Counterfeit cherries recently sold in Vietnam, passed off as Tasmanian grown premium cherries, have highlighted the size of the issue facing the industry, as Australian growers prepare to export more premium fruit than ever before to Asia, and China in particular. “I believe given that Australian produce attracts premium dollars on the Chinese market especially, counterfeiting is going to become more and more common,” says Phil Pyke, of Fruit Growers Tasmania. “Those consumers also have a right, when they’re paying those premium prices, to get the quality and the product that they demand.”
Reports in June stated that for each kilo of authentic product sold, as many as four or five kilos were counterfeit, according to Tasmanian orchardist Howard Hansen. "These people are buying and selling at a premium," adds Mr Pyke.
Multi-layered, tech focused strategy needed
Tasmanian growers are looking at strategies to make life harder for counterfeit producers. “It’s not just about the commodity, it’s also about the reputation of Tasmanian growers and other growers around the country in being able to supply premium markets such as China,” says Mr Pyke. “This season we will identify which grower is going to ship to China first, and make sure that the wholesalers, retailers, and as many consumers as possible are educated and know what they’re getting and when that produce will arrive.”
In an attempt to stay ahead of counterfeiters in China, Mr Pyke says the strategy will be to take a ‘layered approach’ and work with packaging companies, namely Orora and Visy, who produce the cartons cherries are sold in, as well as placement of articles and ads in Chinese produce magazines to educate wholesalers and retailers on when genuine Australian cherries are available.
Technology, including nanotech and QR codes, which hold more data on whatever has been brought into a country will also be an important part of the strategy, according to him. “There’s got to be technology to underpin this challenge, but at the same time we have to understand that whatever is invented will also eventually be copied by the counterfeiters.”
Supervision and human intervention are still the ultimate safeguards, according to Mr Pyke. “A number of farms here in Tasmania are owned by Chinese companies, those owners are equally as concerned as we are,” he says. “One owner is going to remain in China next season, and fly where his shipments of cherries are to be received to make sure that everything is above board.”
For more information:
Phil Pyke
Fruit Growers Tasmania
Phone: +61407203318
E-mail: phil@fruitgrowerstas.com.au
Website: www.fruitgrowerstas.com.au