An insight to the Chinese table grape industry – part 3 (TG14700)

What was it all about?

This project funded market development trade missions for the Australian table grape industry over three years from 2014 to 2016 to further develop partnerships with overseas buyers and have a better understanding of the markets and operational facilities for fresh produce.

A variation to the project in 2015 saw the efforts extended from China to include Japan in the second year; and the Philippines, Vietnam and Thailand in the third. Each outbound trade mission was scheduled to coincide with either major destination trade events, or during suitable months of the year to guarantee maximum grower participation.

Industry participants received a tailored program to increase their understanding of export market development and maintenance requirements including product specifications, pricing margins, consumer preferences and cultural considerations. Growers were able to showcase their fruit to prospective buyers via social media platforms, free tasting samples, and electronic devices.

While the Chinese market had been at the forefront of growth in demand for table grapes, this program targeted the South-East Asian region as well, to provide other opportunities.

Over the course of the project, the Japanese market exceeded all expectations. Access to Japanese markets was granted in 2014, and increased four-fold in one year, up to almost 10,000 tonnes in 2015, making it the fourth largest trade destination for Australian table grapes in only the second full year of trade. The final report from the project published in 2016, predicts that growth in the Japanese market will continue. 

In addition to these extra markets, by the final year of the project, the 2015/16 export season saw table grape trade shift from Hong Kong as the direct destination, to mainland China. This confirms that growers and exporters are establishing strong relationships with Chinese importers as a result of market development programs such as this.