What was it all about?

In 2022, this investment developed a five-year export strategy for the Australian mango industry and a market prioritisation and opportunity development report that identifies export opportunities across five key export markets. This work identifies the priority activities that the Australian mango industry should focus upon to achieve export growth, increase productivity, improve awareness/capacity for industry adoption and provide commercially relevant direction to growers. 

The project team undertook a desktop analysis, stakeholder consultation in-market with trade experts, and stakeholder consultation with the Project Reference Group (PRG) to inform the development of the strategy. Throughout the project, industry members were involved to ensure the Export Strategy aligned with current industry capabilities and future ambitions. This input helped ensure project recommendations were practical, had commercial relevance, and were achievable by industry. 

The project team conducted an initial analysis on 16 geographically dispersed markets throughout South East Asia, East Asia, the Middle East, North America and Oceania. These markets were assessed against core criteria developed in collaboration with the PRG to select the top five priority export markets for inclusion in the project. 

The desktop research and insights extracted from the industry workshop, phytosanitary matrix, and other stakeholder consultations identified 25 export opportunities (five for each of the prioritised markets). The opportunities were ranked against market demand potential and ease of implementation to inform the development of the overarching Export Strategy. 

Opportunities identified in the Export Strategy centre on the following themes: 

• Maintain market access and quality 
• Expand market access 
• Enhance marketing and communications in markets 
• Build relationships with retailers 
• Optimise supply chains.