A new report has confirmed what Western Australia's jujube growers have known for years - there is a massive potential for a successful industry within the next decade, both domestically and internationally.
The report from the Department of Primary Industries and Development (DPIRD), which looked at overcoming barriers in the development of the fruit, was one of the initial objectives laid down by the newly formed WA Jujube Growers Association in 2013. Secretary of the Association, Nola Doswell says there is a very large part of Australia’s population who are potential consumers.
"It was no surprise to the growers who were already growing the fruit, and those newcomers who formed the association, that there is an extremely large market for Jujubes, and this comes from the local domestic market, state and international market," she said. "The population which would be aware of the fruit from their ancestry background currently is very large in Australia, not only the Asian market but also the Middle Eastern and Mediterranean population would be aware of the fruit. There is also of course the potential health benefits of the fruit as a dried product in alternative medicines, this avenue is still to be investigated and done before we really push this avenue of the fruit to the consumer, however the dried fruit makes a fantastic snack food."
She says there are currently no fresh Jujubes imported into Australia, but she's aware that China is about for formally request for the opportunity of importing fresh Jujubes to Australia in the coming years. The association's main concerns are the pest and diseases which may come in with the fresh fruit and could potentially damage our reputation. She says the industry is fortunate the fruit is grown in the northern hemisphere counter seasonally to our own fresh fruit which provides us a great export opportunity.
"There is a small number of dried Jujubes coming into Australia under the name Red Chinese Dates, but the association wanted to set a precedent here in Australia for the fruit to be known as Jujubes, the name taken from their botanical name," Ms Doswell said. "Different varieties such as the Li, Sui Men, Chico, and Tajan will slowly hit the market place over the next couple of years."
Research has also showed that current production is estimated to be 20 hectares producing around 200 tonnes, but domestic market forecasts show a potential substantial increase to 13,942 tonnes of jujubes with an area demand equivalent of 418 hectares. It also found a huge potential in terms of export.
Further research undertaken by Curtin University Luxury Branding Cluster in WA showed there appears to also be the potential market into the premium product market, providing a high quality handpicked fruit back into Asia, as their economies increase and the population has a higher disposable income.
"A single fruit packaged correctly could get a premium price of possibly $30 per fruit or more," Ms Doswell said.
But one of the keys to increasing consumption for the WA Jujube Growers Association is increasing consumer awareness, and several campaigns are already underway.
"Perth WA has an exceptional presence in the market place as setting a high standard on its fruit and vegetable production," Ms Doswell said. "Upgrading our web page to provide more information on the types of Jujubes available including recipes, getting the fruit into Restaurants for chef’s to use in restaurant menus, but also onto TV programs will be the next push. Already we have contact with a chef wanting to showcase the Jujube on her pay television cooking program."
Photo: DPIRD Development officer Rachelle Johnstone with WA Jujube Growers Association President Keith Doswell and Secretary Nola Doswell.
In Western Australia, Chinese jujubes are grown in the Perth Hills, the northern Rangelands, the South West and Great Southern regions, with small quantities sold at local markets and some Asian supermarkets in Perth for between $8–20 per kilogram. Ms Doswell believes forming an association was a critical move by growers in the state and so much has been achieved already, and says while the small committee is often hampered by time constraints, many of the short term goals have been achieved.
"As each year passes more and more of these items are being completed,” she said. “I would say we are at about 65 per cent, the area of Market/Supply Chain Development is now being investigated then the Strategic Plan is complete. We are now at the point of developing supply chains for some of our growers working with fruit wholesalers through our Canning Vale Fresh Fruit and Vegetable Market in Perth. We have a grower who has an orchard in Beverley who lives in Singapore, he has contacts there which we will be useful for us to send some of the premium fruit Singapore is ideally situated to supply Asia as a distribution hub for the Asian countries."
The association is now encompassing members from New South Wales and South Australia, and it says it will not be long before it needs to consider becoming a national body.
"The industry is growing at a steady rate, much of this is kept steady primarily through the numbers of plant stock which is currently being produced," Ms Doswell said. "The information that is being passed onto its members from the research and development is really boosting our numbers and the number of trees planted. Currently we have 7,500 trees planted by our growers with more existing growers or new growers joining each month. We have had questions sent through the Facebook page from the UK, New Zealand and the USA."
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Nola Doswell
WA Jujube Growers Association