When an issue arises in the Malaysian market, the Avocado Export Company (AEC) moves quickly to fix it.
The Western Australian-based firm has worked hard to develop a foothold in the South East Asian nation, built on loyalty and trust with its importers. The relationship has allowed AEC to continue commanding premium prices for their fruit, while offering plenty in return.
“Price is always a factor, but as time goes on we are finding demand for Australian avocados in Malaysia is more about quality and service,” AEC’s managing director Jennie Franceschi said. “There is much cheaper fruit available but our importers prefer Australian-grown because we offer the complete package.”
The relationship was put to the test over the 2013/14 season, after a smaller than anticipated avocado crop out of Western Australia. Franceschi said the value of the Malaysian market made it a priority for her company, with only minor disruptions to the trade.
“We maintained the same price from October through to March in Malaysia,” she explained. “Our customers continued to pay big money and only cut back when we didn’t have the fruit to supply them.”
It was a fitting reward for AEC, who have invested heavily in developing the avocado category in Malaysia over recent seasons.
Their promotional campaign, with the tag line of delicious meets nutritious, has been rolled out across both the wholesale and retail sectors, via point of sale materials, brochures and social media activity. Franceschi said the campaign has had substantial penetration, with AEC now focused on widening its reach.
“Originally we only went to Kuala Lumpur but we have promotions in Penang, Kota Kinabalu as well this year,” Franceschi told Asiafruit. “We also have fruit going up to Borneo and Saba. I think as people become more aware of the health benefits of eating avocado they are including it more in their weekly shop.”
