The Australian table grape industry achieved its highest ever export volume and value in FY20 with 152,200 tonnes valued at $623 million.
Hort Innovation head of international trade Dr Penny Measham said, “When looking at table grape export figures over the past three years, volume increased by 47 per cent, while value increased by 67 per cent.”
China continues to drive export growth, taking up 42 per cent of total exports by volume, increasing by 12 per cent in volume and 25 per cent in value in FY20. However, South Korea has had a record year with 152 per cent year-on-year growth in volume, and 951 per cent growth over the last 2 years. The Philippines has also increased its share of exports with value increasing 29 per cent year-on-year.
Hort Innovation’s Taste Australia retail program builds a sustainable position for Australian horticulture in key export markets in Asia through a range of marketing programs and activities.
“The Taste Australia campaign launched at the peak of the COVID-19 global outbreak, with all markets impacted in some way,” Measham said. “As markets went into lockdown the retail landscape changed dramatically, shoppers were limited in stores and footfall dropped, with many consumers turning online for grocery shopping. Foundation activities such as in-store retail sampling and media launches were either impossible or reduced. The program pivoted to become more digitally focused, with an upweighting to social media, e-commerce, use of influencers and digital advertising to reach consumers in their homes.”
“The table grape success was underpinned by the production of high-quality fruit, being able to export some product prior to significant global disruption and the ability to sea freight product. Many horticulture products are now facing into a peak period of export with reduced airfreight capacity due to COVID,” Hort innovation general manager marketing and trade Justine Coates said.