Chop Tong Guan (CTG), one of Malaysia’s leading fresh fruit importers, is bringing in organically-grown Chinese mandarins for the first time this year under its well-known Tian Tian brand, according to local newspaper The Star.
The Tian Tian brand was established in 1995, when CTG contracted several orchards in Yong Chun County in China’s Fujian Province to grow mandarins to specific quality standards. Since then, CTG has invested heavily in post-harvest treatment, and in branding and merchandising the fruit, according to director Koay Swee Aik. It has also developed sourcing from Shantao and Longmen in Guandong Province.
The brand has established a firm following in Malaysia, particularly its gift-pack range for Chinese New Year, thanks in part to CTG’s consistent marketing efforts including in-store samplings, media coverage and consumer redemptions.
Now, the company is extending the reach of the Tian Tian brand with the addition of organically-grown Chinese mandarins.
“Tian Tian organic oranges are grown using the chemical-free fertiliser and pesticides,” Koay told The Star. “We want to tap into the market of consumers who prefer organically-grown fruit. This is the first time organic mandarins from China are being brought into the country.”
Koay told Asiafruit the Tian Tian organic mandarins were certified to USDA organic production standards by BCS Oko-Granatie Gmbh, rather than to local Chinese organic standards.
The first shipments of organic Tian Tian mandarins have already arrived in Malaysia, according to the report, with more on the water for Chinese New Year. As well as the staple Ponkan variety, the shipments will also include the Honey Murcott mandarin – traditionally imported from Australia and Argentina.
Koay added that the volume of organic mandarin imports would be small, representing only a fraction of the conventional volumes shipped, because yields were still small. “It takes time to increase yields in organic production due to the stringent growing requirements,” he told The Star.
While organic mandarins are priced at 10-20 per cent premium over conventional Tian Tian brand mandarins, he said the pricing was competitive with other organically-grown fruit.
Gold seller for Chinese New Year
Lokam mandarins sourced from China are the most important selling fresh fruit in Malaysia for Chinese New Year. Mandarins, or ‘Kam’ (meaning gold) symbolise wealth amongst the Chinese community. They are widely used for gift-giving and later on during Chap Goh Meh (Chinese for Valentine’s Day), when people toss them into rivers with their personal details attached in the hope of finding a partner.
Sales generally build up over a six-week period, peaking in the last week of Chinese New Year, according to Retna Malar of Malaysian consultancy All About Fresh Produce.
“The sales from the last week of Chinese New Year can be as big as 70-80 per cent of total season volumes, so it’s vital to have sound knowledge of demographics and inventory control to ensure the stocks of mandarins are available at the right outlet.”
CTG, which has a sizeable distribution network and infrastructure, is bullish about Chinese New Year demand for mandarins this year. The company plans to import some 4,400 tonnes of organic and conventional Tian Tian mandarins, around 10 per cent more than last year.
Spreading avocado’s reach
In addition to its Tian Tian mandarin programme, CTG is also bringing in the Fressure brand of gaucamole spread from New Zealand this year.
“This is the first time guacomole spread in consumer packaging is available in Malaysia,” Koay told The Star. “We expect the spread to do very well here, as it is made from ripened avocados, which are cholesterol and gluten-free, 100 per cent natural, and contain no preservatives.
“The Fressure brand of spreads come in a variety of flavours to suit different taste buds,” he added.
Established as an egg importer in 1929, CTG has become one of Malaysia's top fruit importers since moving into the fresh fruit business in 1975. Last year, it was presented with the Asia Fruit Award for Importer of the Year by Asiafruit and Asia Fruit Logistica in recognition of its success in expanding its operations and developing a distribution network across Peninsular Malaysia. The company was singled out for its investments to maintain cold chain, food safety and traceability standards that have in turn helped it to become a key service provider to local and international retailers in the country.
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