Developing new markets

Activity 3 of the High Value Horticulture Value Chains in the Queensland Murray Darling Basin (QMDB) project addresses  the question:

“What domestic and international markets exist for potential horticulture production within the QMDB, at what price, quality and other parameters needed to access these markets for profit?”

Approach

To identify export and import replacement opportunities for horticulture a 3 stage methodology was used.

Milestone 1

  1. Identification of current Australian exports and imports of horticulture products and markets and assess potential on the basis of gross volume and compound annual growth rate (CAGR).
  2. Identification of new and emerging opportunities through consultation with Trade and Investment Queensland’s (TIQ) in-market staff and desktop research.
  3. Shortlist of top 15 imported and exported products and markets based on total value, volume and CAGR and consultation with TIQ’s in-market staff regarding emerging and potential opportunities.
  4. Primary and secondary research of the shortlisted products and markets from milestone 1, including assessment of market access, market size and growth and analysis of key competitors.
  5. The data was then assessed by a panel of staff from the Department of Agriculture and Fisheries and TIQ to compile a shortlist of products and markets with good potential.
  6. The final list of target countries and products then involved interviews with stakeholders including growers, Hort Innovation  and key industry associations.  This process identified the United Arab Emirates (UAE), Japan, Taiwan, Malaysia, Hong Kong/China and Philippines (citrus) as offering the greatest potential in the short to medium term.
  7. Based on steps 1 to 3 the project team decided to undertake further research and market development in the UAE, Japan and Taiwan as part of milestone 3.

Milestone 2

  1. Primary and secondary research of the shortlisted products and markets from milestone 1, including assessment of market access, market size and growth and analysis of key competitors.
  2. The data was then assessed by a panel of staff from the Department of Agriculture and Fisheries and TIQ to compile a shortlist of products and markets with good potential.
  3. The final list of target countries and products then involved interviews with stakeholders including growers, Hort Innovation  and key industry associations.  This process identified the United Arab Emirates (UAE), Japan, Taiwan, Malaysia, Hong Kong/China and Philippines (citrus) as offering the greatest potential in the short to medium term.
  4. Based on steps 1 to 3 the project team decided to undertake further research and market development in the UAE, Japan and Taiwan as part of milestone 3.

Milestone 3

Product profiles are being generated for current and potential opportunities for horticulture exports to Japan, Taiwan and the UAE.  The products selected are based on feedback from TIQ’s offices in Tokyo and Taipei, in-market feedback from the project leader obtained from his attendance at Gulfood, production and export capability, market access and statistics (milestone 1 and 2).

The list of products continues to evolve based on changing market access requirements and opportunities (e.g. recent opening of Japanese market for cucurbits) and feedback from in-market staff based in Tokyo and Taipei.

Reports

Further information

Read examples of innovative approaches in Queensland fresh produce.