Consumer education holds the key to developing a foothold in South Korea’s table grape market, according to Jeff Scott, chief executive of the Australian Table Grape Association (ATGA).
Scott travelled to the Asian nation last week for an official lunch event, following the opening of market access to Australian grapes earlier this year.The visit included in-store promotions across a number of the country’s leading retail chains, which Scott said underlined the potential of the market.
“Korean consumers are use to dark green grapes from Chile, so initially we saw a little bit of resistance to our lighter coloured Thompson Seedless,” Scott said. “However, as soon as they tasted them (Australian Thompson) they wanted more. They are a sweet grape, well suited to the South Korean pallet.”
As part of the visit, Scott also manned ATGA’s stand at Seoul Food 2014, the third largest food industry exhibition in Asia. He said the industry would increase its promotional activity in South Korea next season.
“Our season was already underway when market access was granted, so we have only sent some trial volumes this year,” Scott explained. 'We will commence exports early next year and we are already engaging importers to do some promotional work to help develop a consumer base.”
Australian Minister for Agriculture, Barnaby Joyce, said the table grape industry would also benefit from the recently signed Korea Australia Free Trade Agreement (KAFTA).Once KAFTA is ratified, the import tariff for Australian table grapes will drop from 45 per cent to 24 per cent between the months of December and April, with this tariff to be eliminated over five years.
“I am absolutely delighted our industry has been able to take advantage of this new market, in which demand for Australian table grapes will hopefully increase with time,” Joyce said.
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