Exporting from Australia
Louis Grey
Avocado Export Company
Projected Growth of
Australian Production
70,000
Growth in Australian Avocado Production 1999 to
2008
64,000
and Estimated to 2013
60,000
60,000
55,000
51,000
Tonnes
50,000
44,487
40,000
29,834 28,485 28,638
30,000
31,960
34,515
46,148 47,500
36,359
28,196
23,976
20,000
10,000
-
Financial Year
(Source: Infocado, ABS, Levy Receipts (est for 2009-2013 )
17000 tons to
be exported
by 2014
Projected
consumption
Developing
the Australian Export Market
Changing the Culture
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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
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
Programmed supply
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Customer has an expectation of a long term supply agreement
Year round availability in programmed supply
Branded product
Market development
Product support
Export Market
Development
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Training of personnel in warehousing, ripening and logistics
Cold chain management
Wholesale and Retail promotions
Point of Sales materials
Health benefits
Recipes
Market Forces
• Price fixing based on Australian local market prices
• Importers watch local market prices
• Base price on cheapest offer for a count
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
Quality Assurance
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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
Branding Strategies
• Australia – The universal seller
• Company brand – consistency of quality and quantity
Market Intelligence
• Improved industry coordination for export activity
• Participation of AAL, HAL, AUSTRADE, QDPI &F, Trade Queensland, etc.
• Participating in key trade fairs
Market Access
• USA
• Japan
• China