate between
Local and export market
• Recipients have an expectation of premium export quality
fruit – no quality compromise without compensation
• Minimum quality, weight and packaging requirements
• Pre and post harvest treatments to improve shelf life
5. Programmed supply
• Customer has an expectation of a long term supply agreement
• Year round availability in programmed supply
• Branded product
• Market development
• Product support
6. Export Market
Development
• Training of personnel in warehousing, ripening and logistics
• Cold chain management
• Wholesale and Retail promotions
• Point of Sales materials
Health benefits
Recipes
7. Market Forces
• Price fixing based on Australian local market prices
• Importers watch local market prices
• Base price on cheapest offer for a count
8. Maximum Residue Levels
• Zero tolerance of certain MRL’s of extreme importance in a
number of countries
• Packing sheds will have to adjust pre and post harvest
treatment to avoid huge costs to destroy product
9. Quality Assurance
• When packing for export adjustments to external appearance, Nett weight of trays,
chemical applications and orchard practises to comply to Globalgap certification.
• Australian Quality Export Manual standards
• Differentiate in standards and requirements between export markets
