Apple and pear export readiness and market access (AP17002)
What’s it all about?
Beginning in late 2018, this investment is tasked with bolstering industry readiness, knowledge and technical capabilities around export, and delivering work to improve and maintain international market access. Its specific activities will be aligned to the Apple and Pear Industry Export Development Strategy, which was released during 2017 as part of the project Australian apple and pear industry market development program (AP15009), helping the industry to achieve an export target of 10 per cent of marketable yield by 2027.
Over the past six months project progress has continued, with specific apple and pear online training modules now finalised and released to industry. These cover the following topics:
- Overview of apple and pear exports
- Detailed market overview for each of apples and pears in unregulated and phytosanitary markets, as well as protocol markets
- Draft industry strategies for apple and pear market access and improvement
Development of an intelligence framework commenced, aiming to provide exporters with high level guidance for market preferences and structures, such as:
- Product related information including varieties, sizes, colour, packaging, claim and labelling requirements
- Competitor countries, brands, price points, seasons, promotions
- Market channels, major retailers, major online stores, main ports (sea and air)
- Cultural considerations, special events or festivals, fruit gifting
- Demographics and consumer profiles
The team also delivered a half-day regionally focused Export Strategy Development Workshop in partnerships with Pomwest in Western Australia. The aim of the day was to provide export information and support to WA growers and packers. The session was split into two sections:
- What is the ‘big picture’ for apple exports over the next decade?
- What do I need to know to run my own export business?
The content and structure of the workshop has been adjusted slightly following feedback, ready for further utilisation with growers and industry.
Sign up on the APAL website to gain access to the core industry training modules, with the apple and pear specific modules now also available.
In late September 2020, the online training core modules were released to industry via the Industry Juice magazine. These core modules included:
- Export readiness introduction
- Market access and market research
- Market entry
- International marketing
- Freight and logistics
Specific apple and pear modules are also on the way. You can sign up to industry communications to be notified when these additional modules are live for industry to access. These modules will include:
- Overview of apple exports
- Detailed apple market overview: unregulated & phytosanitary markets
- Detailed apple market overview: protocol markets
- Overview of pear exports
- Detailed pear market overview: unregulated & phytosanitary markets
- Detailed pear market overview: protocol markets
- Draft industry strategies for apple and pear market access and improvement.
Sign up on the APAL website to gain access to the first core modules of training.
For apple and pear specific training modules, sign up to industry communications to be notified when these additional modules are live for industry to access.
The project is progressing with its key activities including…
- During the last half of 2019, key Australian exporter representatives travelled to India, Hong Kong and Beijing to strengthen trade relationships. In India time was spent visiting key importers, retailers and supply chain members of the Indian fruit industry. In Hong Kong two presentations were made at Asia Fruit Logistica and the Taste Australia trade show. Lastly in Beijing, Australian exporters attended the Fruit and Vegetable Fair to participate in workshops.
- An exporter portal was launched in late-2019 on the Apple and Pear Australia website (APAL) which provided exporters with key information such as, in-country import requirements, relevant insights for particular markets and market pricing.
- In November 2019 the Thailand exporter registration process was supported, with first time involvement from the Bravo apple growers in Western Australia.
- In November 2019 exporter support was received from TOPS Supermarket in Thailand for Rico and Goulburn River Gold pear brands. TOPS expressed interest in conducting a broader marketing program in 2020, potentially including other Australian apples and pears. In addition, Seeka Australia were introduced to Spinney’s Supermarket in Dubai in 2019 and plans to develop a promotional program will be revisited in 2020.
- In mid-late 2019, APAL engaged a third party to provide a market access assessment for the Australian apple and pear industry to higlight improvements that can be made. In addition, an industry gap analysis is being undertaken for the expected protocols that will be applied by China for mainland access.
- Due to the COVID-19 travel restrictions, original plans to conduct in-person export training and workshops have been shifted to an online training platform to be launched in mid-2020. The training will be based around six core learning modules (developed by AusVeg) and eight apple and pear modules (developed by APAL and a third party). All modules should be released between July and September 2020.
Access the APAL exporter portal which provides key information on in-country import requirements for Australian pear and apples.
This project is a strategic levy investment in the Hort Innovation Apple and Pear Fund