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Citrus Marketing Strategies by iuw82928

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									ABARE outlook conference 2007: strategies for new markets




       Strategies for new markets

       Judith Damiani
       Executive Director
       Australian Citrus Growers Inc
       www.australiancitrusgrowers.com
 ABARE outlook conference 2007: strategies for new markets




Citrus: global commodity

• Largest fresh fruit exporting industry

• 2005/06 exports valued at $173 million

• Largest fresh fruit import: 2005/06 valued at $26
million. Juice imports valued at $46 million.
 ABARE outlook conference 2007: strategies for new markets




Export

• Major markets include:
                          USA
                       Hong Kong
                        Malaysia
                       Indonesia
                       Singapore
                         Japan
                         Taiwan
                      New Zealand
                      South Korea
                          UAE
 ABARE outlook conference 2007: strategies for new markets




Export

• Export market access

    • USA: 1992, 1996 … 2005 FTA eliminated citrus
    tariffs …
    • South Korea: 2000 …
    • China 2005 …

• Export marketing issues

    •Phytosanitary (quarantine, plant health)
    •Sanitary (human health, food safety, chemical
    residues)
    •Trade (tariffs, quotas)
    •Market development (industry marketing strategy)
Citrus to China



•1990s citrus industry commences market
evaluation for China, including industry-
funded commercial market visit 1999.
• Phytosanitary market access submission
to China – pest list lodged, 2000
• China informed that a Pest Risk Analysis
initiated, 2001
Work with Horticulture Australia Limited including
Horticultural Forum, Zhuhai, China, July 2004.
Australia-China Bilateral Roundtable on Agriculture,
November 2004, Melbourne Australia
Signing of MOU between regional citrus grower associations
Signing of memorandum of understanding (MOU)
between ACG and China’s Entry/Exit Inspection and
Quarantine Association 2005
February 2005: meeting with Quarantine Officials,
Beijing
Australia China Agricultural Cooperation Agreement
(ACACA), September 2005
Dr Chen Zhushen, Dr Zhou Changyong (Director),
Mark Chown, Pat Barkley, Professor Andrew Beattie,
Kevin Parr at the Citrus Research Institute, Beibei
Work Committee of China’s Entry/Exit Inspection
and Quarantine Association visit to ACG, Mildura,
Australia, March 2006
 ABARE outlook conference 2007: strategies for new markets


 •     Industry marketing strategy developed, debated &
      implemented in partnership with Horticulture
      Australia Ltd in 2006:

 •    Citrus to China marketing program, underpinned
      by the Australian Government’s Export Efficiency
      Powers includes
       • Information sharing
       • Trade & retail marketing/promotion
       • Minimum prices between packers & exporters
            Minimum Exporter to Packer Prices* for Oranges
C6 carton       Class 1         Class 1           Class      Juicing
             Late/Summer      Other Navel      2/Composite
                 Navel
48 count        AUD$29          AUD$27            AUD$21     AUD$9
56 count        AUD$29          AUD$27            AUD$21
72 count        AUD$29          AUD$27            AUD$21
88 count        AUD$27          AUD$25            AUD$19
113 count       AUD$20          AUD$19            AUD$16
138 count       AUD$17          AUD$16            AUD$13
163 count       AUD$14          AUD$13            AUD$11
ABARE outlook conference 2007: strategies for new markets


       • Phytosanitary protocol signed, October 2005
       • Trade commences, August 2006




                             Loading first shipment of
                             Australian citrus to China,
                             August 2006
ABARE outlook conference 2007: strategies for new markets




              Australian citrus will continue to
              develop relations with China based on
              market access. We look forward to
              pursue possible future opportunities:
              • Future forums/trade fairs/research
              cooperation, International Society of
              Citriculture Congress, Wuhan, China
              2008
              • Improvements in phytosanitary
              conditions, for example fruit fly area
              freedom, cold treatment regime
              • Australia-China Free Trade
              Agreement
ABARE outlook conference 2007: strategies for new markets




            Thank you from
            Australian Citrus Growers

								
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