export for australian melons
TRANSCRIPT
EXPORT FOR AUSTRALIAN MELONS
DIANNE FULLELOVE
AUSTRALIAN MELON INDUSTRY DEVELOPMENT MANAGER
SUMMARY
The Australian melon export industry
Prioritisation of export markets
Export Strategy
Priority markets
Key indicators
Melons to Japan
Melon types in Japan
Major exporting countries to Japan
Japanese consumer perceptions
DESTINATION OF AUSTRALIAN MELON
2017
VALUE OF AUSTRALIAN FRESH FRUIT EXPORTS 2017
Citrus Table grapes
Summerfruit
Cherries Melons Strawberries Mangoes Pears Apples Avocados
Total exports 2017 (000 AUD)
461,989 384,549 53,913 53,011 36,751 32,379 32,176 15,589 12,432 11,998
Fresh Intelligence [email protected]
EXPORT PLANNING
In 2017, the Australian Melon Association undertook two
Federal Government-funded projects:
The Australian Melon Export strategy and Plan
Melons to Japan
Currently, the AMA is managing a project to develop
an information package on food safety in melons to
regain the confidence of export markets.
Filter 2 criteria (for inclusion in shortlisted markets)Premium melon import: markets are ranked according to % of premium melon imports (ie. imports in excess of US$1/kg)
Qualifying Criteria (for inclusion in 'universe')Import Propensity: The market imports in excess of 1000 tonnes of Melons per year from the world
Filter 1 Criteria (for inclusion in longlisted markets)Geographic Proximity: The market is located in Asia-Pacific region (including the Middle East), the Indian Ocean rim and the Pacific Ocean rim. Import Growth: The market's importation of melons has demonstrated growth over the past 5 years.
Prioritization of Potential Markets
Export Strategy
The five priority markets were selected for
- a high percentage of premium melons
- the size of the market
- demonstrating strong positive change (increase) in either quantity or value between 2011 and 2016.
Japan
Korea
Malaysia
Maldives
Hong Kong
Japan is the single exception to GDP and population growth across the markets.
Japan's population and GDP has declined over the 5 years to 2014. Japan now has a GDP per capita comparable to Hong Kong (HK).
Melon imports have grown over the 5 years to 2014.
Melon Export
Malaysia
the largest melons exporter of the 5 priority markets, has increased exports by 12% over the 5 years to 2014.
Korea exports 1600 tonnes annually
Hong Kongexports 1600 tonnes per annum – all of which are re-exports from other markets.
Melon Consumption
Korea consumes by far the largest amount of melons per capita (16kg/year).
Maldivesconsumption of melons has more than doubled (128%) over the 5 years to 2014, though still only consuming 1800 tonnes per annum
Malaysiafall in consumption largely tracks the fall in production –which suggests the numbers fluctuate depending on seasonality and production
Key Indicators
Trade & Competitor Profile
Korea is a market that is slowly emerging from an entirely self-serving melon industry. Despite being the largest melon producer of the 5 priority markets, it is second only to the Maldives (who produces very few melons) in trading the least.
There is a heavy reliance on particular supply partners
Japan (70% from Mexico)
Korea(83% from USA)
Malaysia(81% from China)
By contrast, import sources for HK and the Maldives are spread more broadly.
Malaysia and HK have seen the highest price rises for imported melons over 5 years, while the Maldives has seen the greatest reduction in average imported price.
HK and the Maldives have growing trade deficits, which indicates that they are increasing their spend on imported melons, while Korea is
also moving in that direction.
Malaysia and Japan are increasing exports or reducing imports.
Australia has gained a foothold (around 10%) into HK, Malaysia and the Maldives.
Australian melons to Japan
3 Exporting the products with a competitive price compared to produce from Mexico and the US is important to gain market share
4 Promoting the taste, quality and safety and ensuring that the products can be provided sustainably, is key to gaining the trust of the importers in Japan
1 The fact that the Australian watermelons are produced without seedsmay function as a positive product attribute.
2Rockmelons with green flesh may hold potential for exports to the Japanese market, as rockmelons with green flesh are commonly purchased
JUN - AUG AUG - SEPKEY SEASON FOR THE DOMESTIC
PRODUCTION OF WATERMELONS
KEY SEASON FOR THE
IMPORT OF WATERMELONS
The domestic production of watermelons is mainly from June to August, peaking in July
Import of watermelons is largest fromAugust to September, with the United States
focusing in this period
MAY - SEPKEY SEASON FOR THE DOMESTIC
PRODUCTION OF ROCKMELONS
The domestic production of rockmelons is mainly from May to September, varying by region
FEB - JUNEKEY SEASON FOR THE
IMPORT OF HONEYDEW MELONS
Import of honeydew melons peak from February to June, which domestic produce drops significantly
.
IN JAPAN, ROCKMELONS ARE SOLD EITHER WITH ORANGE FLESH OR GREEN FLESH.
THE SYNTHETIC NETTING DENOTES THE FLESH COLOUR
14
.
ROCKMELONWITH ORANGE FLESH
15
.
ROCKMELONWITH GREEN FLESH
16
.
HONEYDEW MELONS ARE TYPICALLY SOLD AS READY-TO-EAT FRUITS IN RETAILERS AND FOR FOOD SERVICE USAGE.
17
.
ROCKMELON HAS BEEN TRADITIONALLY USED AS A GIFT IN JAPAN.
JPY 9,720 = AUD$110
.
IN JAPAN, WATERMELONS ARE TYPICALLY PRODUCED WITH SEEDS.
SOLD AS WHOLE FRUIT, OR IN A PRE-CUT FORMAT OF VARIOUS SIZE.
19
MAJOR EXPORTERS OF MELONS TO JAPAN
79%
20%
Import of Honeydew Melons by Country (2016)
Mexico USA South Korea Others
29Kilotons 56%29%
15%
Import of Watermelonsby Country (2016)
USA South Korea Mexico
0.3Kiloton
82%
74%
42%
11%
21%18%
31%
6%
1%
79%74%
38%
15% 16%13%
32%
6%
1%
Taste Price Size Brand Produceddomestically
(For Japan)Region of
origin
Appearance Packaging Others
Watermelons Melons
MOST IMPORTANT ATTRIBUTES WHEN PURCHASING MELON
CONTACT
DIANNE FULLELOVE
INDUSTRY DEVELOPMENT MANAGER
• EMAIL: [email protected]
• MOBILE: +61413 101 646