
2 minute read
Making market connections
Joint Industry Project Returns
One of Dried Fruits
Australia’s visions is to foster a “profitable industry, delivering innovative growth, superior quality healthy dried grapes to the world”.
A key objective from the Dried Grape Strategic Investment Plan 2022 – 2026 is to work on demand creation, identifying and prioritising export market niches, developing trade with existing and new export markets, and developing strong relationships across the supply chain to grow the Australian dried grape industry’s share in export markets.
The Australian industry joint export marketing program was established in 2018 between DFA, Australian Premium Dried Fruits and Sunbeam Foods to achieve these set goals.
These activities were paused throughout Covid, however the Australian industry returned to international events this year, with a joint one-week trip to China, where the team visited major dried fruits players and participated in SIAL Shanghai.

DFA CEO Thomas Cheung said the goal for the trip was to reconnect and strengthen the market with existing and potential new customers after a four-year absence.
“Our focus is more on next season and a predicted increase in volume, with a readiness in terms of understanding the market, customer requirements, competitors, strategies on product range, market segment and pricing,” he said.
“Our goal is to increase our export volume to the Chinese market from the current level of 800 tonnes to 1000 tonnes to 5000-6000 tonnes in the next five years.”
DFA is now working together with APDF and Sunbeam Foods to review the industry's marketing strategy to the Chinese market.
“We successfully reconnected with major customers, existing and new, and gained a good understanding of the Chinese market, consumer trends and customer requirements on our products,” Thomas said.
“Volume and quality issues in the past few years has not helped us in promoting our products in the Chinese market in the ways that we wanted. We have got work to do, to adapt to the changes with an updated marketing strategy for the Chinese market. I am confident we can excel in that market if we work together collectively and strategically.”
Sunbeam export manager David Tucker said the China trip, including SIAL Shanghai, was beneficial.
“We identified numerous opportunities and built some very solid relationships,” he said.
“The visit also gave us the opportunity to educate customers and potential customers on our unique harvesting techniques and sunmuscat offering, which was very well received.
“Most importantly, as an industry, we worked hard to build confidence in our future supply, which is critical for these customers and will open future opportunities in this market.”
The Joint Marketing Program’s next activity will be to Anuga, Germany, in October this year.
European markets have long been the Australian industry’s traditional markets, with about half of the dried grape industry’s export volume bound for Europe. Returning to Europe will aim to strengthen and further develop Australia’s dried grape export business, through visiting customers, establishing connections and participating as an exhibitor. v
LEARNINGS FROM CHINA:
- Chinese dried grape consumption is about 180,000 tonnes/year
- China’s import and export dried grape volumes are almost identical – about 30,000 - 40,000/year
- Current import from Australia is about 800 tonnes, Chile 4500 tonnes, major country is Uzbekistan
- Consumption declined during Covid, resulting in market interruption
- The current Australian ideal prices are about 20 per cent higher than imported Chilean products (Chile is also a tariff free country to China, like Australia)
- Chinese customers are very conscious of dried grape quality, variety, consistent sizes, taste and flavour, as well as product appearance
- The Chinese market enjoys Australian dried grapes, but has reduced affordability due to competition
- Australia’s dried grapes are mainly used in premium snacking and children’s ranges