For fresh fruit and vegetable marketing and distribution in Asia
Liam O'Callaghan

BY LIAM O'CALLAGHAN

Monday 17th May 2021, 13:25 Hong Kong

West Australian produce targets Indonesia

IA-CEPA helps facilitate innovative online marketing initiatives for Australian produce

West Australian produce targets Indonesia

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West Australian fruits and vegetables will be featured in high-end Indonesian supermarkets in a new online marketing campaign through May and June.

Bravo apples, three varieties of table grapes and premium onions will be showcased in a 'Fresh Flavours of Western Australia' promotion in more than ten stores across Greater Jakarta.

The opportunity was leveraged from the new Indonesia - Australia Comprehensive Economic Partnership Agreement (IA-CEPA) signed in 2020, which has helped improve market access to Western Australia’s fifth largest export customer for agrifood and beverages.

Western Australia’s Department of Primary Industries and Regional Development and the Department of Jobs, Tourism, Science and Innovation –  supported by the Western Australian government office in Jakarta – connected trade partners through a virtual business matching programme.

The programme overcame international travel restrictions by using digital communication platforms to engage with buyers, including live virtual tours of farms and packing and processing facilities, enabling participants to view local operations and ask questions in real time.

This is the first time West Australian Bravo apples and table grapes have been exported to Indonesia, following successful shipments of carrots and onions in 2020.

Alannah MacTiernan, Western Australia’s agriculture and food minister, said the programme had the potential to deliver even more opportunities in future.

"This marketing effort, born from the new trade agreement and the virtual business matching programme, has led to the first ever shipments of premium West Australian fresh produce to Indonesia via importer PT Mulia Raya,” MacTiernan said.

"The local participants in this program, including WA Farm Direct, Fruitico and Patane Produce, have adapted to the new operating environment and pursued innovative channels to capture market opportunities.”

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