Repeat customers key to Aus citrus success

The Australian citrus industry understands what consumers require for repeat purchases, and that is what is driving a successful import season of Australian navel oranges into the US, according to Citrus Australia Market Development Manager, Andrew Harty. “‘We understand that for a supply chain to work for all parties, the most important factor is the ability to generate repeat purchases,” he says. “We all know that every square foot of retail shelf is valuable real estate that continually has to earn its living for the store, so you want to make sure the product on that shelf will keep turning over as fast as possible.”

Australian citrus growers are also in line with these expectations, and have produced a good amount of premium grade fruit to satisfy the demand from export partners such as the US. “Washington navel oranges are heavily weighted to Class 1 this year, and there are more to export than in previous years due to favourable growing conditions,” notes Paul Scheffer, Citrus Export Manager for Delica Global. Good brix levels, or sugar quantity, also means the fruit is sweet and has excellent eating quality.

While the natural climate and a favourable growing season have helped produce an abundant yield, Mr Harty notes that there is also research that has gone into ensuring high quality navel crops in Australia. “We have conducted large-scale consumer taste panels over the past few years, and have figured out what makes an exceptional tasting orange,” he says. “Interestingly, our results mirrored those found in similar studies undertaken by the Californian orange industry. This is all good news for the US citrus supply chain, and most importantly, for US customers buying Aussie oranges.”

The other factor is the affinity consumers feel for fresh Australian grown produce, according to Mr Harty.