This Chinese New Year will be especially happy for Tasmanian cherry farmers at Glenburn. The longest festival in the Chinese calendar is traditionally a time when a lot of Australian cherries enter the market, however the ability for Chinese customers to buy online is expected to make for an even more robust trade leading up to the festival this year. The deal was first reported on January 28, and was established by Glenburn Orchard Business Development Manager Chris Chen. The process works on a 72-hour turn around time, managed directly by Chris from the orchard, and guarantees quality, fresh produce delivered to Chinese customers.
The fact TMall is such a large platform, with 15 million visits per day, also minimizes wholesale risk, which allows Glenburn to compete on price. “Through the online selling platform, we can minimise the risk from the wholesale market, which keeps the price stable and consistent,” says Mr Chen.
The deal is unique in terms of market access, according to Phil Pyke, Business Development Manager for Fruit Growers Tasmania. “For Glenburn Orchards, the opportunity to sell cherries direct into China is a unique access. To manage the produce from the orchard to the door of the consumer is a very personal service.” This is underscored by a commitment to quality from Glenburn. “Glenburn have worked hard to ensure the highest quality produce is exported,” adds Mr Pyke.
The benefits extend to expanding the grower’s brand abroad too. “It’s a fantastic direct link between farm and consumers, the consumer can receive the consistent and fresh cherries from us. It is also a good way to build up the brand reputation,” says Mr Chen.
Chinese buyers are developing a taste for premium quality, large cherries thanks to a deal allowing the import of Tasmanian cherries into China via online selling platform TMall (owned by parent company Alibaba).
While there will not be special Chinese New Year packaging per se, because Chinese New Year falls slightly too late for the Australian cherry season, Mr Pyke confirms that all cherries shipped to China are already specially packaged. Tasmania also only sells larger sized, premium cherries to China. Within three days of the orchard listing on TMall, more than 500kg of cherries had been sold. It seems that the only down side so far is the slightly smaller harvest in Australia due to rain. In a good year there might have been 100 to 120 tonnes more to list for sale, according to the report in Stock and Land.
For more information contact
Chris Chen
Glenburn Orchard
Glenburn Orchard
phone: +61423340120
e-mail: christwpg@gmail.com