Piñata Farms’ Rebecca Scurr says quality and consistency are
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Consistently better berries will be key to Australia’s berry breakthrough
LETTER FROM THE EDITOR
Growing for flavour
Australia’s berry industry is in a state of expansion. Blueberries look to be on the cusp of gaining access to key Asian markets. Demand for raspberries and blackberries is on the rise. And we’re seeing exciting improvements in genetics across the sector, including machine-harvestable Ozblu varieties and premium offerings from major players like Driscoll’s and BerryWorld.
But as our interview with executive director of Berries Australia, Rachel Mackenzie, (p14-15) shows, these are still early days for the sector. While preparing for future exports is a big focus, Mackenzie says it remains important for Australian growers and retailers to meet consumer expectations on quality and encourages the industry to build out premium niches within the domestic market.
The consumer experience is a key theme in our cover feature (p12-13) too, where Piñata Farms shares its cross-generational commitment to growing for flavour. Sales and marketing manager, Rebecca Scurr, explains why maintaining a highquality offering is key to category growth as she calls on the industry to invest in improved genetics and processing to deliver better berries more consistently.
And it’s worth the investment, as our interview with United Exports founder and executive chairman, Roger Horak underlines. Even as cost-of-living pressures rise worldwide, Horak says consumers in key markets such as the US are still willing to pay for top-quality berries provided they meet expectations (p18-20).
Growers are doubling down on quality elsewhere in the edition as well. Prima Fresh has introduced a new pre-packed line of high-Brix, sweet-flavoured apricots (p48). Montague Farms has upgraded its operations to enhance its offering (p47), and Ardgour Valley Orchards has launched the Temptation Valley brand featuring specialty apricot varieties from the NZsummer series (p50).
As consumers home in on quality and flavour across all fresh produce categories, it’s encouraging to see Australian growers are rising to the challenge. n
editorial director John Hey +61 3 9040 1602 john@fruitnet.com
commercial director Ulrike Niggemann +49 211 99 10 425 ulrike@fruitnet.com
managing director Chris White +44 20 7501 3710 chris@fruitnet.com
DESIGN
Simon Spreckley Qiong Wu Mai Luong Asma Kapoor
CONTRIBUTORS
Yuxin Yang
FRESH BITES
Need a bite-sized guide to what’s new in the Australian and New Zealand markets? The team rounds up the latest news and views from the industry.
HORT INNOVATION DEVELOPS A$60MN VENTURE FUND TO BACK START-UP SOLUTIONS
As Australian fruit, vegetable and nut growers face challenging economic conditions and a drop in consumption, Hort Innovation has announced it will activate A$60mn of investment into early-stage start-ups to drive positive change.
Through a partnership with Artesian, a leading alternative and impact investing firm, the new Hort Innovation Venture Fund will back promising startups whose concepts and prototypes have the potential to make a tangible impact for industry.
The Hort Innovation Venture Fund is the first new fund to be rolled out through Hort Innovation Frontiers, which will invest A$500mn over the next ten years to tackle horticulture’s major challenges.
Hort Innovation chief executive officer Brett Fifield said now more than ever, it was important to improve productivity and elevate the profile and accessibility of Australian-grown fresh produce locally, and worldwide.
“The Australian horticulture industry is facing unprecedented challenges - high production costs, labour issues, extreme weather impacts to name
a few,” he said. “On top of that, Australian fruit and vegetable consumption dropped by up to eight per cent to June 2023, compared to the year before.”
According to Fifield, the partnership with Artesian aims to build investments in innovation and create a flexible investment framework to accelerate R&D.
SCALES CORP SAYS SHARES ACQUIRED BY COMPANIES IN NZ AND AUSTRALIA
Andy Borland, MD of New Zealand’s largest apple exporter Scales Corp, says a “change in strategic direction” prompted its largest shareholder, China Resources Enterprise (CRE), to sell off its 15 per cent stake and exit the company.
CRE’s decision was announced via the NZ Stock Exchange and came eight years after the Hong Kong-based group invested around NZ$56mn. Shares have been purchased by investors in New Zealand and Australia.
NZ APPLE AND PEAR REVENUE TOUCHES NZ$2BN
A new report on the economic contribution of the New Zealand apple and pear industry has revealed the industry has contributed almost NZ$2bn of total revenue impact to the national economy in the last 12 months.
The report, conducted by MartinJenkins, cited productivity gains, innovation and investment into high-value plantings as contributing factors.
RIJK ZWAAN BUILDS NEW SEED PRODUCTION CENTRE
Commercial greenhouse developer Van der Hoeven Horticultural Projects and seed breeder Rijk Zwaan have embarked on the construction of a new seed production facility in Australia.
The centre, which is located near Melbourne, will produce a range of hybrid seeds that will then be shipped to Rijk Zwaan in its home country the Netherlands for processing and sales.
According to Van der Hoeven, it will feature both traditional and semiclosed greenhouse technologies designed to ensure optimal cooling and pest control.
ORCHARD SYSTEMS 2025 SYMPOSIUM COMES TO NEW ZEALAND
Growers and industry representatives have been invited to attend The 13th International Symposium on Integrating Canopy Rootstock and Environmental Physiology in Orchard Systems (Orchard Systems 2025), which will be held in Napier, New Zealand, on 19-24 January 2025.
This international symposium attracts world-leading researchers, extension specialists, industry technical representatives and growers of temperate, subtropical and tropical fruit crops, many of whom will present their current research.
SOUTH AUSTRALIA OPENS FIRST TOBRFV TESTING FACILITY
South Australian growers can now test for Tomato brown rugose fruit virus (ToBRFV) without sending samples interstate.
A South Australian-based testing laboratory at the Waite campus of the University of Adelaide has now commenced testing for the virus – a significant next step in the state’s ongoing response to managing the disease.
The testing will be managed by the South Australian Research and Development Institute at its molecular diagnostic centre, providing growers the ability to meet protocols and continue interstate trade.
BANANAS BUY FREE GYM ENTRY
For National Banana Day on 16 October 2024, Australian Bananas launched Banana Gym Pass: a new marketing campaign providing Australian consumers access to free gym sessions.
Gym goers could present a banana as their Banana Gym Pass and access a free workout at over 350 participating gyms across the country.
PEOPLE
SHANE KINGSTON NAMED COO OF T&G APPLES BUSINESS
Shane Kingston has been appointed chief operating officer of T&G Global’s apples business, less than 12 months after joining the group in January 2024 as director of international sales and marketing.
Kingston (pictured right), who formally started the COO position on 1 November, is now overseeing the entire value chain for T&G apples. This includes growing and quality control, post-harvest, sales and operation planning, supply chain and global sales and marketing across more than 60 countries.
“It’s an exciting time to be in the pipfruit industry,” said Kingston on taking up the COO role.
“With the combination of our great brands such as Envy and Jazz apples, world-class growing and postharvest systems, and a fantastic team, we’re well-placed to realise T&G’s ambitious growth plans.
“The establishment of this new role is just one of the ways we’re positioning our apples business for continued success and ensuring we can meet growing
global consumer demand for our premium brands.”
Before joining T&G, Kingston worked across several different roles at Diageo, including global commercial performance director,
IFPA ANZ MANAGING DIRECTOR BEN HOODLESS RESIGNS AFTER TWO YEARS IN THE ROLE
The International Fresh Produce Association Australia and New Zealand (IFPA ANZ) has announced it will embark on a search for a new managing director to take the association into an era of growth, following the resignation of Ben Hoodless.
Hoodless (below) has been in the role for almost two years and will continue with IFPA ANZ to transi-
tion the new managing director.
IFPA ANZ chairman Richard Byllaardt said Hoodless had been a long-time supporter of the IFPA ANZ and is passionate about its ability to leverage its network and global reach to have a positive impact on the Australian and New Zealand fresh produce and floral sectors.
“Ben volunteered on the board for four years and was chair before assuming the role of managing director,” Byllaardt said. “During his tenure, IFPA ANZ has experienced significant growth.”
Hoodless said he remained committed to IFPA ANZ and the industries it represented and was excited for the future of the association under a renewed leadership.
based in Singapore. Most recently, he was general manager of sales, marketing and outbound logistics at Alliance Group before joining T&G as director of international sales and marketing.
AHT UNVEILS NEW CHAIR CAMERON CARTER
Australian Horticulture Trade (AHT), the peak industry body for Australian horticultural exporters and importers of fresh produce has announced the appointment of Seeka Australia’s Cameron Carter as the organisation’s new chair.
Carter takes on the role from Joe Saina, who is stepping down after more than 20 years on the board including five years as vice chair and six years as chair.
AHT chief executive Lesley Shield said Carter had been involved with the organisation for a number of years.
Carter thanked Saina for his contribution and AHT would continue its advocacy for industry under his leadership.
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MONTAGUE FARMS sets out on NEW PATH
Formed from the merger of Montague and Pomona Valley, Montague Farms is set to leverage the scale, legacies, and expertise of the combined businesses to deliver a better offering for customers.
by Liam O’Callaghan
In November 2023 Ontario Teachers’ Pension Plan (Ontario Teachers’) and its Australian agriculture subsidiary AustOn Corporation
announced a strategic partnership with leading Australian growerpacker-marketer Montague. As part of this partnership,
BELOW—CEO of Montague Farms, Scott Montague
OPPOSITE—A new Unitec stonefruit line is being added to Montague Farms’ packhouse in Narre Warren North
Pomona Valley – a subsidiary of Ontario Teachers’ formed from four family-owned orchard businesses in Victoria's Goulburn Valley – acquired a majority equity interest in Montague. The deal would also
see the two businesses merge. Scott Montague, CEO of the merged operations, sat down exclusively with Produce Plus to discuss the opportunities the change will bring.
The merger was first announced in 2023. How has the process been tracking and what does the combined business look like now?
Scott Montague: The Montague and Pomona Valley merger was officially completed on 14 June 2024 and the combined businesses will now operate under the Montague Farms name.
There's been a lot of work in integrating the two businesses, all while maintaining our focus on our customers, but it has led to a lot of positive change so far.
Montague Farms has around 1,000ha of fruit under production made up of mainly stonefruit, apples and cherries. The majority of this is existing production across the two operations but we do have more plantings of cherries coming on which will represent a major entry into the cherry world.
What drove the decision to merge the two companies?
SM: Life is about timing, and this opportunity came at the right time. There is going to be a lot of change in Australian horticulture. I think we’re going to see some rationalisation and consolidation. Merging the businesses allows us to leverage scale, reduce cost and have long lines of fruit for our customers all while being supported by investors with a long-term horticultural vision. This provides security for our people, our suppliers and our customers.
cant family legacies. How have you been able to maintain the expertise behind these operations?
SM: We went through a process where we involved all the key stakeholders in the business to under-
our packhouse in Narre Warren North with room for growth which we have now fulfilled. We have a new Unitec stonefruit line going in to help as well.
We’ve now got the opportunity to put longer lines of fruit into our brands where we can control the consistency of the product by bringing all fruit through one packhouse. Part of our strategy over a period of time
stand how we wanted to recognise the legacies at Montague and in the Goulburn Valley, yet move forward with something new, with the two businesses working together as one to deliver operational excellence.
There’s been an opportunity to learn from the different histories and different areas of knowledge and put it all together on a larger scale. We can now share that experience across all parts of what is now a geographically diverse business and maximise our facilities and plantings.
It’s been exciting for everyone because we understand this opportunity offers a secure future in horticulture, particularly at a time when costs are rising.
What other advantages does the scale of this new operation bring?
will be to become more vertically integrated which gives us more control.
The industry is going through challenges, particularly around costs, and we have to focus on what we can do to reduce costs and maintain control over key inputs. There's an increased focus on compliance, traceability, food safety and ethical sourcing of labour, especially when you manage brands and have direct-toconsumer contact.
That's what customers expect, that's what consumers expect, and they don’t necessarily want to pay more for it, so you have to diffuse some of that with increased volume and scale.
Technology will help, but the pace of change is slow. There is robotics in packing but not enough in field for tree crops and it will take time to make sure when you plant a new variety it is set up with robotic picking in mind because the labour issue is not going away.
We will also continue to work with supply partners that we've worked with for a long period of time. We have more sales than production, so there's always an opportunity to work with people who are like-minded. Australia is so big, so we still want to have some localfor-local where it makes sense.
SM: We have been able to leverage the scale immediately. We built
Will we see your longstanding brands maintained under Montague Farms?
The merger brought together a number of businesses with signifi- s
SM: Montague Farms will act as the master brand, but we probably won’t use it in the consumer space. We’ll continue to work on the investment we’ve already made in our existing brands, Montague Tree, Croc Eggs, Nectara, and Jazz and Envy in the Australian market. We’ll put our cherries through the Montague Tree brand to start with. We might look at a new brand for that down the track but for now we’ll continue to capitalise on the success of our existing brands.
We now have the opportunity to put longer lines of fruit through these brands. Back when we started Montague Tree the idea was to have a brand in the Asian market for 12 months through different portfolios.
What opportunities do you see for growth across your portfolio?
SM: We see a lot of opportunity in summerfruit. We see the apple world as largely mature particularly in Australia where there is little opportunity for export. There are still a lot of immature stonefruit plantings in the Goulburn Valley with our joint ventures and they’ll only hit full maturity in 2030. So that’s growth that has already been invested that will be realised in the next five years.
Then we’ll analyse each of the commodities we're in to see where they fit, where there are niches, where there are renovations of varieties in and out, all done with the consumer in mind.
How do you see the domestic market for stonefruit developing?
LEFT—Montague Farms wants to make summerfruit part of the Australian barbecue experience
SM: We have to continue to drive consumption in summerfruit because the category in particular areas – such as apricots – is struggling in Australia.
How do you market to a younger generation and encourage people to enter back into the category when you’ve got other competitors within fruit, let alone FMCG?
What Montague Farms is focusing on for summerfruit is occasions, which we don’t really have in Australia.
We want to own an occasion and we’re trying to be aligned in an approach around summer barbeques. Our goal is to make summerfruit an essential part of the Australian barbecue experience.
The evidence on cherry sales is the only occasion is really Christmas, and stonefruit is an impulsive buy so how do you get people to put summerfruit on the shopping list?
The lamb industry had success creating a similar occasion so if the industry can get aligned on messaging we can get summerfruit on the list.
Then you have to back it up with quality and IP, that is where control over our vertical supply chain comes in. It will be our IP packed in our packhouse and sent to our customers. That will help with messaging, particularly with a brand like Nectara where we are trying to educate consumers about the different types of nectarines, which is an exciting piece.
What opportunities do you see on the export front?
SM: We’re still only so short in terms of our stonefruit access into China. It’s been seven or eight years and it takes a lot longer than that to fully develop a market. It’s feeling like Australia is starting to get it right for stonefruit in China, which sets us up for future growth.
It’s all about firmness, sugar and size and we’ll be able to provide an even more consistent product with our scale now.
Nectara will also help with teaching international consumers about the attributes of the different types of nectarines, which is crucial when accounting for different tastes across different markets.
Vietnam offers an opportunity for plums, so we’ll look to grow Croc Eggs there. Again, we will focus on getting the brand and the fruit right, but it will be nice to diversify our customer base.
For cherries we’ve got some key existing relationships we can grow with. China is a natural market, but you do have the challenge of fumigation, and competition from Chile but airfreight provides an advantage. Being able to service China with irradiated fruit would be ideal, but we can do it into Vietnam. We also have strong connections in Hong Kong and South-East Asia like Singapore and Malaysia.
China may grant access to Australian apples soon, which might be a good opportunity for some of the industry growing varieties specifically for export. We already send some fruit to China now via T&G and its global brands like Envy. There is interest in Yello which might be an opportunity, but there are still niche markets like the Asian community in Australia that are not being fully serviced.
The major focus of the apple and pear industry is obviously Pink Lady. There is an oversupply situation here in Australia and APAL controls the licence in China. n
Seeka forecasts record earnings
Company expects full-year earnings between NZ$21mn and NZ$25mn, up from a loss of NZ$21mn in 2023.
by Bree Caggiati
New Zealand fruit grower-marketer, Seeka, has lifted its forecast full-year earnings guidance to a record profit (before tax) of between NZ$21mn and NZ$25mn. This is up from a previous 2024 forecast of between NZ$17mn and NZ$21mn.
The forecast range compares to a loss of NZ$21mn over the 2023 financial year.
According to Seeka, the improved
forecast reflects its clear strategy, excellent fruit quality and performance, and improved efficiencies and margins across the business.
Alongside the second guidance upgrade for the year, Seeka’s board has also declared a dividend of NZ$0.10 per share.
The full-year dividend is normally paid in April. However, this year the full-year dividend is set to be paid on 20 January 2025 to provide a
quicker restoration of dividends and provide an earlier return on investment to Seeka’s shareholders.
Michael Franks, Seeka chief executive, said the company had achieved a good year. The guidance range indicated record operational earnings for Seeka, and key covenant ratios were well within their long-term range. While there is a drive to continue to reduce debt, he added, the company considered a distribution to shareholders appropriate.
When Seeka’s interim results were announced in August, Franks said strong kiwifruit seasons in New Zealand and Australia had contributed to the company’s strong results.
“Following two challenging seasons, kiwifruit volumes have rebounded with Seeka handling a record 43mn Class 1 trays for New Zealand growers. Fruit quality is excellent, and international market demand remains strong,” said Franks.
“Along with its post-harvest business, Seeka also grows and sells fruit in New Zealand and Australia. In New Zealand, our orcharding business grew 17mn trays, a 53 per cent increase on 2023, and production from our Australian kiwifruit orchards was up 164 per cent.” n
Consistency key to category growth
Piñata Farms sees growth potential for Australia’s berry category, calling on industry to commit to higher quality fruit, improved cold chain processes and a better retail offering.
by Bree Caggiati
From its beginnings, Piñata Farms has prioritised quality and flavour.
The fourth-generation familyowned business was instrumental in the growth of Australia’s pineapple industry when brothers Gavin and Stephen Scurr brought two MD2 variety pineapple tops home from a pineapple conference in Hawaii.
“They brought them in, quarantined them, and they became the basis of the hybrid pineapple industry in Australia now,” says sales and marketing manager Rebecca Scurr.
“Before then, most of Australia’s pineapples were Smooth Cayenne variety which was canned.”
In the early 2000s, Piñata expanded its offering beyond pineapples to integrate strawberries, Honey Gold mangoes and later raspberries into the mix.
“My family’s passion has always been around great eating fruit,” Scurr says.
VARIETAL DEVELOPMENT
In 2018 Piñata entered into a joint venture with global varietal marketer and developer, BerryWorld, to create the BerryWorld Australia entity.
Piñata is currently solely responsible for testing new BerryWorld varieties under Australian conditions.
“What we wanted to do was use
our growing expertise to work out how to grow the BerryWorld varieties best in Australian conditions, and then go to the market, to third party growers, to say this is why they're spectacular, and this is how to grow them,” Scurr says. “It’s one thing to have an amazing variety, but fruit is finicky, especially raspberries, you have to know exactly how to grow that particular variety.”
Of the BerryWorld genetics, Piñata currently grows Diamond Jubilee raspberries and Sweet Eve strawberries, with others in the pipeline.
“There's a pretty significant BerryWorld breeding programme in Spain, and that's the most similar climate to us here, where they grow winter berries,” Scurr says. "Viva is one that we trialled this year on the Sunshine Coast and that went really well. The flavour was unbelievable with a more traditional summer berry look.”
But trials don’t always lead to commercial production.
“We’ve had really amazing eating varieties for a long time. We have just really struggled to make them yield even close to viable during the winter season,” Scurr explains.
“It’s extremely rare that the highest yielding crop would be your tastiest crop – they don't really seem to go hand in hand – and we grow for flavour, we won't grow something if it
doesn't eat amazingly. But, it also has to be commercially viable.”
FOOD CHAIN
While genetics are evidently important, Scurr says it's only one of the contributing factors to producing quality fruit.
“Our philosophy in everything we do is not to be the biggest, but it is to be the best and it is to lead the way in quality and in variety development,” she says. "But one thing we're really, really passionate about on berries is the supply chain process.”
Piñata Farms is currently the only Australian berry producer that uses heat sealing in its packaging process, according to Scurr.
“There's a couple of really big benefits to heat sealing,” she says. “One is there's immediately 30 per cent less plastic per gram of fruit.
ABOVE—Piñata Farms has been growing raspberries since 2015
OPPOSITE—Sales and marketing manager, Rebecca Scurr at Piñata Farms' Wamuran site
We need to make it easier for customers to be able to decide what they want
The other one is that, in the field, you're picking them into an open punnet and then they're straight into a quick-chill cold room.”
By packing into open punnets heat can escape as it moves to the packing shed and through the blast chiller. This type of chiller can get fruit from field temperature (sometimes over 30oC) to below 10oC in approximately 20 minutes.
“We don’t do our second quality check, heat seal, metal detect or check weigh on any punnets until they are below 10oC,” Scurr says. “That is the biggest thing we can do for longevity in the consumer’s fridge. [Piñata berries] may not look any different [to another grower’s] today, or even tomorrow, but they will absolutely look different five days from now.”
Scurr says she wants more Australian growers to take up the same cooling process.
“I would love everybody to go into a store and be able to buy a BerryWorld raspberry and have a really amazing experience,” she says. “In reality, we don't grow enough to have our raspberries in every single supermarket fridge in Australia. But if I know that people are going in and having an amazing experience with any raspberry, that's amazing for our category.”
RETAIL OFFERING
When comparing the Australian retail offering to other more mature, markets overseas, Scurr says there is still potential to refine the berry offering in-store.
"We need to make it easier for
customers to be able to decide what they want to buy once they are in that buying stage,” she says.
“If I'm a Lindt chocolate buyer I know it looks the same every week. It's not 150g sometimes and 175g other times. It's not sometimes packaged in foil and sometimes in paper. It's always the same. It makes the item so easily identifiable and unquestionably consistent.”
She sees value in organising the berries into defined categories catering to different purchase requirements: a standard pack, a larger pack and a more premium offering. This would mean a more consistent experience for shoppers and could potentially raise the quality standards of the entire sector.
FURTHER GROWTH
The berry category has already come a long way in Australia.
“When I was a child – which wasn’t that long ago – you couldn’t even buy raspberries in the supermarket,” Scurr says.
Since then, varietal development, growing techniques and technological enhancements have all pushed the category into the spotlight.
“We're better at varieties, we're better at offers, but we’re not all the way there yet,” Scurr says.
“[We as an industry need to] commit to the quality, commit to the cooling, commit to not cutting corners. Because when somebody has a bad experience with a strawberry or a raspberry, especially as people's wallets get squeezed, [they’ll just move on].” n
Big opportunities beckon for berries
With blueberries close to clinching access to key markets in Asia and a lot more room to develop the domestic berry offering, executive director of Berries Australia Rachel Mackenzie discusses the exciting times for the industry.
by John Hey
How do you see the current state of the berry category in Australia?
Rachel Mackenzie: We're in a state of expansion, particularly for blueberry and rubus production. Western Australia is becoming a significant player, and growers are looking to move to new climatic regions to spread risk and tap into crucial market windows. Blackberries are becoming increasingly popular as the genetics have really improved and the quality is excellent. Australian consumers are spoiled for choice. However, we need export markets to ensure we don't have overproduction at certain times of year.
What are the key opportunities and challenges facing the Australian berry industry?
RM: In terms of opportunities, we've got great quality rubus and blueberries available most of the year. We have heaps of export potential for blueberries and strawberries into Asia due to our proximity, although we have some challenges with market access. Some of the new locally-bred varieties that are coming through for Queensland strawberry production have really nailed the flavour profile – and that's exciting.
Turning to challenges, besides the oversupply issue during peak periods, climate change – which is making the weather more unpredictable, just makes growing more challenging. Cost of production, particularly labour, is a big issue. Our berries are still almost entirely hand-picked, and that means anything that increases the cost
of labour massively increases our growers’ costs.
One of the challenges most of horticulture or agriculture is facing is around social licence and consumer perceptions of the industry. So our challenge is to make sure consumers and community members understand we are ethical producers, that the food safety standards exist and are stringent, and also that we’re looking at things like how to manage our plastic waste, how to reduce our carbon footprint, how to reduce water usage, and off site impacts – all of those things.
What are the most pressing priorities for each of the core berry categories: blueberries, strawberries and rubus?
RM: For blueberries, it’s export,
ABOVE—Executive director of Berries Australia, Rachel Mackenzie
LEFT—Sweeter blackberry varieties hold potential in Asia
OPPOSITE ABOVE—
The blueberry industry is close to securing access to Vietnam
We need to look at a ‘good, better, best’ model [in the domestic market] so we can lift grower returns
such fantastic quality production here and our high standard is globally recognised. Some of the varieties we grow are considered the best in the world.
We need to really focus on those premium niches in the domestic market too. We must ensure consumer expectations around quality are met all year round.
With strawberries, we grow great fruit at certain times of year, but the customer has no way of differentiating between varieties. We are seeing the introduction of premium varieties from Driscoll’s through the Sweetest Batch and Perfection Fresh premium range. As an industry, we need to move away from a commodity supply model, and really look at a ‘good, better, best’ model so we can lift grower returns. We need to start educating consumers that if you pay a bit more, you might get a lot more. If you look at the US market, premium berry lines have been so much more successful than anyone anticipated.
The industry launched a ‘whole of berries’ marketing campaign last year. How do you see that approach enhancing demand for berries among Australian consumers?
RM: Ultimately, we want to be competing with other product lines as opposed to competing within the category. We want consumers to see berries as a category, and to really enjoy mixing and matching their berry types, building the profile of the category.
We're fortunate in that berries are very attractive. They're often at the front of the supermarket. They're eye-catching, so marketing them as a collective has had a lot of support and benefit. You can't evaluate the effectiveness of a marketing campaign after one year in any meaningful sense. The easiest way to sell berries is to drop the price. But what we want to do is maintain the price point and still sell berries. I'm optimistic this model is a good model.
export, export and export. We’re really focused on getting access to protocol Asian markets. We are currently negotiating with both China and Vietnam so we are optimistic about the future. It feels like blueberries have been teetering on the brink of getting new market access for some time, and hopefully it is on the near horizon. Opening new markets will be a game changer for the blueberry industry. We have
In terms of rubus, on the domestic front, we need to increase market penetration. The growth has been phenomenal, but we still have the capacity to lift penetration in Australia, and part of that is around consumer education. We are not going to be able to drop the price, so we need consumers to really value the product. We need to also look at ways of managing production costs, and also consider export as a longterm goal. When we talk about the ten to 15-year horizon, we’re only at the beginning of that journey with rubus. We’re quite excited about the opportunities for blackberries because the varieties we’re growing in Australia are really sweet and attractive to Asian palates.
The next iteration of the industry’s trade and market access project started this year. How do you hope to see Australian berry exports develop over the coming years?
RM: We’re starting from a low base of 3 per cent of production going to export, so even a small increase would make an enormous difference to the overall sustainability of the industry. The markets we’ve identified under the trade and market access project have helped the industry to focus its efforts because we’ve taken a data-driven, strategic approach to growing our export opportunities. We have a presence on the ground in Asia with Jesse White, who is bilingual (English-Chinese). He has been invaluable in helping us understand the Chinese market better. So yes, the industry has invested enormously in being ready, and we just feel like we’re knocking on the door. There are some really big opportunities just around the corner. n
Berry breakthroughs on show at BerryQuest
Tasmania hosts four-day event featuring farm tours, a conference and trade show with international speakers, workshops, and networking opportunities.
by Liam O’Callaghan
BerryQuest International, the premier conference for the Australian berry industry, returns in 2025, taking place in Hobart on 24-27 February.
The four-day event includes two days of farm tours and a two-day conference and trade show hosted at the Wrest Point Hotel Casino. The jam-packed programme will showcase the latest innova-
tions including growing techniques, research, packaging, export development, biosecurity, labour and marketing.
Headlining the conference and trade show is keynote speaker Rachael Robertson who brings a unique and inspiring perspective to leadership, drawn from her extraordinary experience as the second female to lead an Antarctic expedi-
tion to Davis Station.
Her keynote at BerryQuest International 2025 promises to deliver practical, inspiring content for attendees seeking to enhance their leadership skills in the everevolving berry industry.
Robertson is widely recognised for her down-to-earth and engaging approach, sharing real-world leadership lessons gained during her gruelling, year-long assignment in one of the planet’s most hostile environments.
“Rachael’s experiences in Antarctica provide valuable lessons for today’s business leaders, particularly those navigating the complexities of the global berry industry,” says Rachel Mackenzie, executive director at Berries Australia.
“Her approach to leadership will resonate with anyone looking to drive innovation and maintain resilience in an ever-changing market.”
Joining Robertson as a keynote speaker will be Mike Knowles, managing director of Fruitnet Europe. His address 'What’s next for the global berry business?' will provide an in-depth look at the latest trends and challenges that are going to shape the international soft fruit market in the coming years.
The expansive content offering is set to provide fresh insights for the berry industry across a range of key topics.
A series of international speakers will provide a global perspective on ag-tech, automation and business sustainability.
Renowned experts in pollination share the latest research in alternative pollinators and breakthroughs in integrated pest management.
Retail-focused sessions will touch on e-weights, how improving traceability in supply chains can reduce business risk and a showcase of the industry-first Berry Basket marketing campaign in 2024.
The Berries Australia export team is also set to talk about the art of doing business with China as well as what market access breakthroughs are just around the corner.
Farm tours are on offer over two days: on 24 February, the northern tour starting in Launceston will take in Driscoll’s state-of-the-art plant propagation facility in Perth; Hillwood Berries and its cutting-
Real-time worker productivity reporting Mobile, cloud-based, with an offline app Harvest inventory with traceability
Supports produce packed in field
Weigh in field or in the shed
Block cost reporting
Pay run calculations and export to payroll
Meet overtime and minimum wage obligations
edge technology; finishing with a picking and packing demonstration and Reid Fruits’ Cravo retractable tunnels on the way to the tour’s endpoint in Hobart. The southern tour on 25 February will stop at Piñata Farms, Willie Smith’s Apple Shed, R&R Smith’s organic apple orchard and Hansens Orchards’ state-of-the-art packing facility before returning to Hobart.
With a trade show featuring over 60 exhibitors and networking opportunities each evening, including the Gala Dinner & Awards night, this conference will have something for every berry grower.
To register visit bit.ly/BQI25 and secure your tickets for this industry-leading event. n
LEFT—(Top to bottom) Rachael Robertson and Mike Knowles headline the speaker lineup at BerryQuest International 2025
www.abcsoftware.com
Quality and genetics propel blueberry sector
Roger Horak, founder and executive chairman of United Exports, says its Ozblu varieties continue to gain ground in the blueberry industry, with machine-harvestable genetics making high-cost labour markets more manageable while early and late varieties support near 12-month supply.
by Yuxin Yang
United Exports is doing exceptionally well in the global market with its Ozblu products. Where do you see future growth opportunities?
Roger Horak: I believe the biggest growth opportunities, in terms of production, will likely be in Peru and Mexico, where there is still huge growth potential for us. Additionally, we continue to push towards complementing our supply in the Northern Hemisphere. I think China will become a significant production area for us; we already know our varieties are very well
received there. Once we have completed our preparation, such as plant rights registrations, finding the right local partners will be key.
In terms of markets, we are split between the US and Asia – both of which are very strong markets. The size, firmness, and flavour of our blueberries do especially well in both regions.
So, from an expansion
perspective, those will probably be our major focus.
Have you seen consumer trends for blueberries change in recent years, particularly in Asia as the blueberry category continues to grow in popularity?
RH: It's the same trend that I think everyone is familiar with. If you look across the entire Asian market, what do consumers want? They want blueberries that taste good –firm, crunchy blueberries. That’s the top priority. And if you can add size to that, it obviously takes the product to the next level. If you add a nice bloom, that elevates it even further. We’re definitely seeing demand for these qualities expanding. Of course, there are many other varieties that are catching up, and I think the overall blueberry quality of what's being offered is improving, which is good for everyone.
We're seeing a lot more jumbos, and even super jumbos, becoming more widely available, which provides consumers with a more diverse selection. This variety of options will likely help grow the category further. Blueberries are a great fruit, and this broader range of choices only enhances their appeal.
Varieties are a key strength for United Exports. What are some of the key characteristics you are seeking in future varieties you are developing?
RH: We're always working towards improving our offerings. We've expanded the range of varieties we've planted, all of which are sold under the Ozblu brand. Our primary focus is on yield and production because it all starts at the farm level. If farmers aren’t making money, no one will continue planting blueberries. So, we begin by ensuring the yield is viable. Firmness, flavour,
and size are already a given – those are standard. But the key is whether the yield from these varieties is sufficient to make them economically viable for farmers. We’ve already diversified by developing super-early, early and late varieties to complement our mid-season varieties that can be grown in a single suitable location and produce Ozblu blueberries almost 52 weeks a year. This is quite unusual. It wasn’t always necessary, as most regions had specific windows they focused on. For instance, when we started in Peru, the main focus was from August to December. Now, there’s demand from May all the way through to January, and honestly, I think we could grow in Peru year-round. There's a great opportunity here because as long as the fruit quality remains high, the market is mature enough to handle it. If we can deliver quality fruit 12 months of the year from Peru, it presents a significant opportunity. We’ve got variet-
When people get a good product at a fair price, they’ll buy it again. We’ve seen this.
ies that support this, so now it’s about expanding and planting more of them.
The same applies to Australia, Europe, and other regions. We also have a range of varieties that can be machine-harvested for fresh. We’ve already started producing these in Australia, with farms specifically designed for machine harvesting. It’s going to take continued investment to prove these models, and we've been doing this in Australia and are seeing significant growth potential. This trend is expanding into the US as well, where labour costs are also too high to rely on hand harvesting. We see this as a huge opportunity for growth in developed countries.
Around the world, local production is key, and for that to succeed, it must be economically viable. That’s the problem we’re solving. s
OPPOSITE—Roger Horak, executive chairman and founder of United Exports
LEFT—Improved taste, texture and size are driving blueberry sales in Asia like other markets
With consumers around the world facing cost-of-living pressures, do you think the price point of premium fruit like blueberries could hinder further growth?
RH: I definitely think there’s an opportunity to automate production and reduce costs, which could positively impact the price point you can achieve. But in my opinion, as long as you’re selling a good product – like an Ozblu product –our experience shows that people are generally willing to pay for it because they know they won’t be disappointed. Where consumers get upset is when they pay for something that doesn’t meet expectations, like when the fruit is soft, mushy, or low quality. That’s not value for money. However, when people get a good product at a fair price, they’ll buy it again. We’ve seen this. If you look at inflation, particularly in the US, it’s been at its highest in years, yet our blueberry prices are also the highest they’ve ever been, and consumption continues to grow. So, for us, at least, this indicates that people will keep buying a product if it’s good.
How is the current Australian season going for United Exports? How do you see the overall state of the Australian blueberry industry this season?
RH: In addition to United Exports’ two production sites north of Perth, we have a new farm at Capel, 200km south of Perth. Fruit harvest started in April with our early genetics, however, the main West Australian blueberry season was slightly delayed due to a cold winter period. Volumes picked up in September and we are expecting peak volumes in October and November. The quality is outstanding. The West Australian fruit showcased at Asia Fruit Logistica in September received
amazing reviews from the trade. October and November will see the optimal flavour profile of our midseason varieties being more evident.
The Australian blueberry industry has mainly focused on the domestic market, with only about 2 per cent of production being exported. Prices in the local market were very strong between January and September, but with the industry’s expansion in recent years, we do expect prices to come under some pressure in the October/November peak.
As the industry expands, so have export efforts increased. Australia’s superior varieties have contributed to the great progress we have made in exports; you can now often find Australian blueberries on the shelves of major retailers in Singapore, Malaysia, Hong Kong and Thailand.
As Australian production grows, access to export markets will be a key focus – China, Japan, Korea and Taiwan are ‘natural markets’ for Australian blueberries.
The main barrier for the blueberry industry in Australia has been the availability and cost of labour. Ozblu has overcome this with a series of our genetics
that can be machine harvested for fresh, and we are focused on expanding in Western Australia with this range.
What are your thoughts on the positioning of Australian blueberries regarding potential market access to China, as discussions are ongoing?
RH: The Chinese market is very interesting for Australian production. The Ozblu brand is recognised in China for its market-leading quality and our varieties in Peru have been enthusiastically received. The opportunity to offer our range from Australia is exciting and our customers are continually asking after supply. With China’s local blueberry production finishing in late July and the peak of Peruvian production arriving in November, we see the opportunity to complement the Peruvian offer in the import season. China remains one of the most discerning markets for quality fruit and hence is the perfect destination for Ozblu.
Are there any other new developments or news from United Exports you'd like to share?
RH: We continue to fine tune our series of machine-harvestable genetics on our Westblu farm, with our partners the Fisher family. The success we have achieved has shifted our focus to significantly expanding our production base in Western Australia, with a large portion focused on complementing our global supply. n
ABOVE—Machine-harvesting of blueberries at United Exports’ Westblu farm, which is run with partners, the Fisher family
Mountain Blue and Opal partner on plastic-free packaging trial
Kerbside recyclable and FSC-certified cardboard Eureka blueberry punnets available in 34 Coles stores.
by Liam O’Callaghan
Mountain Blue has announced a plastic-free packaging trial for its Eureka blueberry brand in collaboration with Opal, and supermarket retailer Coles Group.
As part of Mountain Blue’s ongoing commitment to sustainable practices, this initiative has introduced kerbside recyclable and FSCcertified cardboard punnets for blueberries across 34 Coles stores located in northern New South Wales over a two-month period.
The punnets, which are an alternative to plastic containers, feature a unique transparent film produced from wood pulp, allowing customers to easily view the blueberries.
By using FSC-certified materials, the packaging further reinforces a commitment to sustainability, ensuring the materials come from responsibly managed forests.
The kerbside recyclable punnets, developed in collaboration with Opal, aim to provide a plastic-free alternative without compromising on quality and freshness.
The punnets are made from recycled paper manufactured by Opal in Australia and feature the robustness needed to protect fresh
LEFT—The packaging trial will be launched across 34 Coles stores
BELOW—The punnets are made from recycled paper and wood pulp
produce through supply chains and freight.
“We’re excited to trial kerbside recyclable cardboard punnets with Opal. This innovation offers consumers sustainable packaging choices in Coles supermarkets,” says Andrew Bell, managing director of Mountain Blue.
Chris Daly, executive general manager of Opal Packaging, says Opal invests in research and development to test and commercialise products made from recycled and recyclable paper and cardboard.
“By partnering with Mountain Blue, we were able to understand their packaging needs and work together with our automation and machinery team, to deliver a punnet solution that is innovative, functional and sustainable,” says Daly.
Brooke Donnelly, Coles general manager of sustainability, says the supermarket is continuously looking for ways to innovate and redesign its packaging, and this trial provides customers with a packaging alternative for a product they love to eat.
“Fresh produce packaging is ripe for innovation, and we’re excited to provide our customers with a plastic free alternative for much-loved and in season blueberries,” says Donnelly.
“This trial is about ensuring the new cardboard punnets keep blueberries as fresh and tasty as the conventional plastic packaging, and to see how our customers respond to the change.” n
Korea grants access to New Zealand blueberries
New Zealand government estimates new market access is worth millions to the country’s blueberry exporters.
by Liam O’Callaghan
New Zealand has secured market access to Korea for blueberries, providing new export opportunities for the nation’s blueberry industry.
New Zealand’s minister for trade and agriculture, Todd McClay, announced the news on 1 October and said it could unlock an estimated NZ$5mn in annual export opportunities.
“This is a win for our exporters and builds on our successful removal of NZ$190m in non-tariff barriers in the past year. We are steadfast in our efforts to reduce barriers, open new markets and return greater value to exporters’ back pockets,” he said.
“Increased market access is a key part of the government’s strategy to increase trade value for New Zealand’s safe and high-quality produce. This will contribute towards our ambitious goal of doubling exports by value within ten years.”
Blueberries New Zealand chairperson, Kelvin Bezuidenhout, says the breakthrough was a result of many years of work and would help the industry diversify its exports.
“The New Zealand blueberry industry has been supporting our Ministry for Primary Industries (MPI) in its request for market access to Korea’s APQA over the last number of years,” says Bezuidenhout.
“This work culminated in an industry audit by APQA in January 2024. Following the audit, an official assurance programme was developed with MPI and has just been signed off by Korean officials. This now paves the way for exports to begin.
“The New Zealand blueberry industry is highly reliant on Australia as an export destination, with over 80 per cent of our exports destined for this market. The opening up of new markets will help us to diversify our exports and assist in reducing the reliance on our domestic market.”
Officials from New Zealand’s Ministry for Primary Industries will now implement the necessary compliance measures to ensure that New Zealand exporters can begin shipping blueberries to Korea. Bezuidenhout says he expects the first shipments to commence this season as New Zealand blueberry production begins in December and January.
“We have had a warm winter and fruit quality is looking excellent and slightly early. We can’t wait for Koreans to get a taste of our fruit,” says Bezuidenhout.
“Korea is already a key market for New Zealand exports including fruit. It is a success story for New Zealand kiwifruit and we hope to leverage the New Zealand reputation for high quality produce to gain a foothold for our blueberries. There are established competitors with the US and particularly Chile who will compete in our window. We are happy with good quality competition and see great opportunities to grow the category in Korea.
“Koreans value fruit and vegetables as staples for good health. This has seen the local production of blueberries increase and we are looking to support this growth in their offseason.”
n
LEFT—New access helps diversify export markets for New Zealand’s berry industry
Australian avocados win big with coordinated multi-market strategy
Hort Innovation and Avocados Australia won Marketing Campaign of the Year at the 2024 Asia Fruit Awards for their success in building recognition for Australian avocados in multiple export markets across Asia and the Middle East. In this exclusive interview, they discuss the high-impact campaign.
by Bree Caggiati
Hort Innovation CEO, Brett Fifield and Avocados Australia CEO, John Tyas unpack the multi-pronged marketing approach which included inbound delegations, outbound study missions, foodservice activations and partnering with brand ambassador, Brett Lee.
Congratulations to both Hort Innovation and Avocados Australia on winning the Asia Fruit Award for Marketing Campaign of the Year in 2024. Can you share what it means to win this award?
Brett Fifield: Winning the Asia Fruit Award for Marketing Campaign of the Year is a huge honour for Hort Innovation and the Australian avocado industry. Our mission was to bring the great taste, quality and versatility of Aussie avocados to consumers internationally,
and this recognition validates our efforts and fuels our passion to continue spreading the word.
John Tyas: Thank you! With avocado exports growing by 600 per cent over the past three years, our marketing and trade campaigns have evolved to support this rapid growth. Along the way, we’ve achieved many "firsts" – welcoming inbound delegations, conducting outbound study missions, launching foodservice activations and introducing our first brand ambassador Brett Lee – all key steps in boosting
awareness and demand for Australian avocados. This award validates our proactive approach to building a strong, sustainable export market and motivates us to keep driving impactful initiatives. It reinforces our dedication to pioneering new pathways for our product on the international stage.
What was the overall goal of the Australian Avocados campaign and what tools or methods did you utilise to achieve this?
BF: Our campaign had three key goals: to build new opportunities, grow consumer preference and expand our retail footprint. It was all about showing the world why Aussie avocados are the best.
JT: From a marketing perspective, building recognition for Australian avocados globally is essential to positioning them as a premium, trusted choice. To achieve this, we combined innovative tools and methods: digital campaigns, in-person engagements, and collaborative industry efforts. These approaches helped us effectively demonstrate industry solutions, ensuring our overseas partners view us as reliable and trusted collaborators. Through these efforts, we’ve worked to build consumer awareness and confidence in Australian avocados worldwide.
The Australian Avocados campaign covered multiple markets across Asia. Can you share how you were able to adapt to the differing preferences in each market while maintaining consistent messaging?
BF: What set our campaign apart in each market was understanding local tastes and preferences. While our core message stayed the same – Australian avocados are top-tier – how we communicate that message is tailored to meet the unique needs of each region to strengthen the positive impact.
JT: Understanding that markets are at different stages of growth, we adapted our strategies accordingly. In markets where avocado awareness is still in its infancy, our focus has been on enhancing channel distribution to build availability and familiarity. In more established markets, our goal has been to "grow the pie" by driving overall category growth across all channels – retail, wholesale, and foodservice. Through this approach, we’ve been able to maintain consistent messaging around the quality and reliability of Australian avocados while addressing the specific needs and growth opportunities within each market.
For such a large-scale campaign, a coordinated strategy to reach both B2B and B2C groups is incredibly important. Can you share your approach to this throughout the campaign?
JT: For our B2B strategy, we focused on building strong partnerships with importers, distributors, and retailers. This involved providing tailored support across the supply chain, quality management, and in-store promotions, as well as hosting face-to-face meetings and digital touchpoints to strengthen trust and collaboration.
On the B2C side, our goal was to drive consumer awareness and preference for Australian avocados. We leveraged digital marketing, social media, and in-market activations to highlight the quality, freshness, and health benefits of Australian avocados. By adapting our messaging to resonate with local consumers in each market, we created a unified brand presence while respecting cultural nuances.
The integration of these B2B and B2C efforts allowed us to drive demand from both ends – building a strong distribution network while growing consumer interest, resulting in a more robust and sustainable market presence for Australian avocados across Asia.
OPPOSITE—Hort Innovation CEO Brett Fifield (right)
LEFT—Avocados Australia CEO John Tyas
BELOW—Australian Avocados won the Asia Fruit Award for Marketing Campaign of the Year
Avocado is an underdeveloped category in a number of Asian markets and many consumers have never tasted the fruit. What role did education play in your marketing campaign?
BF: While Aussie avocados have a reputation for quality, they are new to some markets, so education was at the heart of our campaign. Many consumers in Asia had never tasted avocados before, so we focused on teaching them how to ripen, prepare, and enjoy our avocados – creating a deeper connection with the product.
JT: Our goal was to introduce consumers to the fruit’s unique taste, health benefits, and versatility. Through a combination of in-store tastings, recipe demonstrations, and digital content, we aimed to demystify avocados and showcase how easily they can be incorporated into daily diets.
We also worked closely with retailers and foodservice providers, offering training on optimal han-
dling and storage to maintain quality, as well as guidance on effectively presenting avocados to consumers. By educating both our partners and end consumers, we aimed to build familiarity and confidence around avocados, helping to develop a sustainable demand in these emerging markets.
As representative bodies you are working to build demand for Australian avocados with this campaign. How do you work with industry to ensure it can effectively service this demand?
JT: Collaboration across the industry is crucial to building sustainable demand. We work closely with Australian avocado growers, exporters, and supply chain partners to ensure they are equipped to meet market expectations. This includes providing ongoing support in quality management, export forecasts, and market insights to align production with consumer needs. By fostering strong relationships with importers, retailers, and foodservice providers, we ensure that the entire supply chain is well-prepared to handle increased demand while maintaining the high-quality standards associated with Australian avocados.
Do you have any personal highlights or key outcomes you'd like to call out from the campaign?
BF: We left no stone unturned as we worked to raise awareness and create a buzz about avocados in local markets. Across 30 retail chains throughout the Asia Pacific and Middle East we presented at tradeshows, collaborated with importers, conducted inbound and outbound missions, hosted sampling sessions, provided promotional discounts, partnered with retail chains, advertised online, held cooking demonstrations, promoted via
social media channels and more.
A highlight of the campaign was securing Brett Lee as our brand ambassador in the key target market of India. Brett Lee needs no introduction to Indian consumers, so who better to encourage them that Australia is best when it comes to avocados? It was perfect timing as well, after the Australian government’s announcement earlier this year that Australian Hass avocados can be exported to India.
JT: One of the other standout achievements of this campaign was the successful launch of the Shepard avocado in multiple Asian markets, accompanied by a seasonal roadshow across Singapore, Malaysia, and Hong Kong. This initiative not only raised awareness of this unique Australian variety but also strengthened our partnerships in each region. Additionally, hosting inbound delegations and outbound study tours fostered trust and collaboration, allowing our partners to experience the quality of Australian avocados firsthand. Seeing these partnerships flourish and watching avocados become more popular across diverse markets has been incredibly rewarding.
Following the success of the campaign, what does the future for Australian avocados look like in Asia?
BF: The campaign was a truly collaborative effort across the avocado supply chain. From the growers back at home producing premium-quality fruit to the local partners, importers and retailers in each overseas market. A standout product coupled with a commitment to teamwork made the campaign fun and rewarding to deliver. Hort Innovation is excited to continue working hand-in-hand with the Australian avocado industry to grow our export market through fabulous campaigns such as this one.
JT: The future looks bright for Australian avocados in Asia. With growing consumer interest and increasing familiarity with the fruit, we anticipate a rise in demand across both established and emerging markets. Moving forward, we plan to deepen our educational efforts to further build category awareness and expand into new distribution channels, including foodservice and e-commerce. As Asian markets continue to embrace health and wellness trends, Australian avocados are well-positioned to become a staple in diets across the region, supported by strong industry partnerships and a commitment to quality. n
ABOVE—The marketing campaign featured various activations including cooking classes to showcase the versatility of Australian avocados
Samrat is the managing consultant for Binary Consulting, a creative data and insights consultancy specialising in the fresh produce industry.
In today’s dynamic marketplace, consumer-centricity has emerged as the new battleground for competitive advantage. More than offering quality products or putting those products on promotion, businesses are realising that deeply understanding their consumers’ needs and fulfilling them ahead of anyone else is what really sets them apart. This shift towards consumer-centricity relies on one critical element: data. But data alone is not enough – transforming that data into actionable insights is where the real advantage lies.
DATA ALONE WON’T WIN THE BATTLE
It’s easy to be overwhelmed by the sheer amount of consumer data businesses can collect or purchase these days. From store behaviour and purchase patterns to consumer feedback and reviews, businesses are swimming in data. However, much like the philosophical question, “if a tree falls in a forest and no one is around to hear it, does it make a sound?”– if you gather a mountain of data but fail to convert it into valuable consumer insights, it offers little value. What increasingly sets successful businesses apart is their ability to go beyond
data collection to uncover the motivations and desires behind their consumers’ actions. Without this deeper understanding, businesses cannot adapt or improve their products or understand the driving forces behind their sales in meaningful ways. By leveraging insights, companies can proactively shape strategies, products, and marketing to meet the ever-changing needs of their audience.
THE IMPORTANCE OF A CONSUMER INSIGHT STRATEGY
In the race to win retailers’ volume share of a category and ultimately meet consumer needs, having a consumer insight strategy is not just a luxury but a necessity.
A well-crafted strategy helps businesses collect, interpret, and apply consumer insights in a way that drives both retailer satisfaction and business success.
The process begins with systematically gathering sales or volume data, through sales or scan data, overlaying with consumer feedback via surveys, and using analytics to put it all together. However, rather than waiting for data to accumulate organically, a consumer insights strategy calls for s
intentionality – deciding in advance when and how you will use the data. A successful consumer insights strategy should pinpoint the drivers of consumer satisfaction, be able to create personalised communications, identify product strengths and weaknesses, and design consumer-centric marketing.
TURNING INSIGHTS INTO ACTION
While gathering consumer insights is vital, the true competitive advantage comes from turning those insights into action. For instance, if some consumers love certain features of your product, highlight them in your marketing to attract similar consumers.
Having dedicated resources or a team focused solely on consumer insights can significantly accelerate this process. A specialised person or team ensures that data doesn’t just sit idle but is consistently analysed and transformed into actionable strategies. This dedicated focus allows businesses to:
• Implement insights faster: With a focused resource, insights can be applied more rapidly across various functions – whether it’s product development, marketing, or consumer service.
• Stay ahead of market trends: A dedicated team can constantly monitor and analyse shifts in consumer behaviour, helping businesses adapt quickly to emerging needs.
• Increase market share: A dedicated consumer insights resource can offer opportunities to facilitate data-driven discussions with retailers. This positions you to poten-
tially become a key supplier partner by providing valuable, actionable insights.
Moreover, having consumer insights isn’t a one-time endeavour – it’s an ongoing process. Consumer needs and preferences evolve, and businesses must be agile enough to keep up. Regularly updating your insights, testing new hypotheses, and understanding what works and what does not based on data ensures that your business stays aligned with both the customer and the consumer.
DELVING DEEPER
In the modern economy, understanding your consumers is the ultimate key to success. A comprehensive understanding of consumers allows you to see beyond the surface-level data, providing a window into the real motivations and desires of your consumers. By leveraging these insights, you can create better products, build stronger relationships, and craft more effective marketing – ultimately securing a competitive advantage. As consumer expectations continue to rise, businesses that fail to tap into the power of consumer insights risk being left behind, while those who master it will lead the way in delivering superior consumer experiences. n
ABOVE—A consumer insight strategy can help growers and retailers adapt their offering to meet their customer’s needs
CHERRIES
Beyond cherries become a seasonal indulgence
New Zealand cherry brand captures the attention of customers around the globe.
by Liam O’Callaghan
Southern Fruits International’s Beyond-branded cherries continue to impress international retailers seeking high-end cherries three years after bursting onto global retail shelves.
International sales and marketing manager, Sharon Kirk says Beyond cherries, which are produced at two large-scale orchards spanning more than 160ha in Central Otago, resonate with global buyers who are prepared to pay a premium for exceptional quality fruit.
“The Beyond brand has now resonated with buyers and is wellrecognised and sought-after. Our markets include Asia, the Middle
The brand is supplied with eight varieties renowned for their individual high colour, size and flavour attributes including Sonnet, Sandra Rose, Santina, Stardust, Lapins, Sweetheart, Kordia and Staccato. The fruit is packed in high-grade packaging inspired by the colours and iconography of Central Otago. Beyond cherries are available for export in 1kg, 2kg and 5kg packs from December to February with early varieties expected to arrive in Asia in time for Christmas. The harvest will continue as cherries progressively ripen until late January or early February, depending on conditions.
First planted in 2019, the trees will reach full production in 2027 when the volume will increase up to 400 tonnes per season. n
BELOW—Beyond fruit packaging is inspired by the colours and iconography of Central Otago
ARDGOUR VALLEY ORCHARDS UNVEILS TEMPTATION VALLEY BRAND
Central Otago producer, Ardgour Valley Orchards, will launch its premium export brand, Temptation Valley, when it harvests the first commercial quantities of cherries during the 2024/25 Southern Hemisphere cherry season.
Temptation Valley draws inspiration from the attributes of four sought-after and well-known cherry varieties to focus on taste, size and appearance.
Varieties available this season include three red cultivars, Lapin, Kordia and newest addition to the range, Sweet Georgia, to complement the distinctive white-fleshed, redblushed Stardust variety.
Ardgour Valley Orchards’ international sales and marketing manager, Sharon Kirk, says Lapins – a rich red and large cherry – and Kordia – a reddish-black, large, heartshaped cherry – are known for their flavour. Meanwhile, dark-red Sweet Georgia cherries derive some appearance and taste attributes from Lapins cherries.
“All of them are glossy, plump and sweet and consistently achieve a Brix of 18 and over,” she notes.
Kirk says Ardgour Valley Orchards’ offering was showcased to international buyers at Asia Fruit Logistica, generating huge interest and sales orders.
All fruit produced by Ardgour Valley Orchards is packed in Central Otago before being airfreighted to customers in Asia, the Middle East, Europe and the US. The growing region has long been considered New Zealand’s best for cherries due to its mineral-rich soils, climate and glacial waters.
Kirk says more than 13ha of Temptation Valley cherries, first planted in 2020 and set to reach full production in 2026, will be available this season.
The cherries are available from early January to late January in packs of 1kg, 2kg and 5kg.
NZ Cherry Corp looks to double length of season
General manager, Reece van der Velden, details New Zealand Cherry Corp’s plans to expand its production and varietal offering while maintaining a focus on high quality.
by Bree Caggiati
How is pre-season looking? What are your expectations on quality and volume for the season ahead?
Reece van der Velden: Early season is looking very promising. We have just completed pollination and, with high chill units, we have had great fruit set after approximately 80 per cent pollination. This will result in 30 per cent higher yields year-on-year per tree especially on our more difficult to crop varieties such as Kordia and Staccato, which in turn are also in extremely high demand – so everything this season is aligning well.
How do you see your production developing this year and in the coming years?
RV: We have a 127 per cent rise in new plantings this season. We also have a 5ha trial block for new varieties to test their size profile, flavour, and firmness. In total, we expect by 2027 to have four new varieties and by 2030 to have completed trials of 30-plus different new varieties. Two new orchards for an additional 39ha will be in production for the first time this season, with our goal to eventually satisfy the demand for high-quality 30mm-plus size cherries for the international markets. With the new varieties, we expect our season to begin at the end of November and finish at the end of February in the near future, which will increase our typical sixweek harvest to 12 weeks.
Which markets will you be supplying this season and will you be targeting any in particular? How is demand looking?
RV: Demand is increasing in markets that surround China. We supply 13 international markets, mostly in South-East Asia but also the US, UAE and, for the first time, Europe this coming season.
Quality is a high priority for New Zealand Cherry
Corp, can you share some of the measures in place that ensure this quality throughout the entire process?
RV: We have just upgraded our Tomra optical sorter to LUCAi, a machine learning sorting technology that will enable us to be very specific and accurate with our grade standards for export. Customer specific expectations can be met very easily, and throughput will increase by 20 per cent with the accuracy of defect sorting going above 95 per cent.
Will you be supporting this season with any marketing campaigns or particular packaging for your brands?
RV: Our brands are always evolving to meet customer needs. We have a programme into the US that is gaining popularity due to offering airfreight cherries with a unique seal while being display-ready, meaning there is no need to repack or double-handle the fruit. We also have new 2kg boxes under development that will be sampled with customers this season. Cherry Delight and Red Envy will once again be very popular for all the markets we supply. Customers are looking forward to seeing the first boxes arrive in December.
You are involved in the New
ABOVE—NZ Cherry Corp’s Red Envy brand is a popular across international markets
Zealand Cherry Rescue Project. Can you provide an overview of the project and how it has been progressing?
RV: We now rescue 100 per cent of our waste cherries and are looking to other growers for their volume. Cherries that have cosmetic defects get turned into beverages, food products and – my favourite – dried cherries which are the perfect lasting snack on the go.
This project keeps cherries from New Zealand in-market, year-round. We expect to help the New Zealand cherry industry become waste-free by 2030 which will involve rescuing 4,000 tonnes of cherries each season.
Have there been any other company developments you’d like to share?
RV: We are in the process of hiring a new sales manager who will begin in December 2024. We look forward to introducing them as it will be very big news for us and the industry. We look forward to transitioning their role from another industry into the amazing business of cherries. n
Reid Fruits adds capacity in preparation for increased production
Leading Tasmanian grower-marketer boosts capacity by 40 per cent as part of “major building extension” to its packhouse.
by Bree Caggiati
Following a successful 2023 season, Tasmanian cherry grower-marketer, Reid Fruits, has embarked on a renovation project set to expand its operational capacity by 40 per cent.
“We’ve undertaken a major building extension at our packing facility to accommodate installation of a new, larger grader and additional carton packing outlets in one of our two packing lines,” says Tony Coad, Reid Fruits’ marketing and sales manager.
“The new grader also has the latest grading and AI sorting technology from GP Graders.”
At the same time, Coad says Reid Fruits has upgraded to the latest Ellips AI sorting technology on its
pre-established second packing line.
This expansion makes up the first stage in a design that will allow Reid Fruits to add additional packing capacity in the future as needed.
“This project has really come together since the end of last season,” Coad says.
Harvest for Tasmanian cherry growers doesn’t start until December, Coad says Reid Fruits is optimistic for the season ahead following good weather through winter and spring.
“We’ve had a relatively mild winter and spring which has set the trees up really well to produce some excellent quality at harvest,” he says. “At this stage, we have an exceptional fruit set and are expect-
ing an increase in production of 10-15 per cent.”
With this in mind, Reid Fruits is looking to increase its export sales across Asia, the US and Europe this season.
“We have a loyal and valued customer base in around 20 markets globally and we work hard to support all of them as much as possible each season,” Coad says. "We expect our main markets this season will again be Hong Kong, Taiwan, China, Thailand, Vietnam, Malaysia, the US, Japan, Singapore and Korea.
“We’ll also be looking to increase our sales in Indonesia, the Philippines and Cambodia as well as to reconnect with some customers in the Middle East and European markets.”
This season will also see Reid Fruits offer a new range of premium gift bags with all its 1kg and 2kg cartons.
“For our export markets we ship in outer cartons of 12 x 1kg and 6 x 2kg boxes and we’re also upgrading these to a new colourful pre-print design,” Coad says.
The new design will feature a stronger board grade which will further elevate the premium appearance of
OPPOSITE BOTTOM—New packaging features colourful designs
ABOVE—The packhouse expansion will boost capacity by 40 per cent
RIGHT—Reid Fruits is testing new early varieties
the packaging as well as offer better protection for the cherries during shipment.
The packaging will continue to feature Laava Fingerprint digital technology, with an updated label design set to be released at the beginning of the season.
“We are now in the fifth year of our partnership with the team at Laava,” Coad says. “[The technology] enables consumers to use their phone to easily scan the unique code on each box of Reid Fruits cherries to check they are getting the genuine product.”
Scanning the code provides an opportunity to learn more about the Reid Fruits story and its premium cherry offering.
“We’re also continuing to work with Source Certain and their TSW
provenance testing technology,” Coad details. “Over the last three seasons the Source Certain team has established an extensive database which enables us to check and identify the provenance of our cherries back to our individual orchards.”
As Reid Fruits continues to expand its production, Coad says it is exploring opportunities with new varieties, particularly in the early season period.
“[We] hope to be able to offer some exciting new cherries in this space in the future,” he says. n
OPPOSITE TOP—Growing conditions have been ideal
Ellips enhances TrueSort effectiveness
Hardware and software upgrades for grading technology provide boost for cherry packhouses.
by Liam O’Callaghan
Fresh produce grading specialist Ellips has been rolling out upgrades to its TrueSort grading technology in Australian cherry packhouses.
Ellips Australia sales manager Carlos El Latigo says the company has 40 cherry grading installations across the country – ranging from four to 24 lanes – and implementing improvements to TrueSort has been a focus.
“The ongoing development of Ellips TrueSort software and hardware is constantly adding value, both to new and existing customers,” says El Latigo.
“Most notably TrueSort AI software – accompanied by our software's weighing systems with fully integrated traceability.”
Harnessing the power of AI allows Ellips to collate and analyse data not just from Australia but
from around the world to improve grading outcomes. This delivers value for both ongoing customers and those who invest in new Ellips technology.
“TrueSort AI has training from hundreds of thousands of images taken from previous seasons around the world and continues
ABOVE—Grading is one of the key tools in delivering value for cherry businesses
RIGHT—Ellips has 40 cherry grading installations across Australia
Every grower who runs Ellips software helps to drive advancements year on year
growing its knowledge season on season. This means there’s a wealth of knowledge 'out of the box',” explains El Latigo.
Collaboration with customers is vital to this process and Ellips welcomes their input. It works closely to optimise each individual packhouse to continually provide more value.
“Every grower who runs Ellips software helps to drive advancements year on year. Because we involve our partners in development, the feedback loop is accelerated,” says El Latigo.
“The benefits of using the platform, which evolves year on year in its eases of use, results in a drastic reduction in operator input. Ellips TrueSort software evolves fit for purpose, and we have our demanding customers to thank for this.”
El Latigo says grading can be one of the most important tools in delivering value for cherry businesses which is why Ellips strives to keep its offering at the cutting edge.
“Minimising wastage while maximising throughput, and most importantly, increasing accuracy in grading, is the key to finding more value in your packhouse,” he concludes. n
Quality focus for New Zealand cherries
New Summerfruit NZ chief executive Dean Smith says industry is committed to maintaining its reputation for quality fruit.
by Liam O’Callaghan
On the eve of the 2024/25 New Zealand cherry season, Summerfruit New Zealand’s (Summerfruit NZ) new chief executive Dean Smith says signs are positive for the upcoming crop.
“The season is currently showing exceptional promise. Growers I've spoken with describe crops that are beautifully clean and well spread. We still have a few weeks to go till harvest, but everything points to a year of great quality,” says Smith.
Smith took the reins at the head of the peak industry at the start of October 2024. He follows in the footsteps of Kate Hellstrom after three years in the role.
At the time of the appointment Summerfruit NZ chair, Trudi Webb said Smith was selected based on his vision for the summerfruit industry, wider horticulture industry experience, approachability, and can-do attitude.
‘Dean has had considerable experience in the wine and fruit industry in the Hawke’s Bay. He headed up the Hawke’s Bay Fruitgrowers’ Association during the aftermath of Cyclone Gabrielle. In that role, he demonstrated calm leadership during considerable uncertainty and understandable stress,” said Webb.
‘We are confident that Dean will expertly apply his skills and experience across the whole of the sum-
merfruit industry – export, domestic, South Island and North.”
Smith says he is looking forward to working with industry to help growers prosper.
“I take great pride in representing the New Zealand summerfruit industry and the exceptional individuals who are part of it,” says Smith.
“I am enthusiastic about the prospects that lie ahead for our industry and will derive great satisfaction from facilitating its growth and success.”
Smith says there is plenty of opportunity on offer in export markets for high quality New Zealand cherries.
“New Zealand is a small player in global terms, with an enviable reputation for quality, market access and its exceptional speed from orchard to customer. Our fruit is grown in pristine conditions, which results in cherries with a beautiful balance and concentrated flavour. We have an amazing story to tell,” he notes.
“The opportunity for New Zealand cherry exporters is to maintain
their dedication to quality and to collaborate with in-market partners to ensure that the value proposition is reinforced at every opportunity.”
Summerfruit NZ will work to help industry capitalise on these opportunities and put growers and exporters in the best position to succeed.
“As an industry association, we support the industry in a variety of ways, but major workstreams include investing in R&D and extension, collaborating with the New Zealand government to ensure our biosecurity system remains resilient and market access is optimised, and providing pathways for talented individuals to enter and prosper in our sector,” says Smith. n
ABOVE—Summerfruit NZ chief executive Dean Smith
Future of food safety
International Fresh Produce Safety Symposium sets out path to the future of safe and sustainable fresh produce through science, innovation and collaboration.
by Liam O’Callaghan
The inaugural International Fresh Produce Safety Symposium brought together the fresh produce safety community from Australia, New Zealand, the US and beyond on 20-21 August for two days of insightful content.
Global food safety practitioners, chief executives, food technologists, researchers, regulators, growers, ag-tech and supply chain specialists shared their expertise and discussed the future of safe and sustainable fresh produce.
The event – organised by the Fresh Produce Safety Centre Australia and New Zealand (FPSC-ANZ) – was headlined by keynote speaker Frank Yiannas, the former deputy commissioner for food policy and response at the US Food and Drug Administration. Yiannas spent 30 years strengthening food safety
standards in leadership roles with industry giants Walmart and the Walt Disney Company.
Yiannas opened the event by sharing his vision for the future of food and food safety: “the future has to be people-led, science-based and technology-enabled”, three key themes that would feature throughout the event.
Yiannas urged the industry to drive change, noting there was no silver bullet to improve food safety. He called for more transparency by increasing food traceability, improved collaboration and enhanced prevention measures.
He highlighted key risk factors for outbreaks, particularly water quality, adjacent land use, harvest equipment sanitation, pre-harvest testing, and wash system efficacy.
“What got us here in 2024 will not
LEFT & OPPOSITE—
The two-day event provided insights to delegates from Australia, New Zealand, the US and beyond
get us to a safer, smarter more sustainable food system in 2030. There isn’t going to be one single thing, but we have to modernise our approach,” said Yiannas.
“Our work isn’t just about more inspections, training and testing, we have to bend the curb of food-borne illness,” said Yiannas.
“Never before in human history has the responsibility to provide safe, affordable, sustainable food to so many, rested on the shoulders of so few. And never before have the consequences of not getting this right been more important.”
The remainder of the first day touched on a range of topics. The Australian Department of Agriculture, Fisheries and Forestry’s Tom Black shared how Australia’s national food control system and risk-based approach to food safety regulation builds international trust and market access. Apple and Pear Australia’s Andrew Mandemaker detailed the importance of food safety when managing an international brand in Pink Lady.
Technology was a key theme for Julian Cox of the University of New South Wales who talked about the advancements in food safety verifications, remote auditing and more, while a panel discussed how controlled environment agriculture can help manage risks. The compliance landscape and evolving assurance frameworks were also teased out by a panel that included New Zealand Good Agriculture Practice’s Damien Farrelly, Freshcare’s Jane Siebum and Tristan Kitchener from the Harmonised Retailer Produce Scheme (Harps).
The day concluded with a celebration of the tenth anniversary of the FPSC-ANZ.
Created as a not-for-profit company to promote and enhance fresh produce safety through research outreach and education, the Centre has a long list of contributions to industry detailed in a presentation
from FPSC-ANZ company secretary Robyn McConchie who also thanked all those who had contributed their time and expertise over the journey.
Day two opened with a presentation from New South Wales Department of Primary Industries’ Sukhvinder Pal Singh who shed light on how R&D investments and food safety initiatives were propelling industry towards convergence.
Attendees received an update on new incoming horticultural standards and Lynley Van Lathum shared Rugby Farming Group’s fresh produce safety journey. She highlighted the importance of taking your people on the same journey and embedding a food safety culture in your business.
Providing more technical insights were Martyn Kirk from the Australian National University who
discussed outbreaks of foodborne illness associated with fresh produce, while Western Growers’ Jolle Mosso touched on microbiological risks in fresh produce and practical control measures.
La Trobe University’s Mark Bradbury offered an international perspective with his presentation on supporting smallholder farms with food safety in expanding food systems. The final afternoon session saw discussions on sustainable and safe packaging, the Horticulture Food Safety Initiative and the formation of the Fresh Produce Community of Practice; and food safety risk assessments at a board level before Yiannas delivered a concluding speech.
Closing the event, FPSC-ANZ chair Andreas Klieber expressed his gratitude to all contributors for a successful event. “It’s been a very eventful couple of days and we have got a lot out of it. Through the symposium we’ve delved into a range of topics that go to the heart of fresh produce safety – whether that be technologybased or people-based – it was certainly a lot of food for thought,” Klieber said. FPSC-ANZ has announced the International Fresh Produce Safety Symposium will return in 2025 in Sydney on 29-30 July. n
Fresh produce packaging: a comingled challenge with value at stake
by Gilad Sadan
Gilad Sadan
The Packaging Hippie gilad@navicoglobal.com
Gilad is The Packaging Hippie, a creative with a focus on sustainability and packaging as a marketing tool.
The current landscape of the packaging industry is like a co-mingled kerbside bin. So many different items go into it – glass, paper, cans, milk and coke bottles mix with plastic punnets and cardboard trays. Consumers still see the effort to sort and recycle as a chore, and it remains a challenge that requires a lot of education. This
co-mingled bin serves as the perfect metaphor for the complex landscape we find ourselves in as an industry.
There are many different players in the supply chain – growers, producers, packers, retailers, consumers, materials recovery facilities (MRFs), recyclers, and packaging suppliers – each with their own goals, challenges, and responsibilities. Likewise, there are many factors including regulations, cost of living pressures, operational concerns, shifting consumer preferences, technological advancements, and environmental responsibilities that must be considered when making decisions – all while providing value for everyone involved.
Let’s be honest, doing things for Mother Earth is noble, but business needs to remain commercially viable. Growers need fair returns, producers need efficient processes, retailers need marketable products, and recyclers need valuable materials. The packaging journey isn’t just about reducing plastic or making things “greener”. It’s about aligning all these components to work seamlessly, while ensuring each part of the chain sees tangible value.
WHEN FIELD OF DREAMS MEETS JERRY MAGUIRE
Recycling sounds simple in theory, but the reality is more complicated. The infrastructure is still playing catch-up, while demand
for a functioning system only increases. We can’t afford to wait for the perfect solution to be in place. Instead, we need to take a Field of Dreams approach: build the right systems now, and the infrastructure will eventually follow. When everyone can see the tangible value in recycling, that’s when real change happens. It’s the “show me the money” approach. Creating value for local recycled materials is key to making this work. That means designing packaging that is ready to thrive in a circular economy – even if we’re not quite there yet.
Consumers aren’t easily fooled – they see right through greenwashing and want genuine transparency. They want to know what brands are actually doing to contribute to a sustainable future. The companies that are honest about the challenges and committed to progress are the ones that will earn consumer trust and loyalty.
SUSTAINABILITY: AN ESCAPE ROOM, NOT A ROAD MAP
The sustainability journey isn’t straightforward. It’s more like an escape room than a well-laid-out road map. There are surprises, setbacks, and unexpected challenges at every turn. We can’t just follow a checklist; we need creativity, adaptability, patience, and perseverance. As we move toward the packaging regulations of 2025 and beyond, those who succeed will be the ones who can navigate complexity and come out the other side with value – not just for their business, but for the planet.
FROM PACKHOUSES TO PROFIT POWERHOUSES: RETHINKING THE FUTURE
For producers and packers, the upcoming changes aren’t just compliance headaches –
LEFT—Food waste is fast becoming the next sustainability challenge
OPPOSITE—Regulation changes could lead to efficiency gains in the packhouse
they’re golden opportunities to rethink how we work. The biggest gains come from automation and labour reduction in the packhouse. Investing in new technology and system redesigns not only helps meet regulatory demands but also unlocks efficiency gains, reduces waste, and extends shelflife for fresh produce. By the time it gets to the consumer level, the benefits are clear: a successful project that works for both business and the planet.
Forward-thinking companies are already investing in automated, sustainable solutions, paving the way for longterm success. The upfront costs are significant, but the financial and environmental payoffs are undeniable. The right investments now can lead to a more resilient and sustainable future.
THE NEXT BIG CHALLENGE: TACKLING FOOD WASTE
While the focus has been on packaging waste, there’s an even bigger issue looming: food waste. It’s fast becoming the next major sustainability challenge, and it has the potential to overshadow the progress we’ve made on packaging. Tackling food waste means rethinking packaging – creating smarter solutions that actively extend shelf-life and prevent spoilage
before it even becomes a problem. Imagine packaging that can sense when produce is starting to spoil and alert consumers. Freshness sensors, shelflife indicators, and packaging that syncs with smart fridges aren’t just futuristic ideas—they’re already on the horizon. n
Nutrano sees “significant” untapped potential in mango category
With a bumper crop and an extensive planting programme underway, Nutrano interim CEO and EGM of commercial & operations, Mark Leng, speaks to Produce Plus about the company’s plans for expansion.
by Bree Caggiati
Can you start off by sharing an update on your mango offering and anything of note ahead of this year’s season?
Mark Leng: We’re excited to share that we have kicked off our 2024 mango season with a bumper crop across all our mango varieties particularly the Kensington Pride variety. Not only is our yield up across all varieties but we’re incredibly proud of the quality of fruit coming off the trees. Now the race is on to complete our picking before the monsoonal rain events interrupt harvest activities.
We grow our own mangoes (Lady Jane, R2E2 and Kensington Pride) in the Katherine region of the Northern Territory. We also work very closely with expert mango breeder, Ken Rayner on some Lady Jane mangoes.
Our season begins in mid-October and runs through November, aligning with the pre-Christmas window before Queensland’s mango season peaks. This timing enables us to deliver our mangoes to consumers right as demand is building, making them a seasonal favourite.
What’s your expectation/forecast
ABOVE—Interim CEO and EGM of commercial & operations, Mark Leng
OPPOSITE— Nutrano has planted approximately 30,000 new trees
for the season ahead in terms of volume/quality?
ML: We’re thrilled about the outlook for this mango season, following strong flowering events that have contributed to a bumper crop across all our varieties.
This year we’re expecting to pick over 7mn pieces of fruit with Lady Jane representing about a quarter of our crop this season.
The quality is exceptional, with minimal pest pressure and disease-free orchards – results made possible by the dedication and expertise of Dale McDonald, our farm manager, and our hardworking team in Katherine.
We’ve also recently upgraded our packing shed in Katherine with a new air conditioning unit, which helps keep our mangoes in peak condition during packing. We’re seeing exceptional packouts of glamour quality fruit across all varieties.
Do you have any plans to expand your offering whether by bringing on new varieties or launching any new brands?
ML: This year, will see a refresh of our much-loved Sweet Cheeks brand with a vibrant new look, capturing the essence of a typical Aussie summer and the joy of indulging in delicious sun-kissed mangoes. Our updated Sweet Cheeks trays add a burst of colour to attract attention on store shelves. Our Yellow Sunshine trays, dedicated to our Premium grade mangoes, reflect the sunny spirit of summer, while our Class 1 mangoes come in a striking tropical Blue Ocean tray, inspired by Australia’s coastal landscape.
Will you be investing in any marketing this year?
ML: We have increased our marketing investment towards our Lady Jane mangoes. This year, we are collaborating closely with Woolworths on a dedicated promotional programme which includes POS kits featuring Dale, our Lady Jane grower. These engaging POS kits will complement in-store sampling initiatives in key locations, allowing us to connect with shoppers directly and win over even more mango lovers.
With the additional volume coming off the trees, we’re pleased to expand our distribution into more stores across Queensland, New South Wales, Victoria, and South Australia.
Any other updates or developments you’d like to share?
ML: We’ve launched an extensive planting programme at our Eumaralla farm. This development sees new plantings across both citrus and mangoes, with approximately 30,000 mango trees. The programme
not only increases our capacity to meet growing demand but ensures our trees are suited to thrive in the local environment.
A unique aspect of this expansion is our onsite nursery, where we propagate our own mango trees specifically adapted to the local growing conditions. This approach supports the sustainability and productivity of our crops, allowing us to better serve our customers with high-quality, homegrown produce. We’re also replacing older mango trees with new, more productive varieties.
More generally, what are your observations of the Australian mango sector?
ML: This season’s bumper crop is fantastic news for mango lovers, as consumers can expect ample availability and competitive pricing as retailers ramp up promotions to attract shoppers. However, while a high-yield season creates excitement for consumers, it presents challenges for growers as they work to balance production costs against downward price pressures.
For many growers, the costs of production – including labour, farm inputs, overheads, and transport – remain significant. Sustaining prices that cover these expenses can be tough in a season where supply
outpaces demand. It’s a delicate balance to maintain the quality and standards that Australian mangoes are known for, even amid these pricing challenges.
Our focus remains on implementing efficient production practices and working closely with retailers to showcase the value of Australian mangoes. Together, we aim to ensure that the quality and sustainability of our mango sector remain strong, even in seasons of high supply.
Do you see any opportunities for growth in the sector not currently being utilised?
ML: Absolutely, there is significant untapped potential in the mango sector that we’re excited to explore. One of the key growth opportunities lies in expanding the seasonality and accessibility of mangoes through innovations in varietal development and improved growing practices. By extending the growing season and enhancing the quality of our mango varieties, we can provide consumers with fresh mangoes for longer periods, addressing demand outside the traditional peak season.
Additionally, we see room to increase consumer awareness of the versatility of mangoes beyond fresh consumption, tapping into recipe ideas for smoothies, salads, salsas, and desserts. There’s also potential for more sustainable packaging solutions and expanding export channels to share Australian mangoes with a broader international audience.
The Australian mango sector continues to grow from strength to strength, delivering exceptional quality and flavour that truly sets our mangoes apart. Australia’s unique growing conditions, coupled with the dedication of our farmers, produce mangoes with a taste profile that is vibrant and naturally sweet – qualities highly prized by consumers both locally and abroad. n
Manbulloo supplies New Zealand following ten-year hiatus
The Australian mango grower-marketer also oversees almost 25,000 new plantings of Yess! AhHa! and Now! as part of commercial rollout.
by Bree Caggiati
One of Australia’s leading growermarketers of Kensington Pride and R2E2 mangoes, Manbulloo, has re-entered the New Zealand market with its first shipment of mangoes in ten years.
The Australian-grown Kensington Pride and R2E2 varieties are being stocked in major New Zealand retailer, Woolworths, with colourful in-store displays calling on shoppers to ‘enjoy the best of the season’.
“We’ve had a really good success story this year,” says sales and marketing manager, Stephen Dever. “The feedback has been unbelievable. They’re saying that we’re getting them to rethink the category and they’re extremely happy with the quality across both varieties.”
This year will also see Manbulloo export mangoes to the US, Canada, Korea, mainland China and the UK while also strongly supplying the Australian domestic market.
“There’s demand out there for
high quality, great eating mangoes,” says Manbulloo managing director, Marie Piccone. “At the moment, we’re exporting around 10 per cent [of our production]. But there’s definitely opportunity for both of our current major varieties, Kensington pride, and R2E2 [to grow further].”
Manbulloo is also investing in the growth of newer complementary varieties, winning the commercial management and marketing rights to three new varieties, Yess! AhHa! and Now!, in 2022.
The three varieties are the result of 25 years of development from the Australian National Mango Breeding Program, a collaboration between agricultural agencies in Western Australia, the Northern Territory, Queensland, and CSIRO. Manbulloo is managing the rollout and marketing of all three Project Flavour varieties.
“They’re a progeny of Kensington Pride and they’ve got a lot of Kensing-
BELOW—
Manbulloo is one of Australia’s largest producers of Kesington Pride and R2E2
ton Pride characteristics,” Piccone says.
“That means that they’ve got nice texture, lots of flavour, and they’re a very enjoyable and memorable eating experience.”
Manbulloo marketed about 45,000 standard mango trays of Yess! AhHa! and Now! last year, with some samples sent to export markets.
“The demand at this early stage has been fantastic,” says Dever. “Our orders at the moment are certainly outstripping the volumes that we’ve got.”
Piccone says volumes will keep increasing year-onyear as new plantings come online and additional trees are planted.
“The oldest plantings are about eight or nine years old,” says Piccone. “There’s definitely some relatively mature trees producing fruit and the volume produced by licensed growers will keep increasing year-on-year.”
In May, Manbulloo planted about 4,000 Yess! AhHa! and Now! trees on its Ballongilly property, near Katherine and there are about 20,000 trees being planted across 26 Australian-based growers as part of Manbulloo’s commercial rollout.
As the varieties mature, Manbulloo will continue to run regional trials to understand how climate affects growing patterns and fruit quality.
“Trials to refine how we grow these varieties are happening in the Northern Territory and in North Queensland, mostly on our farms – but we do want to work with some of the other growers,” Piccone says. “We are also looking for best practice growers who might be interested in growing these varieties, because we want the varieties to be grown with best practice in mind so we can market and expand to meet this burgeoning demand.”
These efforts are part of Manbulloo’s broader commitment to producing high-quality fruit.
“I think as custodians of these great varieties including Kensington Pride and R2E2, we have to make sure that when they are presented to consumers, they’re as great as they should be,” Piccone says. n
Delayed start leads to positive finish for Darwin producers
Red Rich says well-timed rainfall and an organised packhouse turned the season around following a slow start.
by Bree Caggiati
Severe hot and dry conditions ahead of this year’s mango harvest in Australia’s Northern Territory had the potential to stop Darwin’s crop in its tracks. However, rainfall in late September and an organised packing operation meant Red Rich Fruits saw success come end of season.
“When I arrived in Darwin this year in early September, we had extremely hot and dry conditions with a severe lack of humidity,” says Red Rich national farming manager, Tim Teague. “I had a real concern initially, that the fruit wasn't moving, it wasn't sizing up, and that it was going to mature at a very small size on the tree. The only thing to that was going to prevent that was rain.”
Thankfully, this was in the cards and the region received about 70ml of rain on 27 September.
“That changed everything,” Teague says. “It put some moisture
in the ground, put some humidity in the air, and the fruit started to size up.”
The challenges didn’t stop there, however, and Darwin growers prepped for a glut as the compounding weather conditions meant all the region’s fruit came online at the same time.
“We had done minimal volumes, packing wise, in September, and then as of 1 October, the volumes went crazy,” Teague says.
Over the course of the harvest, Red Rich processed approximately 4,000 tonnes of mangoes, including Kensington pride and R2E2, through its Berry Springs packing shed – the majority of that in October alone.
Teague says visits from retailers in late September meant everyone along the chain was prepared to move the fruit through quickly, but it required dedicated coordination.
“That visit showed them there was fruit on the tree, the quality was good, and that we were going to have to hit the ground running with promotions and sales,” he says. “It was going to go from zero to 100 very, very quickly.”
TOP—Red Rich processed about 4,000 tonnes of mangoes this season
BOTTOM—Fruit sizing was a concern until rains came at the end of September
An organised pack line was also crucial to working through the volumes.
“If you can pack 300 bins a day, but you can only get two trucks a day, well, those two things don't match up,” Teague explains. “I'd like to think that Berry Springs has got significant experience in that area, that's one area where we excel. Whatever we were packing that day left that day.”
Red Rich sent the majority of its production to Melbourne, Sydney, and Brisbane to be ripened and sold through major retailers and independent grocers.
“These regions have always provided robust demand for our mangoes, so we continued to target them this season,” says Red Rich marketing manager, Erin Hart.
As Red Rich made it through early October, there were concerns Darwin was set to overlap with a potentially early Katherine harvest.
“If you've got two regions that overlap, then you're going to crash the price. So that's in no one's best interest,” Teague says. “Thankfully that didn't really eventuate, most of us got most of our fruit out of the way in time. We finished the first week of November, and Katherine started that same week.”
Hart says despite these challenges, the Australian mango sector remains strong.
“As farmers, we are always at the mercy of the weather,” she says. “But the resilience of growers and advancements in varietal development, growing, handling, and packing techniques continue to drive quality improvements across the industry.” n
Strong Calypso crop for Perfection Fresh
Markets across Asia can look forward to the unique Australian mango hitting shelves backed by a bespoke marketing campaign.
by Liam O’Callaghan
Australian exporter Perfection Fresh kicked off its Calypso mango season at the start of October with early signs pointing to a strong harvest.
Group marketing manager, Kristie Emerson says domestic and export markets can anticipate quality fruit over the coming months.
“As of the first week of October, Calypso mango season is now underway and looks to be a strong crop and we expect volumes to be plentiful for the season,” says Emerson.
“We had three strong flowerings across all farms which will make for a consistent harvest through to the end of January. Fruit size and quality are looking excellent with a cool
ABOVE—Emerson says fruit size and quality are excellent
RIGHT—Exports will be supported by market-specific marketing programmes
period in September slightly delaying initial harvest by around five days.”
Perfection Fresh will be targeting a range of markets across Asia including Korea, Japan, Hong Kong and Singapore. New Zealand and the Middle East will also receive volume.
This season’s export crop will be supported by an agile marketing campaign that will be adjusted on a market by market basis so Perfection Fresh can effectively connect with potential buyers.
Emerson says the campaign will highlight some of the distinctive characteristics of Calypso mangoes such as their unique pink blush, smaller seed, and silkysmooth flesh.
“We will be promoting Calypso mangoes in select export markets with sampling, point of sale material and displays as well as social media and influencer marketing,” says Emerson.
“A bespoke programme will be tailored by market and by retailer.”
In the domestic market Perfection Fresh will be implementing a 16-week marketing campaign.
Emerson says the Calypso mango season will be announced with a large format, 3D digital, out of home advertising in major metropolitan areas along with free to air TV, digital and subscription TV.
“This year we will engage consumers with special build, out of home installations generating awareness for the brand and reminding consumers to look for the blue Calypso mango trays and the distinctive blushed fruit in store,” says Emerson.
“We will also remind consumers along the path to purchase with out of home panels in malls and in proximity to grocery retail outlets. There will be a full suite of digital activity including social, influencers, search, display and video ad placements as well.” n
Quality over quantity for Honey Gold this season
Piñata Farms predicts lighter crop following fluctuating winter temperatures but night-picking practices keep quality high for the premium mango brand.
by Bree Caggiati
One of Australia’s leading fruit producers, Piñata Farms, has opened its Honey Gold mango harvest for the 2024/2025 season, predicting a lighter-than-usual crop and consistent, high-quality fruit for the premium retail brand.
Piñata Farms, which maintains a 10 per cent share of the Australian mango market, has three farms spanning 650ha across Darwin, Katherine and Mataranka, producing fruit from some 200,000 trees.
A network of about 30 thirdparty growers in Queensland, New South Wales, Victoria and Western Australia also supply fruit under the Honey Gold brand to national supermarket customers throughout the season from November to March.
Piñata Farms managing director, Gavin Scurr attributes the light-
er season to a poor flowering across the Territory due to fluctuating temperatures during winter, when flowering is determined.
“Honey Gold mangoes need at least ten consecutive days of minimum temperatures below 15°C to achieve good flowering and a promising volume. Dry winters –when flowering occurs – are best,” Scurr says.
“While at this early stage, it appears there will be
fewer Honey Golds this season, the volume could change as we get into the season, which we’ve seen happen before.”
All three Territory farms – planted in stages since 2009 – are now in full production, he says.
Scurr says Piñata Farms has planted strategically at Humpty Doo near Darwin to produce a crop in October and extend the season by a few weeks. This year, however, Darwin and Katherine were harvesting simultaneously, with Mataranka following.
Piñata Farms’ third-party growers also predict a lighter season, particularly in Queensland, the biggest growing region.
Despite this, Scurr says a steady supply of Honey Golds is assured for Christmas with peak production expected around early January.
Honey Gold mangoes are harvested overnight when Northern Territory conditions are cooler, and storms are less likely, a unique approach in the Australian mango industry.
“This results in better shelf-life as fruit has had time to fully rehydrate after the heat of the day,” Scurr says. “The practice is also better for pickers and eliminates the risk of sunburn and heatstroke. n
ABOVE—Scurr says there will be a steady supply in time for Christmas LEFT—All three Honey Gold farms are now at full production
Ondine flat series prepares for second domestic Australian season
WA Farm Direct and N&A Group expect to see triple the volume of the previous season with more growth ahead.
by Bree Caggiati
WA Farm Direct and N&A Group are preparing to launch their second domestic season of the Ondine series of flat peach and flat nectarine varieties ahead of the Australian summer.
“From December to March, Ondine flat nectarines and peaches are available, offering a unique taste experience that stonefruit
lovers won’t want to miss,” says Justin Shield, general manager of trading and business development at WA Farm Direct. “[We] are excited about growing this new snacking variety into the summerfruit category in Australia.”
Ondine flat nectarines and peaches are known for their unique shape and flavour. Unlike tradi-
BELOW LEFT—
Ondine are known for their unique flat shape
BELOW—The crop is grown across two locations in Cobram and Perth Hills
tional round varieties, the fruits have a distinctive flat appearance. Shield says this makes them not only visually appealing but also incredibly easy to eat.
“Their juicy, sweet flesh is perfect for snacking, baking, or adding to your favourite summer salads,” he says. “The Ondine offering is set to draw new customers to the category, while also increasing purchase frequency and volume.”
This season, the crop is due to commence late November from orchards in both Cobram in Victoria and Perth Hills in Western Australia. The crop is estimated to triple the volume of Class 1 flat nectarines and peaches over the 2024/25 season. Given the plantings are still relatively young at only three years, WA Farm Direct and N&A Group expect to see production volumes continue to grow in future seasons.
“The success of these fruits can be attributed to the ideal growing conditions found in Australia,” Shield says. “Cobram's fertile soils create the perfect environment for cultivating high-quality stonefruits along with the temperate climate in the Perth Hills.”
Ondine flat peaches and nectarines will be available at selected Woolworths stores n New South Wales, Queensland and Western Australia as well as Coles stores in New South Wales, Victoria and Queensland and independent grocers across Australia.
After a successful launch at Asia Fruit Logistica, WA Farm Direct will also be exporting volumes to Asia and the Middle East this season. n
Montague Farms set for strong stonefruit season
Leading stonefruit grower-packer-marketer to manage growing production with new Unitec line.
by Liam O’Callaghan
Montague Farms is gearing up for a record-breaking stonefruit season with a number of supply chain enhancements set to handle a spike in production.
The company is set to grow and pack over 7,000 tonnes of premium stonefruit this season, including a new offering, Color-Cot, a hybrid of a plum and an apricot expected to debut in the second week of December.
Rowan Little, head of strategy and innovation, is enthusiastic for the upcoming season.
“We’re incredibly excited about the 2024 stonefruit season. Not only are we expecting an increase in production as a result of the maturation of our plantings, but the quality of the fruit is truly exceptional this year,” says Little.
“Our team has worked hard over the winter months to deliver
improvements to our cooling and packing facilities, we’re ready to deliver some of the best fruit we’ve ever grown.”
At Montague Farms’ Croc Sands facility in Katunga, Victoria, a new cold storage facility will be in operation for the first time.
The facility allows fruit to be quickly cooled post-harvest, significantly reducing the time between harvest and packing, ensuring the fruit arrives in peak condition to consumers nationwide.
Montague Farms has also commissioned a new Unitec packing line at its packhouse in Narre Warren North which will double capacity adding a new dimension to the grading accuracy of fruit.
Additionally, for the first time in 2024, Montague Farms will introduce new AI grading technology to its existing lines as part of its part-
nership with Tomra Foods.
Consumers can also expect the return of Montague Farms’ premium nectarine brand Nectara.
The brand comprises three unique colour-coded sub-categories highlighting the flavour profiles of different nectarine offerings.
Sweet Silk is for white nectarines, while Tangy Punch and Smooth Honey are for yellow nectarines.
“The colour coding system for Nectara nectarines makes it easier for consumers to identify which flavours they prefer,” the company said in a release.
“These nectarines are exclusively grown and packed by Montague Farms at Narre Warren North, where size, colour, and high Brix levels are carefully managed to deliver the best piece of fruit nature has to offer.” n
ABOVE—The Nectara brand colour-coding highlights the different flavour profiles of the fruit
LEFT—Prima Fresh has invested in varieties from the Cot International Programme
Success of apricot packs brings category “back to life”
Pride of Prima launches second season in stores, doubling volumes yearon-year.
by Bree Caggiati
Prima Fresh’s pre-packed apricot line, Pride of Prima, has landed in Australian retailers this November following positive reviews on its initial launch in 2023.
“The feedback we received from Coles was, you've brought [the apricot category] back to life, which is a really nice sentiment,” says national sales manager Jackson Bennett. “They were very impressed.”
The Pride of Prima brand markets a range of French apricot varieties including Wonder Cot and Magic Cot in 500gm clamshells, protecting the fruit to maintain consistent quality.
“I feel as though apricots respond
better to packaging,” Bennett says. “They're quite a delicate piece of fruit so they can get marked on shelf, they can get punctured, they can deteriorate, and the customers end up walking away.”
Bennett says there are also benefits in the pricing structure, which differs from the price per kg model for loose fruit.
“When we moved to a 500gm punnet, it gave consumers a more consistent experience with pricing,” he says. “It's a psychology effect people know exactly how much they're going to spend on the product then and there.”
The Pride of Prima brand was launched in 2023 on a trial basis across selected Victorian Coles supermarket stores. Sales quickly took off and it was promoted to full ranging, adding New South Wales stores midseason. Pride of Prima punnets were also stocked in a larger 1.5kg size in Australian Costco stores.
Bennett says feedback from both retailers and consumers was extremely positive following the initial season.
“Every bit of feedback we received was really positive about the eating quality and presentation of the fruit, and that does make a big difference,” he says.
Post-season results showed Pride of Prima packs were the second best performing stonefruit SKU in Coles stores, behind black plums, and had the lowest wastage rate of any other stonefruit line. Costco also reported strong performances on the category.
“We've received commitments from them both, and we're really going to be able to hit the ground running with a proper launch in all stores this year, rather than starting on a trial and watching it build,” Bennett says.
Bennett expects Pride of Prima will move around 300,000-350,000 punnets this season, doubling on last year’s volumes as it enters more stores across Victoria, New South Wales and Queensland.
With such strong consumer interest, Bennett says it's imperative to maintain the brand’s promise for quality which starts at the variety level.
“We’ve focused on building up French varieties over the last five years,” he says. “Now that they're starting to come into full production, it's given us a high level of confidence to be able to move to this format, because we don't have the old varieties filling the punnet.”
Prima Fresh will continue to plant varieties from the Cot International programme each year aiming to move its entire production to fruit with a deeper red colouration, higher Brix levels and sweeter flavours.
“We really want to bring apricots back to being arguably one of the best performing stonefruit lines,” Bennett says. n
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Temptation Valley launches with fresh New Zealand apricots
New brand featuring specialty apricot varieties from the NZsummer series targets domestic and export markets.
by Bree Caggiati
Ardgour Valley Orchards has launched its first commercial volumes of specialty apricot varieties from the NZsummer series under its distinctive new brand, Temptation Valley.
The brand is set to market six varieties from the NZsummer series bred by New Zealand’s Plant & Food Research over some 20 years, as well as popular Kioto apricots and four premium cherry varieties for export and domestic markets.
Ardgour Valley Orchards’ international sales and marketing manager Sharon Kirk expects to harvest approximately 120 tonnes of apricots during summer, more than double the volume produced last season, due to increasing tree age and the ideal spring conditions resulting in significant fruit set.
“Lead-in weather patterns have been slightly more conducive to apricot production than they were last year,” she says. “We had such a signif-
icant flowering, we are undertaking a major thinning programme to boost fruit size.”
Kirk says NZsummer4 apricots are to be harvested about mid-December and will be available domestically in time for Christmas consumption while the Kioto variety and NZsummer 2, 3, 820 and 92 will start in midto late-January, primarily destined for export markets.
Commercial brand names for the NZsummer series varieties are to be announced by grower cooperative and marketer NZSummerfresh before the harvest begins, she says.
“It will be the first time customers have seen the Temptation Valley ‘giftbox’ style packaging which is inspired by a Garden of Eden concept and designed to enhance the irresistible, desirable traits of the fruit,” she says.
“We’ve drawn as many high-end ‘temptation’ themes as possible into the look and feel of the brand – from the north-facing orchard growing at
ABOVE—Temptation Valley will market six different varieties BELOW—Ardgour Valley is the largest producer of NZsummer varieties
an elevation not far from where gold has been found to the floral and art-deco styling and a gift card inside on top of distinctively bright and beautiful looking fruit. All customers who’ve tried our apricots cannot believe how great they look and taste and those who’ve had a sneak peek at our packaging, love it.”
Temptation Valley apricots will be presented in a deep blue box, while cherries will be presented in a rich red box.
Temptation Valley apricots will be exported to Canada, the US, the UK, Dubai, Saudi Arabia, Malaysia, Singapore, and Thailand progressively from December to March with peak production in mid- to late-February.
“Since we sent our first fruit in small quantities last year, and showcased our product at Asia Fruit Logistica, we’ve had serious interest from Marks and Spencer in the UK and Spinneys in Dubai. We’re also working with premium retailers in other countries,” Kirk says.
“Domestically, we’re in discussions with leading independents and chain stores to grow the local market, so New Zealanders can enjoy the rewards of home-bred varieties. Our fruit will also be available for domestic online purchase from early December.”
With some 25ha of apricots, Ardgour Valley Orchards is the largest producer of the NZsummer varieties and is among the largest apricot producers in New Zealand. Its apricot trees are expected to reach full production in 2026/2027.
The apricots were bred for sweet juicy flavour, bright orange colour and exceptional shelf-life and to revitalise waning consumer interest in apricots. Two varieties contain an ethylene-recessive gene which enhances shelf-life and makes them ideal for export. n
Taking traceability to the next level
Trust Codes Global has worked with the Australian fresh produce industry to provide a blueprint for effective traceability systems.
by Liam O’Callaghan
The need for traceability continues to grow for fresh produce businesses, whether it be for managing supply chains, combating counterfeiting, maintaining food safety, or engaging with consumers. Finding a technological solution to service these requirements can be daunting, but Trust Codes Global has been collaborating with the
Australian fresh produce industry to show how it can be implemented with little disruption.
The company’s Trust Codes solution is a powerful cloud-based platform providing a suite of solutions to digitally fingerprint food. It has been successfully implemented across two industry pilots, one with Cherry Growers Australia, Agricul-
BELOW TOP—Trust Codes’ platform can service marketing and traceability needs at the same time
BELOW BOTTOM—Adding a game for MFC drove consumer engagement
OPPOSITE TOP—CherryHill Orchards implemented Trust Codes’ solution following the conclusion of the pilot with Cherry Growers Australia and Agriculture Victoria OPPOSITE BOTTOM—Traceability can help authenticate products and combat counterfeiting
PHOTOS OPPOSITE—Cherry Growers Australia
ture Victoria and CherryHill Orchards and a second with Citrus Australia, Agriculture Victoria and Mildura Fruit Company (MFC).
While the industry bodies have shared the results of these pilots, Trust Codes Global co-founder and managing director Paul Ryan says both CherryHill and MFC now fully implement the solutions after seeing the benefits of being able to uniquely identify and trace their finished goods. Ryan says the pilots leveraged GS1 standards to standardise data collation and streamline traceability.
“We, CherryHill, MFC and those involved with the pilots wanted to prove that by creating data coherency you can replicate traceability systems at fairly low cost,” says Ryan.
“We've proven coherency of data delivers a benefit to brands and helps identify choke points in the supply chain. We’ve also proven it can work seamlessly without slowing a production line down, which is a key measure for everybody.
“The beauty of GS1 means you can replicate what you've done in CherryHill in another cherry grower, because the fundamentals are the same. By standardising these solutions, we can avoid the cost of customisation.”
Ryan says GS1-formatted QR codes combined with the Trust Codes platform can service all traceability needs along the supply chain from aggregation onto pallet, pallet traceability onto freight, and then at the consumer end providing all the information obtained along the way.
“We're a little unusual because we built all our own tools making us completely agnostic to hardware, ERP platforms, or your planning or transport platforms,” says Ryan.
“We are really just a GS1-compliant traceability rail that connects to all your other platforms to give you a single golden thread of traceability using that data. We're not always the author of the data, but we're
We’ve proven coherency of data delivers a benefit to brands and helps identify choke points
always the collector of the data.”
Once fresh produce companies have this data in hand there is so much they can do with it, according to Ryan. Combatting counterfeiting is a valuable outcome for exporters. International consumers want to make sure they get an Australian piece of fruit and have an experience that matches.
“We're always looking for counterfeit content. We've got a machine learning algorithm analysing data out of market, so we can tell when a batch should be in market and where it should and shouldn't be. We have a machine learning engine that hunts down replica websites across the internet and we do things like heuristic domain name searching, which tracks down all possible spelling combinations of CherryHill for example.
“With that information brands can caution or recover product from market. They can also feed it into a science provider for isotopic testing to validate at a forensic level. You can use all of that to take action.”
The data can also help companies initiate action within their supply chain by providing end-toend visibility. Being able to track a piece of fruit from the orchard all the way through to the consumer empowers businesses says Ryan.
“It can help businesses iden-
tify choke points in their supply chain. You can very quickly see things like time to market by tracking from when you dispatch a shipment to when a consumer scans it. Often you can see a shipment clear customs at a container level, but you can’t see what happens to the fruit after it leaves and goes into five or six retailers,” explains Ryan.
“This technology allows brands to start understanding where their product is in market, and how long it takes to get there. Then they can make better decisions around that.
“If there's a recall, you can also manage it quickly, and in a data-centric way, by telling a consumer what to do. A recall can either turn into a disaster for your brand, or you can show them you have it under control.”
The technology can also provide a platform for marketing tools. Not only can supply chain data be used as a provenance tool to give consumers confidence, but Ryan says Trust Codes was able to incorporate gamification elements to engage consumers further.
“We built a game for MFC, where you squeezed oranges and fed a koala. Consumers absolutely loved it, and we drove consumer engagement through the roof,” says Ryan.
“We built a game with CherryHill which was really fun and has
consumers spending more time learning about CherryHill.
“Traceability is a bedrock that you can do so much with. I think CherryHill and MFC have proven that you can deploy it in your business without impacting production output and importantly without breaking the bank.” n
Apples make perfect ‘guilt-free’ snack
New No Snackgrets campaign wants more consumers to see apples as a healthy product to eat between meals.
by Liam O’Callaghan
Snacking is an important part of the daily routine for most Australian consumers and a new, comprehensive, evidence-based campaign, developed by Hort Innovation in collaboration with the Apple and Pear Strategic Marketing Panel, aims to position apples as the ultimate guilt-free snack.
Hort Innovation research indicates that light buyers – those who eat apples regularly but not as often as other fruits – perceive apples as generally healthy but do not necessarily associate them with specific snacking occasions. In contrast, heavy buyers, who purchase apples frequently and more often than other fruits, hold a broader perception. This provides an opportunity for growth says Hort Innovation head of marketing Lynda Pallone.
“Despite being the most popular fruit for snacking, apples currently account for only 6.8 per
cent of basket penetration. Therefore, there was a clear need to make apples more distinctive and memorable, boost brand recall, and position them as a regular snack choice for light buyers,” says Pallone.
“The No Snackgrets campaign aims to strengthen awareness and consideration through consistent, memorable communication that resonates with consumers and elevates apples as a must-have, guiltfree snack.”
The campaign taps into a broad array of channels to engage with Australian snackers across multiple touchpoints. Digital platforms such as YouTube will be used to target consumers with snack-focused messaging during peak snacking times.
Out-of-home advertising will be strategically placed near secondary schools, fast food restaurants, and supermarkets, capturing attention in high-traffic snack zones. Transit
LEFT & BELOW—The campaign will use a a range of mediums to target Australians during peak snacking times
PHOTO—Apple and Pear Australia
advertising will also promote apples as the perfect onthe-go snack, keeping the brand visible in urban areas.
Meanwhile, a social media campaign will share engaging snack-centric content across Instagram, Facebook, and TikTok, to ensure apples remain relevant and desirable for consumers of all ages.
Retail partnerships will see in-store sampling in Coles and Woolworths – paired with digital assets on retailer websites to encourage immediate trial and purchase.
Amplifying the campaign further is champion Olympic boxer Tina Rahimi, who serves as the ambassador for No Snackgrets. With 150,000 followers on Instagram and 130,000 on TikTok, Rahimi is using her platform to showcase how apples fuel her training and keep her energised throughout the day. Her relatable experiences of managing cravings and avoiding unhealthy snacks resonate with both athletes and families alike.
“There were times during training when I craved something quick and easy but reaching for the wrong snack left me feeling sluggish. That’s when I turned to apples – they’re a delicious, filling snack that’s enough to help me bounce back,” Rahimi explains.
Pallone says apples are perfectly placed to meet the snacking needs of Australian consumers.
“As the No Snackgrets campaign rolls out, Aussie Apples is well-positioned to encourage millions of Aussies to reach for apples as their guilt-free, go-to snack of choice. With a targeted, multi-channel approach and the relatable influence of Tina Rahimi, the campaign addresses barriers to healthy snacking and positions apples to become a regular feature in shopping baskets,” says Pallone. n
TikTok trend boosts Aussie cucumber sales
by Pia Piggott
Pia Piggott Pia.Piggott@rabobank.com
Pia Piggott is an analyst at Rabobank’s research division, RaboResearch, focusing on horticulture, viticulture and sugar markets.
ers on TikTok, the worldwide audience has been mesmerised by his videos. Starting each recipe with an entire cucumber, Moffitt adapts each salad to a different flavour combination from kimchi to salmon cream cheese bagel.
The concept has inspired people around the world to try it for themselves, which has led to shortages in Iceland, but it has been good news for Australian cucumber producers. While many vegetables are going up in price, prices for cucumbers are down 5.1 per cent year-on-year, thanks to good supplies.
This – along with positive trends in prepacked cucumber snacking and the viral social media recipe inspiration – has supported an 8.6 per cent growth in the volume of household consumption of cucumbers in the past year.
Cucumber salad might be the healthiest dish to go viral in today’s world of overindulgent and novel foods designed for social media consumption.
When Canadian content creator Logan Moffitt posts a cucumber salad recipe, millions watch. With over 6.8mn follow-
However, taking a look at consumption by life stage reveals an outsized growth in one particular cohort. Incredibly, young transitional households, those aged 17-35 years have increased their consumption 32.5 per cent year-on-year. These consumers aren’t going to books for recipe inspiration, they are going to TikTok.
There are close to 10mn TikTok users in
Australia, the majority of which are aged 18-35 years old. As a go-to app for entertainment, Australians are spending a lot of time on TikTok, and brands are following them, spending millions on advertising and influencer marketing. While the fresh produce industry spends little on marketing compared to the rest of the food sector, social media marketing can be positive for the fresh produce industry, and can increase consumption, particularly in younger age demographics. Will the trend last? Cucumber salad has likely already reached peak internet interest, but for some consumers it may become part of their weekly routines. People are still making TikTok’s viral feta pasta almost four years later. As more households use social media to find recipe inspiration, the fresh produce industry can capitalise on opportunities to market to a new generation of consumers. n
Australian RaboResearch disclaimer can be found here: https://bit.ly/4eyREc3
Source: NielsenIQ, RaboResearch 2024
First fresh Indian pomegranates arrive in Australia
Kay Bee Exports airfreights inaugural shipment using irradiation to meet protocol requirements.
by Liam O’Callaghan
The first fresh Indian pomegranate exports to Australia have arrived to a strong response, almost five years after market access was granted.
Indian exporter Kay Bee Exports airfreighted the inaugural shipment of pomegranates on Saturday 30 August, which was received by Fresh Produce Group in Melbourne and presented at Fine Food Australia 2024 on 2-5 September.
Kay Bee Exports’ chief executive Kaushal Khakhar says the fruit received a strong response.
“Everyone has commented on the excellent eating quality of the fruit, noting that it is soft and sweet. All customers we have shipped to have placed repeat orders,” says Khakhar.
“The fruit was available at specialised stores across Melbourne and Sydney, which were early adopters.”
Indian pomegranates were first granted access to Australia back in 2020; however, the protocol required in-transit cold treatment at temperatures below 2°C, which was not viable. There was a more feasible irradiation option included in the protocol, but this was not finalised until earlier this year, according to Khakhar.
“Timing was ideal, as fruit grown from April to September needs to be airfreighted; the fruit grown during this period is not suitable for seafreight,” he explains.
“We harvest the fruit and then
LEFT—The first Indian pomegranates shipped to Australia were airfreighted
complete a very complex cleaning process, which is part of the protocol. The fruit is then packed, irradiated, and shipped.”
The fruit must be irradiated at ambient temperature, which adds to the complexity of the process for seafreight shipments. Khakhar says the details of this process are still being finalised, but Kay Bee Exports hopes to have it ready by November, when the winter season begins.
“We definitely want to try seafreight because that's the only sustainable way to operate. Airfreighted fruit is just for market introduction. The long-term plan is to use seafreight,” says Khakhar.
“The majority of the fruit is grown in Maharashtra, particularly near Solapur and Sangli, where the peak of the winter season is November, December, and January. Only winter fruit has the right shelf-life to withstand seafreight due to its thicker rind.
“The colour of the fruit will also improve as we progress. When winter arrives, we will have a very deep red colour.”
Pomegranates from Kay Bee Exports will have a couple of advantages in the market, according to Khakhar. He says the company grows its own pomegranates in addition to working with partner farmers, which helps manage supply. Indian fruit also offers greater eating value.
“Pomegranates from India are typically smaller in size, but the eating portion is higher than other varieties. For example, in American fruit, the seeds account for about 40 to 45 per cent of the fruit's weight, while for us, it is about 55 per cent.” n
Fresh Sensations: a legacy of quality and community
The family-run business has spent over 30 years bringing fresh produce to its community.
The Fresh Sensations story began in 1993 when Jimmy Mousikos and his brother-in-law John Nicolaou established their first store, Fruit Exchange, as a humble fruit and vegetable shop. In 2008, they expanded to include a butcher, deli, and grocery section, transforming the business into a full-service gourmet grocer and rebranding as Fresh Sensations.
Andrew Mousikos alongside his brother Nick, and cousins, Harry, and Demitri, grew up surrounded by the values of integrity, customer care, and dedication to quality instilled by their family. They are each committed to providing exceptional produce and a welcoming shopping experience.
“My family started this with a vision of bringing the best produce to the community,” Andrew Mousikos shares, and that vision continues to thrive through every aspect of Fresh Sensations.
BELOW LEFT—
Fresh Sensations was named A better choice!
Queensland Retailer of the Year in 2024
ABOUT A BETTER CHOICE!
This article was prepared by A better choice!, Australia’s first national programme designed to encourage consumers to shop for fresh produce at their local independent retailer. The programme aims to unite the fruit and vegetable industry and buy back customer loyalty. A joint initiative by industry group Fresh Markets Australia and the Central Markets Association of Australia, the programme supports more than 700 retailers across Australia who supply over 1m tonnes of fresh produce to households each year.
Fresh Sensations has become more than just a grocery store; it’s a place where customers can find the best seasonal produce, meats, and gourmet items all in one place. The store’s emphasis on locally sourced goods reflects a commitment to both quality and support for regional growers. The family has worked to make Fresh Sensations a destination for anyone seeking quality, convenience, and a broad selection of fresh foods. This dedication saw them named as the A better choice! Queensland Retailer of the Year in 2024.
Adding to the accolades, Nicolaou was named the 2024 Brisbane Markets Mango King, after placing the winning bid at the 2024 Brisbane Markets Mango Auction, a charity event raising money for Redkite and The Lady Musgrave Trust. This involvement highlights the family’s dedication to not only
bringing the best quality mangoes to their customers but also underscores their commitment to supporting the local produce industry and greater community.
In response to rising living costs, Fresh Sensations has also introduced a pre-packaged section, designed to offer high-quality produce at budget-friendly prices. This selection has become popular among families and individuals seeking convenient, affordable options without compromising on quality.
“We want everyone to be able to enjoy fresh, nutritious food, regardless of their budget,” Andrew Mousikos says.
As the seasons shift, Fresh Sensations is bringing in a vibrant selection of fruits to celebrate the warmer weather. Stonefruits like nectarines, cherries, and lychees are in season with prices becoming more affordable, while berries are arriving in larger volumes, offering great value. Mangoes, which made an early appearance from the Northern Territory, are now arriving in abundance from Northern Queensland.
For locals and newcomers alike, Fresh Sensations is a place where quality, community, and family legacy come together. With its rich history and commitment to adapting to customers’ needs, Fresh Sensations remains a cherished part of the community, bringing the best of each season to the neighbourhood. n
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