The South Korean market appears to be ripening for leading New Zealand avocado exporter Avanza, literally. While consumers in the Asian nation have traditionally shown a preference for hard, green fruit, Avanza spokesperson Steve Trickett told Asiafruit that attitudes are slowly beginning to turn, as education about the category increases.
“The South Korean market is rapidly growing into a key consumer market for avocados, and this past season Avanza observed the dramatically positive influence on repeat sales, with some retailers starting to present ‘ripe fruit’ options to shoppers,” Trickett explained.
New Zealand exporters are well position to capitalise on this growing demand, with a 30 per cent tariff on their fruit to be gradually eliminated under the terms of a free trade agreement with South Korea over the next 10 years.
Sensing an opportunity, Avanza, which handles 93 per cent of New Zealand’s shipments outside of Australia, has appointed Seoul-based firm Latitude as its in-market agent to support its South Korean customers and coordinate promotional activities. The partnership has already proved a success, with Avanza increasing its sales volumes by 58 per cent over the 2014/15 season.
The rapidly developing South Korean market adds to the strong foothold Avanza currently enjoys in Japan. These two markets will form the cornerstone of Avanza’s Asian operations over the coming seasons, although inroads into other markets in the region are also being made, particularly as the company looks to roll-out its Partners in Asia programme with Mission Produce.
“We have agreed to take a staged approach to Asian market development with Japan, Singapore and South Korea given priority for the short term, with other markets added as resources and crop volumes allow,” Trickett said. “Malaysia still requires patience and support as we look to grow the category there. We also had our first season into India, with commercial volumes being exported to that new access market.”
