Positioning itself as a high-end supplier is the future for Australia’s horticulture industry, according to a new report released by agribusiness lender Rabobank.
The report, Australian Horticulture – fresh fruit and vegetables, said the country’s horticulture sector could not compete on price against low-cost producers in the market either domestically or internationally, reported The Weekly Times.
Food safety, quality and environmental responsibility were attributes Australia should market itself under, said Rabobank analyst Vera Zelenay, for which consumers were willing to pay premium prices.
Ms Zelenay said demand overseas was growing: “In emerging markets, economic and population growth are expected to drive market volume growth.”
The report also suggested there was room to grow in the domestic market as well.
“Australia’s fruit and vegetable per capita consumption of 199kg per year is relatively low when compared to other developed countries such as Italy, with 298kg per year and New Zealand with 250kg per year.”
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