Apple and pear industry Asian export market development (AP11023)

What was it all about?

This project, which ran from 2012 to 2015, worked to build industry export capability and develop markets for Australian apples and pears in selected South East Asian countries.

The project aimed to raise industry profitability and productivity by contributing to the industry target of ten per cent of marketable product being exported by 2015.

The project commenced in 2012 with efforts focussed on Malaysia, Indonesia, Singapore, Thailand and Vietnam as well as China and Taiwan.

The team delivered export workshops in Australian growing regions, held tours of production areas for importers from Asia, made inward and outward trade missions, arranged promotions in overseas supermarkets and other marketing events, and worked with exporters to develop a united Australian brand and presence overseas. They also assisted APAL and the Australian Government to achieve market access in countries targeted for Australian pome fruit.

By the end of the project the following changes had occurred in export to South East Asia:

• Pome fruit export markets increased with Malaysia and Singapore emerging as lead markets for Australian apples, worth around half a million dollars
• Indonesia is the strongest market for Australian pears worth $2-3 million
• Since 2013, the Singapore market has emerged to account for two to three per cent of total exports
• The unit price per kilo of pome fruit increased by 14 per cent, largely supported by pears, which supports Australia’s niche in supply of premium pome fruit to Asia.

The project has established a strong platform for continued market development in the region.