The Southern Forests Food Council (SFFC)will continue to explore opportunities for Western Australian avocado exports after making inroads in the Malaysian market this season.
After launching the Genuinely Western Australia programme in August last year, the SFFC and its supply partner Mercer Mooney turned their attention to the state’s 2018/19 avocado campaign. Based on a relationship formed at Asia Fruit Logistica last September, Mercer Mooney sent over 20 tonnes of premium fruit to an importer in Malaysia over the course of the season.
The success of the programme has SFFC and Mercer Mooney hopeful that much larger quantities will be shipped in the future.
“Our customer in Malaysia has stated that they could easily have taken six to eight times more than what we were supplying them on a weekly basis,” said Mercer Mooney export manager, Ethan Lulham.
“However, through our communications, they now understand the long-term plan, and are aware of the rapid growth that awaits the Australian avocado industry. They have expressed their excitement of purchasing more Western Australian Hass avocados in the coming seasons.”
Prior to this season, the Malaysian importer had been purchasing 100 per cent of its avocados from Mexico. Lulham said this initially posed some challenges given Western Australia’s higher landed prices, however, the quality of the offering won out in the end.
“From the first consignment they rapidly increased their order to the point where we almost immediately couldn’t keep up,” Lulham explained. “I have had many messages from the customer’s head buyer, thanking me for providing them with a premium product that sells itself.”
As the Western Australian avocado season winds down, the Southern Forests Food Council continues to work towards creating opportunities for its local producers.
“The Food Council has developed extensive supply networks including wholesale market floors in Western Australia, New South Wales and Victoria, a partner for the food service industry, access to regional Western Australian retail outlets, and a partner focused on export supply opportunities,” says Southern Forests Food Council general manager, Stephen Sharpe.
“Our region has some of the most premium foods in the world and we are confident that export, as well as domestic sales, will continue to grow into the future.”
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