Key to achieving this goal will be a focus on high-value varieties, targeted at niche and neighbouring markets and seasonal opportunities through programmed, ongoing sales contracts managed by collaborative and globally-competitive export supply chains.
This will be underpinned by a series of programs and strategies to boost grower knowledge of export requirements, encourage the establishment of supply networks, grow exporter capability, infrastructure and logistics, target marketing in priority markets, conduct trade missions and establish systems delivering robust commercial trade intelligence.
Apple and Pear Australia (APAL) chief executive Phil Turnbull welcomed the release of the strategy and said it set forward a clear road map to driving export growth and industry profitability.
“Boosting exports is a key priority in reducing industry risk related to our heavy reliance on the domestic market” he said. “This is an industry-developed strategy with a clear outcome-focused approach and we look forward to working with growers on putting it into action.”
The initial five-year strategy developed by Melbourne-based consultants McKinna et al in consultation with industry, and funded by Hort Innovation using the apple and pear levy and funds from the Australian Government, maps and prioritises a range of markets from ‘prime prospects’ to ‘low priority’ and sets forth a road map for capturing them.
It identifies six strategy platforms to strengthen export competitiveness:
- Building integrated export chains
- Investing in brand-based marketing in prime prospect markets
- Growing opportunistic trade
- Developing targeted product strategies for priority markets
- Establishing prioritized market access plans
- Improving market intelligence.
The report stresses that to reach the longer-term target of exporting 10% of marketable yield by 2027 will require a “cultural shift and significant investment” as the industry repositions itself from opportunistic price takers to strategic exporters.
source: apal.org.au