Summerfruit Emerging Market Opportunities for Growers and Suppliers
Summerfruit is defined as one commodity group representing fresh apricot, nectarine, peach and plum producers. There are promising market segments for Australian summerfruit exports to Malaysia, Thailand and Vietnam. The developing modern retail outlets and food service operations, offer competition in summerfruit on factors other than price, including taste, freshness, healthiness, new varieties and food safety. The challenge and opportunity for Australia, is to grow the summerfruit category in high-value markets such as Malaysia, Thailand and Vietnam.
Strategies for growers and suppliers may include:
- partnering with modern retailers and supplying direct,
- running summerfruit promotions within retail outlets in Malaysia to educate consumers of how to manage, store and eat summerfruit and
- experimenting with innovative packaging and different packaging sizes.
Summerfruit Market Overviews
- Malaysia Summerfruit Market Overview
- Thailand Summerfruit Market Overview
- Vietnam Summerfruit Market Overview
These videos were captured during Summerfruit Export Seminar series after the first Australian summerfruit for the 2009/2010 season were sold into supermarkets in Thailand and featured in a Summerfruit promotion.
Video 1 - New Opportunities
This video encapsulates why Asian export market opportunities are needed and where they can be found. It highlights opportunities and challenges for Summerfruit growers, suppliers and retailers and the importance of diversifying into other markets.
Australian product is viewed as high quality and the export markets are very competitive.
Video 2 - Working Directly
This video introduces a new way of doing business; by producers partnering with suppliers to grow demand and sales of products.
Growers need to understand their consumers, complete market research, develop promotions and pricing strategies and develop and maintain good relationships with their buyers. It is important to find markets that are prepared to pay the price for premium quality.
Video 3 - Understanding
This video highlights outcomes of the Summerfruit promotion demonstration into Thai supermarkets for example the promotion resulted in a 30% increase in Summerfruit sales and where opportunities lie.