This is a final research report from Hort Innovation’s historical archives. Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.
What was it all about?
This project sought to improve the international competitiveness of the Australian apple and pear industry by the early adoption of new technical and marketing innovations – identified for the industry through senior executives visiting functions/trade fairs/companies and conferences where such innovations are demonstrated, promoted or otherwise presented.
Under the project the Berlin Fruit Logistica and associated meetings were visited in both 2013 and 2014.
The main learnings/conclusions arising from the visits were:
- there is an opportunity for Australian PINK LADY apples in the UK in the months September to November. Australia grows reasonably large quantities of high quality PINK LADY apples and these are reaching oversupply on the domestic market – resulting in falling prices in Australia. Previously, high prices in Australia were the main reason Australia stopped exporting apples.
- Asian buyers are still keen to gain supply from Australia. There is an opportunity to supply into Asian conjunction with New Zealand e.g., with Australia filling an early season supply window, NZ a mid‐season window and Australia a late season window ex CA or Smart Fresh™ or both.
- Australia remains a high cost/low volume producer compared to other southern hemisphere producers. Accordingly, Australia cannot (easily) compete on price. It must compete on quality and on product positioning ‐ as is possible through the PINK LADY brand. The key issue is quality and more importantly consistent quality.
- The influence of weather on world production, demand, supply and prices is substantial. For example, partial failure of the apple crop in Europe (2012/13) and South Africa and Chile (2013/14) has created well‐priced opportunities for Australian exporters in Europe.
- The importance of market intelligence to growers/exporters and how such intelligence can be used to fine tune shipments. This observation strongly proposes the case for a “Team Australia” approach to export (as is being pursued by APAL).
