In order to expand overseas sales of high quality Japanese products, the Japan Association for Fruit and Vegetable Exports was established. One of their goals is to be present in different international exhibitions such as Asia Fruit Logistica and be able to promote top quality fruit and vegetables.
Jun Honda explains that while Japanese producers can deliver very high-end fruits, they tend to be very expensive, so domestically they are difficult to sell. "We are targeting overseas markets, like SouthEast Asia, and particularly the most affluent consumers who can afford the products. The association collects the fruits from hundreds of farmers all over Japan."
One of the products in which they have been focusing for export is grapes due to their good shelf life. “At the moment, we are focusing on sales to Southseast Asian countries such as Indonesia and Malaysia. We've extended our market to Taiwan and Hong Kong. In the long term, we aim to sell in the USA, Australia and Canada,” says Honda.
The association is also considering the technology licensing to overseas and expanding the producing area soon.
Since Japan is a small country, it produces limited volumes of grapes targeting the wholesalers. The government is helping and providing support, but development is slow.
Furthermore, given that the Japanese grapes are of premium quality, they do not compete directly with most other alternatives in the region. “Japanese grapes are of the kind that can be given as a gift, while the cheaper fruits are the ones you would eat yourself,” explains Honda.
In the domestic market, the association is targeting the high end consumer. And since they are sweet, they are consumed as a dessert. “This, in fact, matches the tastes of Japanese consumers, and if the grapes are not sweet, consumers don’t like it. Size doesn’t matter as much, but flavor is
very important,” added Honda.
At the moment, the Japanese grape season
usually lasts from July to September/October, but since the country is so long from north to south, with the proper planning, it could be extended up to November. Honda stresses that “since the fruit is grown by family businesses, they really pay attention to it and they care, so although we cannot produce huge quantities, they pay huge attention to detail.”
For more information:
Jun Honda
Japan Association of Fruits and Vegetables Export
Tel 0081-36261-5657
Mobile 0081-909617-5801
Email:honda_jun@me.com
Jun Honda explains that while Japanese producers can deliver very high-end fruits, they tend to be very expensive, so domestically they are difficult to sell. "We are targeting overseas markets, like SouthEast Asia, and particularly the most affluent consumers who can afford the products. The association collects the fruits from hundreds of farmers all over Japan."
One of the products in which they have been focusing for export is grapes due to their good shelf life. “At the moment, we are focusing on sales to Southseast Asian countries such as Indonesia and Malaysia. We've extended our market to Taiwan and Hong Kong. In the long term, we aim to sell in the USA, Australia and Canada,” says Honda.
The association is also considering the technology licensing to overseas and expanding the producing area soon.
Since Japan is a small country, it produces limited volumes of grapes targeting the wholesalers. The government is helping and providing support, but development is slow.
Furthermore, given that the Japanese grapes are of premium quality, they do not compete directly with most other alternatives in the region. “Japanese grapes are of the kind that can be given as a gift, while the cheaper fruits are the ones you would eat yourself,” explains Honda.
In the domestic market, the association is targeting the high end consumer. And since they are sweet, they are consumed as a dessert. “This, in fact, matches the tastes of Japanese consumers, and if the grapes are not sweet, consumers don’t like it. Size doesn’t matter as much, but flavor is
very important,” added Honda.
At the moment, the Japanese grape season
usually lasts from July to September/October, but since the country is so long from north to south, with the proper planning, it could be extended up to November. Honda stresses that “since the fruit is grown by family businesses, they really pay attention to it and they care, so although we cannot produce huge quantities, they pay huge attention to detail.”
For more information:
Jun Honda
Japan Association of Fruits and Vegetables Export
Tel 0081-36261-5657
Mobile 0081-909617-5801
Email:honda_jun@me.com