What was it all about?

Running from 2015 to 2016, this project was established to increase Australia’s share of the Chinese market for extra virgin olive oil.

A key component of the work was the development of the Olive Industry Export Handbook. To support the industry in meeting required standards for access into China, the handbook provides guidelines for product standards, food safety, traceability, quality, packaging, labelling and product distribution. It also provides tips and advice across areas from planning and shipping to finance and insurance, plus brand development and communication.

The handbook also provides information to help producers brand their products and take their story to Chinese consumers with a scannable QR code, which links consumers to a short video about the olive grower and farm.

A second security QR code was developed to demonstrate product authenticity and traceability, and provide provenance verification. Purchasers can now scan this to establish that the product is genuine and see when and where it was produced.

The team also undertook consumer research in China to scope and validate the demand for Australian extra virgin olive oil, the insights of which were captured in the handbook. It developed the Export Code of Practice for the industry – an essential tool for assuring quality to China and other markets; involved training workshops for olive oil producers intending to export to China; and delivered a producer roadshow in six locations across the country to talk export – with grower input from these face-to-face interactions helping in the preparation of the handbook and code.

The project also addressed the capacity of Australian laboratory services, increasing the capacity for sensory analysis of oils, and appointed a sister laboratory for the export program in China.

ACT NOW

To order a copy of the Olive Industry Export Handbook, contact communications@horticulture.com.au.