Industry Advisory Committee Annual Report 2012/13 - Apple And Pear Australia Ltd Page 5
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32OBJECTIVE 1
Productivity and supply chain
Asian export market development
Export is a high priority for the apple and
seeks to assist the industry to export at
pear industry. Apple & Pear Australia Limited
least 10 per cent of marketable products by
(APAL) have invested heavily to establish
2015.
the Pink Lady brand in global markets and
Achievements of the program in the
see the potential for increased exports of
2012/13 year include:
Pink Lady from Australia, along with other
varieties. APAL is working with growers who
Developing industry export
are keen to re-engage in export to help
capability
counteract the effects of increased imports
Pink Lady display at Tops food hall, Thailand (courtesy
and lower domestic prices.
of APAL)
• Delivering export paradigm workshops to
all states.
Developing collaborative exporting
This project focuses on improving industry
• Facilitating an industry study tour to
export capability through collaborative
The Team Australia export group was
Asia, which included retail promotion of
exporting, coordinated marketing programs,
formed, which includes representatives from
Pink Lady apples at Tops Supermarket in
reputation building for Australian apples
across the industry. This has proved to be
Thailand, the Asia Fruit Congress in Hong
and pears, coupled with a cultural change
a useful mechanism to foster interest and
Kong and a study tour to southern China.
that embraces export and an improved
discussion on relevant issues, encouraging
understanding of technical and market
• An Asian importers tour to improve the
a coordinated approach to export to build a
access issues. The project will leverage the
business-to-business relationships on
consistent and long-term supply of quality
quality and marketing disciplines associated
which trade is based.
export fruit.
with the Pink Lady brand to support a
• The production of two position papers
growing presence in Asia.
Trade and market access
on export opportunities were produced
The project is a partnership between
for APAL, along with two market insight
An in-market promotional event of Pink Lady
articles for the Australian Fruitgrower
APAL and the Victorian Department of
apples at Tops Supermarket in Thailand to
Environment and Primary Industries, and
magazine.
build awareness of Australian apples, and
to trial a supply chain that meets retailer
expectations in Asia.
Asia Fruit Logistica 2012
This three-year project concludes in June
The new Australia Fresh program was
took up 180 square meters floor space
2015.
launched in September 2012 in Hong
with 16 co-exhibitors. The three-day
Project AP11023
Kong at Asia’s largest fresh produce
event included an exclusive networking
event—Asia Fruit Logistica, where the
reception organised by Australia Fresh at
For more information contact:
new program logo and overall Australia
the Hong Kong SkyCity Marriott Hotel on 6
Aimee McCutcheon, DEPI Vic
Fresh brand was showcased at the trade
T 03 5833 5308
September 2012. The event was attended
exhibition to over 5,700 visitors from all
E aimee.mccutcheon@dpi.vic.gov.au
by delegates from importer organisations
parts of the world.
and co-exhibitors and their guests. The
function is one of the key highlights of the
Asia Fruit Logistica is the premier trade
event, offering both Australian exporters
exhibition in Asia to focus exclusively
and industry the opportunity to foster
on the fresh produce sector and related
trade partnerships with foreign buyers in
value chain for the whole Asian region.
an informal setting.
This three-day trade show first took
place in Thailand in 2007 and has since
Australia Fresh is currently seeking
moved to Hong Kong. Simultaneously
expressions of interest for the upcoming
and within the same venue, Asiafruit
Asia Fruit Logistica in September 2013. For
Congress is attended by over 600 top
further information visit the Australia Fresh
tier fresh produce trade professionals
website at
who have interests in the Asian market.
Project MT12501
Australia Fresh has been participating
For more information contact:
in this trade show since 2007 and
has had strong support from Australia
David Chenu, HAL
Fresh members and a number of
T 02 8295 2381
exporters. The Australia Fresh Pavilion
E .au
Pink Lady in-market promotion at the Tops food hall,
Thailand (courtesy of DEPI Vic)
3
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