Developing new markets
In the High Value Horticulture Value Chains in the Queensland Murray Darling Basin (QMDB) project, the range of in-market promotional and trade/investment work activities with QMDB irrigators and horticulture producers aimed at developing new horticultural markets for the QMDB conducted included:
- a Japanese and Taiwanese delegation inbound trade and investment mission
- two outbound/virtual trade and market development missions for QMDB agribusinesses
- a number of QMDB horticulture produce trial shipments to new overseas markets.
Trade and investment missions
A Japanese and Taiwanese delegation visited the Goondiwindi and Balonne areas of the region in May 2019. The mission delivered an improved understanding of the export market requirements, potential investment opportunities and business approach required for developing long-term and sustainable business relationships with overseas partners.
In 2020, due to the impact of COVID-19 on overseas travel, virtual horticulture trade and market development missions were held for QMDB horticulture producers interested in exporting horticulture produce. These interactive events connected QMDB horticultural producers with experts to discuss topics relating to Asian horticultural export markets and supply chains, including:
- eligibility and market access requirements of horticulture produce for each international export destination using the Australian Government’s ‘MICOR’ (Manual of Importing Country Requirements) system
- dealing with COVID-19 impacts when exporting, building and maintaining export relationships, and exporting best management practices
- details on air freight logistics from Wellcamp Airport
- horticulture market opportunities and requirements for the markets in Singapore, Korea, Japan and Indonesia from Trade and Investment Queensland
- a successful exporting story—Western Downs beef producer, Four Daughters.
Feedback was positive and strongly indicated that participants had increased their knowledge of the export process for horticulture produce, which was the aim of these virtual trade and market development events.
QMDB horticulture — trial export shipments
A number of trial shipments of QMDB horticulture produce were sent to Singapore and Hong Kong via Toowoomba’s Wellcamp Airport.
Trial shipments included kabocha (Japanese squash) and bulk vegetables including broccoli, celery, green cabbage, red cabbage and cauliflower.
Various QMDB producers were involved along with freight forwarders, logistics providers, importers and supermarkets.
Importers and supermarkets were generally very happy with the quality of produce and in some cases further shipments have been sent.
Of particular note were the bulk export trials of broccoli and cauliflower that demonstrated a simplified process and reduced costs by minimising packaging and labour resulting in products being more competitive particularly in price-sensitive markets.
Overall, the virtual trade and market development missions and QMDB horticulture produce trial shipments delivered an improved understanding of the export market requirements, potential investment opportunities and business approach required for developing long-term and sustainable business relationships with overseas partners for establishing new markets.
The associated monitoring and evaluation processes indicates a high level of learning and satisfaction from these project trade and market development activities for participants.
In 2016, a number of ‘developing new markets’ studies including some specific ‘product profiles’ were undertaken for the QMDB. Results of these studies are provided in the following reports.
- Activity 3: Developing New Markets – Milestone 1
- Activity 3: Developing New Markets – Milestone 2, Prioritising Products and Markets
- Product profile: Broccoli to Japan
- Product profile: Pumpkins to Japan
- Taiwan purchasing behaviours and drivers report
Read examples of innovative approaches in Queensland fresh produce.