Marketing was a key focus of the Australian Citrus Market Outlook Forum held in Sydney earlier this week.
More than 150 stakeholders from the citrus industry attended the two-day event, which featured presentations from Nudie Juice chief executive James Ajaka and 2013 PMA/Produce Plus Marketer of the Year winner Lisa Cork.Citrus Australia chief executive Judith Damiani said Cork’s session on making fruit labels and boxes work for the industry was a crowd favourite.
““I know there are a lot of people talking about reviewing and rethinking about how they present packages to their customers,” Damiani said.
The ongoing development of the Chinese market was also a key point of discussion, with speakers including Shanghai FruitDay co-founder Loren Zhao and Chinese market expert David Thomas.Delegates heard that while progress was being made towards a free trade agreement with China, the industry needed to be patient and follow the due processes of trading into the Asian nation. Exporters where also encouraged to deal with Chinese trading partners in Rmb.
On the production front, this season’s Australian crop forecast appears to be up on last year for most varieties, excluding Imperials and Afourers.Damiani said the industry emerged from the forum feeling positive about the future of Australian citrus.
“I told the Forum on Wednesday that if you have one new concept or contact that you can apply back to your business then it’s been worthwhile,” Damiani said.“Certainly the people I have spoken to have all gone away with much more than this.”
