Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade...

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Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Transcript of Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade...

Page 1: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets

Updated 4 March 2014

Page 2: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Australia Unlimited

Austrade – who we are

The Australian Trade Commission – Austrade – contributes to Australia's economic prosperity by helping Australian businesses, education institutions, tourism operators, governments and citizens as they: • develop international markets • win productive foreign direct investment • promote international education • strengthen Australia's tourism industry • seek consular and passport services.

Page 3: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Austrade’s network

Page 4: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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What we do

• Help Australian companies grow and access international markets,

• Assist via Export Market Development Grants (EMDG) scheme and the TradeStart program

• Provide coordinated government assistance to attract productive foreign direct investment (FDI) into Australia

• Provide advice to the Australian Government on its trade, tourism and investment policy agenda

• Build Brand Australia to enhance awareness of contemporary Australian skills and capability and enrich Australia's global reputation

Page 5: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

“ AUSTRADE CAN HELP

YOU! ”

• Advice on doing business in market

• Relevant contacts

• Assist market entry / expansion

• Identify and follow-up business opportunities

• Buyer visits to Australia

• Business matching

• Trade missions

• Assist negotiations – interpretation

• Ministerial visits

Page 6: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Export Market Development Grants

Eligible export promotion expenses under EMDG include • overseas representation • marketing consultants • communications • marketing visits • free product samples • promotional literature and advertising

trade fairs, seminars and in-store promotions • bringing overseas buyers to Australia • protecting eligible intellectual property www.austrade.gov.au/exportgrants or call 13 28 78

Page 7: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Australian seafood products exported

Fish, Live

Fish, Fresh Or Chilled (NoFillets Or Other Meat)Fish, Frozen (No Fish Fillets OrOther Fish Meat)Fish Fillets & Oth Fish Meat,Fresh, Chill Or FrozFish, Dried, Salted Etc, SmokedEtc; Ed Fish MealCrustaceans Live Frsh EtcSmoked/Cooked Flours EtcMolluscs Live Fresh Etc;Smoked; Flours Etc EdibleAquatic Inverteb Live Etc;Smoked; Flour Etc Nesoi

Page 8: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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$5,000,000

$105,000,000

$205,000,000

$305,000,000

$405,000,000

$505,000,000

$605,000,000

2012 2013 2014

Vietnam

Japan

Hong Kong

China

United States

Singapore

Taiwan

Indonesia

Malaysia

Thailand

Other

Australian seafood export destinations

Page 9: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Australian Trade Commission

Trends - China

Australian live lobsters, abalone and oysters continue to enjoy a good

reputation, but product differentiation and information lacking

Tighter controls over grey channels

Bans on lavish business banquets/dinners are impacting food service

and hospitality

Wedding banquet market subject to supply issues and price volatility –

turning to frozen product

Under-valued declaration at Shanghai port has lead to greater

vigilance by customs

> 9 Presentation Title

Page 10: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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FTAs are a springboard

China - but don’t forget Japan and Korea Price competiveness, but also: • Contract security • Supply chain risk • Reclaim value left on the table • Better branding and promotions we can get

behind • Provenance and food safety

.

Page 11: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

10

15

20

25

30

35

15 25 35 45 55 65

11

Australia enjoys a global reputation for provenance…

Importance

High Low

High

Aust

ralia

per

form

ance

I can trust it to be free of contaminants or harmful ingredients

The processes

used to produce it

make it safe to eat

It is good value for money

It comes from somewhere with a clean

or unpolluted environment

It contains only natural ingredients

It is produced in an environmentally responsible

way

It contains ingredients from a country that

produces high quality food

It contains only the highest quality

ingredients

It comes from a place, country or a company that uses

research and innovation to

improve quality

The place/country it

comes from produces food that looks good

The place/country it

comes from produces food

that tastes good

Page 12: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Australia Unlimited

E-commerce should be a key consideration for any marketing strategy targeting the new Asian consumer

Page 13: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Imported food is increasingly purchased online

• The new Asian consumer is increasingly turning to the on-line channel.

• Online is growing in popularity as a trusted source of safe and quality products

Source: JD.COM; CNNIC (China Internet Network Information Centre, 2007 & 2014), iResearch

Page 14: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Why team up? • Our diversity has led to a fragmented domestic industry

• Coordination and cooperation can lend to scale…

• ..and secure a sustained advantage in international

markets through a targeted and united positioning of Australian agribusiness at government, industry and firm levels

• If not, we risk losing command of our price premium

Page 15: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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What happened to the National Food Brand?

• Research delivered by Austrade in June 2014 (funding provided by the Department of Agriculture) wide support for a national brand.

• National branding - enduring differentiation based on Australian food (“clean, green and safe”) and other aspirational lifestyle qualities

• Austrade suggested a government/industry partnership for a defined period

• Industry waiting to see if funding will be included in White Paper

• Uncertainty about government role and variable willingness of industry to lead is creating risk of further brand fragmentation

Page 16: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Australian Trade Commission

Korea Trends

• Korean tastes broadening - premium seafood increasing - salmon, mussels, lobster, tuna

• FTA entry into force • Favourable for seafood sector

> 16

.

Page 17: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

Australian Trade Commission

Korea events

> 17

Presentation Title

Event City Timeline Website Seoul Food and Hotel Korea 2015

Seoul

12-15 May 2015

https://seoulfood.or.kr/eng/main.asp

Busan International Seafood & Fisheries Expo 2015

Busan

12-14 Nov 2015

http://www.bisfe.com/eng/main/main.php

Page 18: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Trends - Singapore

• Changing consumer preference for frozen over chilled/live fish due to modern lifestyles - Consumption of frozen fish doubled

• Strong seasonal demand for high-end seafood - Chinese New Year

• Restaurants & hotels starting to source for responsibly farmed / sustainable seafood

• Singapore’s oldest supermarket platform, Cold Storage Supermarket joined the WWF Singapore Sustainable Seafood Group to source and promote sustainable seafood

• Burgeoning gastronomy scene, boosted by increasing tourism numbers

Page 19: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Promotional events coming up HK & China

– Sustainable and Organic Premium Food showcase in Hong Kong, May 2015.

– Premium food service market showcase for Japan, Hong Kong and Singapore, culminating in March 2015

– “Premium Australian food” roadshow in China during 2015, culminating with AWIC 2016 (seafood event in Xiamen)

– Guangzhou white wine and seafood event in June 2015

– Australian pavilion at seafood expo in Dalian in Nov 2015 in Dalian

Page 20: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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The missing piece – partnership in production

• Quality inputs into value-added agricultural production

• Systems, services, Intellectual property and technology that improve production efficiency and quality

• Education and skills

Turn our diversity and our comparatively small scale into an advantage.

Page 21: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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The PRETS approach

. Policy

Research Equipment

Technology Skills

Page 22: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Oysters to Japan

• March 2011 Tsunami devastated Tohoku Oyster Industry

• Rehabilitated using Australian single shell variants

• Aligned Australian and Japanese industry systems and created demand for our services and technology

• Demand for Australian style oysters is building

• Opportunity for counter seasonal supply to Japan

Page 23: Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets Updated 4 March 2014

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Contact Austrade

• Call 13 28 78 and speak to one of our advisers

• Email [email protected]

• Visit www.austrade.gov.au

www.exportawards.gov.au