It might have taken 100 editions to get there, but this milestone for Asiafruit Magazine coincides with a clear shift in focus among major fruit exporting countries towards Asia. In the very first issue of Asiafruit Magazine, printed in May 1995, global suppliers were talking about Asian markets as “the future”, and similar comments have echoed through the editions. All too often, however, the “talk” has not been backed up with “action”, or the commitment these markets demand.
While the world was aware of the East Asian miracle back in 1995, the shift of economic power from West to East didn’t appear so imminent or decisive as it does now. The Asian financial crisis in 1997 then saw the recession-hit South East Asian tigers become receptive to China’s rise as an exporter of apples and other easily stored produce at discounted prices. When Asiafruit Magazine celebrated its 10th anniversary in 2005, concerns were swirling around in the trade about China’s potential impact as a low-cost supplier to global markets. Since then, China’s economic boom has become so real that some trade sources are now asking whether global suppliers will have enough produce to feed the country’s future demands.
This economic power shift, coupled with global suppliers’ need to diversify beyond their traditional markets, is spurring the more decisive focus on Asia. Our Trade South Africa special in this edition offers a case study of a supplier that’s changing course, and it’s being joined by other heavyweights. At last year’s Asiafruit Congress, Ronald Bown, president of the Chilean Exporters’ Association, tipped Asia to become the largest market for Chilean fresh fruit within 20 years. That’s going to require a huge shift in focus for Chile, not least as Asia makes up just 10 per cent of its exports right now. It’s going to mean transforming the way it operates, from the varieties it grows to its trading methods. And the same goes for other exporting countries. The shift among global export giants towards Asia will also see big changes in the marketplace. For instance, one of the traditional attractions of these markets is their fixed-price trading system, but volume pressure may give rise to more consignment-selling in the future.
As we hit 100 editions at this tipping point for global suppliers to Asia, we must remember that these markets epitomise the saying ‘easier said than done’, but it’s clear our next 100 issues will be ‘action-packed’ as the ‘market of the future’ becomes a reality.
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