Australian Mango Export Plan - 2014 - 2017

Summary

The Australian mango industry produces 50,000 tonnes of fresh mangoes each season. Currently, between 4,000 tonnes and 5,000 tonnes are exported. Fresh mangoes are exported to a wide range of countries throughout the world. The top 4 export destinations account for 80% of exports. These are: Hong Kong, New Zealand, Singapore, United Arab Emirates.

The industry believes that the Australian mango industry has the potential to double exports over the next three years, if there is a focussed effort by industry, growers and exporters. Our export target for the 2016/17 season is 8,000 tonnes to 10,000 tonnes.

This plan describes 4 key areas of activity that will lead to increased export.4 key activity areas.

  1. Industry cohesiveness

  2. Supply quantity

  3. Market attractiveness

  4. Protocol improvement

To download a copy of the Australian Mango Export Plan - 2014 - 2017, please click on the link below:

Introduction

This plan was developed through a series of inclusive processes including 2 one day workshops held during mid 2014 which provided an opportunity for participants to discuss strategies and priorities for developing Australia’s mango export markets.

Workshop Outputs

The objective of the workshops was to “develop the framework and key components of the mango 3-year strategic export plan”, through:

  1. Working collaboratively to identify and develop opportunities;
  2. Achieving consensus in regard to the key opportunities;
  3. Developing and agreeing the most preferred solutions for delivering the opportunities; 
  4. Leveraging the expertise of the stakeholder group.

 Strategic Parameters

The plan identifies the key strategic parameters around which the opportunities should be developed, including:

  1. Product: While there are other varieties that may be exported, the focus for this plan will be on 4 varieties (R2E2, Kensington Pride, Calypso and Honey Gold) all of which have unique characteristics;
  2. Target market: Quality focused consumers that value a premium product;
  3. Channel (grocery retailers, food service etc.): Country dependent, dictated by where the target consumer (i.e. the premium buyer) shops;
  4. Region/Geography: Large population centres (in target countries);
  5. Timing (all or part of season): Whole of season, but leveraging the unique Australian supply window from October to December, and using January and February to focus on Asian tradition of gifting and Chinese New Year;
  6. Growth Tactics: (increase average weight of purchase (AWOP),increase penetration, increase frequency or purchase;
  7. Brand position (e.g. summer & fun): Australian Mangoes (taste of summer in winter);
  8. Internal Competition: Minimise internal competition though agreed structures and systems.

The plan maintains Australia’s priority for a ‘focused differentiation’ strategy that should be pursued rather than a ‘least cost’ strategy, with a focus on taste and look, and the distinctive varieties that Australia can supply.

Strategic Opportunities

The strategic opportunities identified and agreed during the workshop were:

  1. Supply Chain Collaboration/industry cohesiveness;
  2. Improvement of phytosanitary protocols;
  3. Assessment and Review of Market Attractiveness;
  4. Supplier engagement  to ensure there is an adequate quantity available for export
  5. Develop Quality Standards for Export (tailored for individual markets); and
  6. Promote Australian Mangoes as a Differentiated Offering.

The opportunities were prioritised based upon their Importance and urgency. The four most preferred opportunities were selected and solutions identified to address the opportunities (number 1 to 4).

Brief action plans have been developed for the most preferred solutions outlining the core activities that need to be undertaken, which are detailed below.

Opportunities numbers 5 and 6 were also raised (and supported) during an industry Domestic Strategy Workshop and therefore were not progressed further in order to avoid duplication since these have already been approved by the AMIA.

1. Supply Chain Collaboration/industry cohesiveness

Scope: Facilitate exporters and other stakeholders along the supply chain collaborating in order to support the development of export markets.

Activities:

  • Publicise role models and positive examples of collaborating businesses;
  • Regular export focused forums;
  • Support only collaborative projects;
  • Focus upon issues of common interest;
  • Demonstrate benefits of collaboration;
  • Working together to agreed pricing on a country by country basis; and
  • Share best practice from other horticulture industries.

2. Develop a strategy to improve protocols

Scope: Collate all information concerning protocols for all countries into a single definitive document that is continually maintained and updated. To include countries that currently have market access, those pending access and countries where market access is desired.

Activities:

  • Create a working group (facilitated by AMIA), including relevant specialists from government and industry to support the most preferred commercial opportunities for exporters;
  • Align with Opportunity #3 ‘Market Review by Country’ to ensure the right countries are prioritized and a targeted approach is adopted;
  • Ensure the interests of all stakeholders are aligned, and facilitate events where debate and consensus can be achieved and clear direction agreed; and
  • Review current protocols to confirm status by country, and identify and prioritize opportunities for further work/improvement (collate all information concerning protocols for all countries, including those that currently have market access, pending and desired)

 3. Supplier engagement

Scope: Ensure adequate quantity of supply for export markets through engaging growers (and other stakeholders).

Activities:

  • Identify key Australian businesses that currently export (build on current successes) and/or have an appetite to export;
  • Quantify the benefits of export supply, both financial and business diversification;
  • Develop and build grower/supplier testimonials to encourage a commitment by growers for export (i.e. planned supply), utilising regional grower meetings, the annual conference and other industry events;
  • Organize and facilitate specific export forums by region;
  • Conduct pre-season planning, through block registration in order to collate supply quantities (integrate with AMIA Crop Forecasting Project); and
  • Facilitate trade mission (integrate with Project 4: Market Attractiveness by Country).

4. Assessment and Review of Market Attractiveness by Country

Scope: Complete a strategic analysis to quantify the attractiveness by country, using cost-benefit analysis.

Activities:

  • Commission sector expert, to provide top line overview of metrics by country;
  • Complete customer profile by country, in order to understand individual market needs in regard to product quality and specification requirements by variety (use consumer insights to understand purchase triggers and barriers) and fit with Australian mangoes;
  • Assess the infrastructure status within each country and its appropriateness for supply of Australian mangoes, including cold storage, ripening facilities, distribution facilities and transport capabilities;
  • Calculate indicative supply volumes and supply windows required in order to ensure an impact within the respective market (to ensure the market is worth supplying in the first place);
  • Quantify the marketing support required for each proposed market, including cost, promotional mechanics and timelines;
  • Categorize countries into developed, new/emerging, protocol availability, and complete cost-benefit to understand the opportunity size of each market;
  • Provide a recommendation and prioritization of the most preferred markets based upon agreed criteria; and
  • Develop a process for ensuring the ongoing maintenance of the above information.

Activities

The activities planned to facilitate the activation of the export plan are tables below. 

 Supply Chain Collaboration/Industry Cohesiveness

  • Facilitate regional export forums in key regions ( NT and QLD) prior to start of season for supply chain stakeholders to meet
  • Investigate the advantages of joining Australia Fresh
  • Inform growers about export requirement benefits (quality and profit) and provide additional business tools to assist
  • Investigate industry 'endorsement' system for businesses
  • Post-season evaluation/de-brief meetings
  • Trade missions to targeted export countries and reverse trade missions of key buyers/importers from targeted export countries
  • Facilitate annual study tour for international customers to visit growers and farms
  • Investigate recording 'real picture' of season progress to show post-season, and for workshops etc.
  • Investigate models that encourage collaboration and alignment between competitor export businesses without compromising their business interests (horizontal alignment)

Protocol Development

  • Establish export protocol working group
  • Collate work plans
  • Ensure industry work plans are available to industry members and are regularly updated
  • Review current and potential protocols
  • Align market review by country

Market Attractiveness

  • Complete market attractiveness assessment
  •  Fine tune Australian Mango execution in 2 markets to be developed, and target stores within key retailers - Hong Kong and Singapore (Welcome, Park and Shop, and Cold Storage), showing quality displays - fruit quality, product handling an merchandising
  • USA trial including a collaborated supply chain

 Supply Quantity/Industry Capacity

Identify a list of current growers

  • Quantify the benefits of supply through the development of an Export Information Pack (including testimonials)
  • Conduct Export Forum by region
  • Pre-season block preparation and forecasting