Seven ‘master classes’ have been held by chefs in Singapore, Malaysia and Hong Kong to educate others in the service industry of the many culinary uses for Australian avocados. The master classes targeted Chinese chefs, Western-style chefs and beverage masters.
“By educating chefs and others in the service industry we’re increasing their knowledge of the fruit and how it can be used in meals,” said Wayne Franceschi of the Avocado Export Company (AEC). The chefs running the master classes were expected to create a number of recipes, which would be used as meal ideas for those involved in the food service industry. These meals would be more akin to traditional Asian meals than the type of recipes popular in other countries, added Franceschi. Some of the dishes prepared included spicy tofu and avocado, avocado spring rolls and avocado cendal crush.
According to industry figures from 2010 to 2011, Singaporean imports of Australian avocados increased by 39 per cent, which equated to an additional 200 tonnes, while Malaysian imports increased by 72 per cent over the same period. Australia produces almost 50,000 tonnes of avocados annually and is working to get a greater share of the Asian market.
The Master Classes are a component of a major trade initiative to increase market share of the lucrative Asian food market. The initiative was jointly funded by the AEC, HAL, Avocados Australia, and the Queensland Government.
Queensland’s Treasurer and Trade Minister Tim Nicholls said the initiative also focused on the supply chain and how to maximise the value of the product to the consumer and back to the grower. In addition to the Master Classes other activities included consumer research, training in product handling, in-store promotions, and product monitoring through-chain.
Consumer research undertaken in Singapore earlier this year helped tailor the marketing campaign which was used in Singapore, Malaysia and Hong Kong.
“Queensland avocados are some of the best in the world in terms of taste and quality and this initiative is all about promoting them to a wider audience,” Nicholls said.
“Increasing access to markets like Singapore, Malaysia and Hong Kong could also bring about future opportunities for Queensland in the lucrative Chinese consumer market.”
Some of the major supermarkets supporting the initiative include Aeon, Tesco, Cold Storage, Carrefour and Parknshop, Sogo and Welcome. They will be holding avocado tastings and avocado cooking demonstrations through out the year. Aeon banner Jusco plans to have an avocado display competition in its Kuala Lumpur stores and avocado in-store promotions at the beginning and end of Ramadan using Australian avocados.
Nicholls said the success of this initiative is due to the strong commitment from importers: Euro-Atlantic in Malaysia, Freshmart in Singapore, and Wing Kee Produce in Hong Kong, as well as the Australian avocado exporters and the project collaborators.
