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Louis Grey

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Avocados Australia

This document discusses the growing export market for Australian avocados. It projects that avocado production in Australia will increase from 51,000 tonnes in 2008 to 64,000 tonnes by 2013, with 17,000 tonnes being exported in 2014. It outlines several key factors for developing the Australian export market, including differentiating between local and export markets, supplying customers with consistent quality and quantity, investing in export market development, and meeting import requirements and standards.

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Exporting from Australia Louis Grey Avocado Export Company
Projected Growth of Australian Production Growth in Australian Avocado Production 1999 to 70,000 2008 64,000 and Estimated to 2013 60,000 60,000 17000 tons to 55,000 be exported 51,000 by 2014 50,000 46,148 47,500 Projected 44,487 consumption 40,000 36,359 Tonnes 34,515 31,960 29,834 28,485 28,638 30,000 28,196 23,976 20,000 10,000 - Financial Year (Source: Infocado, ABS, Levy Receipts (est for 2009-2013 )
Developing the Australian Export Market Changing the Culture ? Differentiate between local and export market ? Ability to supply in required quantity and quality to customer programmes ? Invest in export market development ? Export returns based on local market price structure and not consumer demand in export countries. ? Export market MRL requirements ? Minimum Export Standards and Quality Assurance manual ? Australian and Export Co branding ? Improved market intelligence. ? Market Access
Differentiate between Local and export market ? Recipients have an expectation of premium export quality fruit ¨C no quality compromise without compensation ? Minimum quality, weight and packaging requirements ? Pre and post harvest treatments to improve shelf life
Programmed supply ? Customer has an expectation of a long term supply agreement ? Year round availability in programmed supply ? Branded product ? Market development ? Product support
Export Market Development ? Training of personnel in warehousing, ripening and logistics ? Cold chain management ? Wholesale and Retail promotions ? Point of Sales materials Health benefits Recipes
Market Forces ? Price fixing based on Australian local market prices ? Importers watch local market prices ? Base price on cheapest offer for a count
Maximum Residue Levels ? Zero tolerance of certain MRL¡¯s of extreme importance in a number of countries ? Packing sheds will have to adjust pre and post harvest treatment to avoid huge costs to destroy product
Quality Assurance ? When packing for export adjustments to external appearance, Nett weight of trays, chemical applications and orchard practises to comply to Globalgap certification. ? Australian Quality Export Manual standards ? Differentiate in standards and requirements between export markets
Branding Strategies ? Australia ¨C The universal seller ? Company brand ¨C consistency of quality and quantity
Market Intelligence ? Improved industry coordination for export activity ? Participation of AAL, HAL, AUSTRADE, QDPI &F, Trade Queensland, etc. ? Participating in key trade fairs
Market Access ? USA ? Japan ? China

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Louis Grey

  • 1. Exporting from Australia Louis Grey Avocado Export Company
  • 2. Projected Growth of Australian Production Growth in Australian Avocado Production 1999 to 70,000 2008 64,000 and Estimated to 2013 60,000 60,000 17000 tons to 55,000 be exported 51,000 by 2014 50,000 46,148 47,500 Projected 44,487 consumption 40,000 36,359 Tonnes 34,515 31,960 29,834 28,485 28,638 30,000 28,196 23,976 20,000 10,000 - Financial Year (Source: Infocado, ABS, Levy Receipts (est for 2009-2013 )
  • 3. Developing the Australian Export Market Changing the Culture ? Differentiate between local and export market ? Ability to supply in required quantity and quality to customer programmes ? Invest in export market development ? Export returns based on local market price structure and not consumer demand in export countries. ? Export market MRL requirements ? Minimum Export Standards and Quality Assurance manual ? Australian and Export Co branding ? Improved market intelligence. ? Market Access
  • 4. Differentiate between Local and export market ? Recipients have an expectation of premium export quality fruit ¨C no quality compromise without compensation ? Minimum quality, weight and packaging requirements ? Pre and post harvest treatments to improve shelf life
  • 5. Programmed supply ? Customer has an expectation of a long term supply agreement ? Year round availability in programmed supply ? Branded product ? Market development ? Product support
  • 6. Export Market Development ? Training of personnel in warehousing, ripening and logistics ? Cold chain management ? Wholesale and Retail promotions ? Point of Sales materials Health benefits Recipes
  • 7. Market Forces ? Price fixing based on Australian local market prices ? Importers watch local market prices ? Base price on cheapest offer for a count
  • 8. Maximum Residue Levels ? Zero tolerance of certain MRL¡¯s of extreme importance in a number of countries ? Packing sheds will have to adjust pre and post harvest treatment to avoid huge costs to destroy product
  • 9. Quality Assurance ? When packing for export adjustments to external appearance, Nett weight of trays, chemical applications and orchard practises to comply to Globalgap certification. ? Australian Quality Export Manual standards ? Differentiate in standards and requirements between export markets
  • 10. Branding Strategies ? Australia ¨C The universal seller ? Company brand ¨C consistency of quality and quantity
  • 11. Market Intelligence ? Improved industry coordination for export activity ? Participation of AAL, HAL, AUSTRADE, QDPI &F, Trade Queensland, etc. ? Participating in key trade fairs
  • 12. Market Access ? USA ? Japan ? China