Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade...
Transcript of Australian Seafood Exporters Forum - Austrade role · Australian Seafood Exporters Forum - Austrade...
Australian Seafood Exporters Forum - Austrade role Bruce Wallner Manager, East Asian Growth Markets
Updated 4 March 2014
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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.
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Austrade’s network
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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
“ 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
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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
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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
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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
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
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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
.
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
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E-commerce should be a key consideration for any marketing strategy targeting the new Asian consumer
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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
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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
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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
Australian Trade Commission
Korea Trends
• Korean tastes broadening - premium seafood increasing - salmon, mussels, lobster, tuna
• FTA entry into force • Favourable for seafood sector
> 16
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Australian Trade Commission
Korea events
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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
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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
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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
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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.
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The PRETS approach
. Policy
Research Equipment
Technology Skills
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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
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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