In-store promotions and a recent trade mission are helping Australian table grape imports gain traction in the Japanese market.
After winning access to the North Asian nation last year, at least 60 containers of Australian Thompson and Crimson Seedless have been cleared for shipment to Japan since January, with this number expected to swell to 90 or 100 containers by season’s end in May.
To capitalise on this opportunity, the Victorian Department of Economic Development, Jobs Transport and Resources (DEDJTR), the Australian Table Grape Association (ATGA), Horticulture Innovation Australia (HIA) and Austrade Japan are working together to coordinate retail promotions during March and April. A three-day promotion was held in the Hankyu department store in Osaka last week, which was received extremely well by consumers, according to Stephen Baud, senior market manager for North Asia at DEDJTR.
Representatives from Hankyu recently visited Melbourne and Sunraysia as part of a three-day trade mission. Baud said Hankyu’s fresh produce manager was so impressed with the quality and sweetness of Australian table grapes that he personally designed and created the promotional display, which included point of sales materials and tastings. The promotion was a major coup for the Australian industry, as Hankyu traditionally only stocks Japanese grown premium fresh produce.
“The timing is perfect to position Australian table grapes as a premium quality offering relative to Chilean table grapes in the minds of discerning Japanese consumers,” Baud said. “It has been a really exciting start to the season in Japan and with exports expected to continue through to May we expect to continue building momentum.”
Similar promotions will be held over the coming weeks in major retail chains including Aeon, Yaoko, Peacock and the Hanshin department store.
