Australian pomegranate grower-packer-marketer PomLife is eyeing export opportunities for the first time. The company sees particular promise for its packaged, pre-extracted arils (seeds) in Asia, with PomLife director Gal Shapir expecting the value-added product to appeal to time-poor consumers.
“We have begun exploring arils export possibilities to Japan, Korea and China and other Asian markets where there is demand for ready-to-eat products,” Shapir says. “PomLife is actively looking to expand its product range, plant more trees and expand its overseas presence,”
PomLife, Australia’s largest pomegranate grower, has commenced its third commercial harvest this season, with Shapir suggesting its orchards are still a few years away from full maturity. The company has developed an import programme to ensure it maintains a constant supply line for its aril product, which compliments investments being made in lengthening its own production window.
“In the counter season, we primarily import pomegranate fruit from the US, which we mostly use as a raw material for aril production,” Shapir explains. “Having said that, we are using a number of harvesting and storage methods as well as different fruit varieties to extend the Australian season as much as possible.”
Marketing for PomLife’s fresh and value-added offerings continues to be based around the nutritional value of pomegranates.
“Pomegranates are fantastic fruits with some great health benefits; they are very high in anti-oxidants,” Shapir says. “They are referred to as a super food and are becoming an increasing part of many daily diets. The increasing awareness can be attributed to increased exposure through promotions and the media.”
PomLife has seen a growing demand for its arils in Australia over recent seasons, with the product, sold in 75g punnets, re-entering the domestic market earlier this month.
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