Support to the Australian avocado industry's Infocado (crop flow) - volume data collection (AV05003)

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Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.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?

In September 2005, Avocados Australia began the process of rolling out its crop flow system, Infocado, to the Australian avocado industry. This internet based product which allowed the collection and reporting of historical and anticipated volumes of avocados entering the Australian and export markets was developed to collect more meaningful and timely industry data to assist businesses with better information on which to base their management and marketing decisions.

The information generated from Infocado was also important for the industry as it allowed industry to determine the impact of an event, for example, adverse weather, on the industry’s production level and better plan industry promotions.

This report documented the processes that Avocados Australia had engaged to rollout the Infocado system to the Australian avocado industry. This included the development of supporting documentation, communications and promotion activities, training and support activities, and evaluation.

The system was rolled out across the major production regions as they came into their harvest windows. By October 2006, 96 businesses had enrolled on the system. This represented in excess of 90 per cent of the major packhouses, grower packers and consolidators. The New Zealand industry also contributed data during the 2005/06 season. It was estimated at the time that 85 per cent (average) of total market throughput was being recorded through Infocado.

One of the key initiatives in the rollout process was the Infocado Summit, a one day workshop event held in Brisbane in July 2006. In all 50 Australian packhouses, grower packers and consolidators attended, as well as representatives from the New Zealand industry. International speakers from the USA and New Zealand discussed how information was collected and used to benefit their industries.

This forum also provided the opportunity for the participants to discuss a range of issues including the need for better information to underpin decisions to address business challenges and opportunities and how Infocado may support this process.

A range of recommendations on further activities the industry needed to be undertaken to ensure the on-going success of Infocado as an industry data collection and reporting system was also prepared. This included continuing to support the development and implementation of Infocado for the Australian avocado industry through supporting the data collection and system development process, continued promotion of Infocado and its benefits, possible inclusion of data from other stakeholders These activities were important to ensure that a significant proportion (at least 80 per cent) of Australian market throughput was being recorded in Infocado and that all major packhouses, grower packers and consolidators contribute.