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INDUSTRY REPORT 07 y 08
These projects have been funded by HAL using the avocado levy and/or voluntary contributions from industry with matched funding
from the Australian Government for all R&D activity.
Consumer tracking study for avocados
A recently launched ‘on line’ research in the market in terms of perceptions, regarding the different types and brands
study is continuously tracking the attitudes, purchasing, purchase criteria and target. of avocados, as well as its health benefits
behaviours and perceptions of consumers for infants. This in turn may bring about
While the ‘Go for 2&5’, campaign is driving
towards a range of fruits, vegetables and new opportunities for positioning avocados
up consumption, tailored approaches to
nuts including that of avocados. The main
marketing avocados has also increased among the wider non-purchasing market in
objective for carrying out the study was
their perceived value among consumers. the future.
underpinned by significant factors faced by
Current advertising of avocados has shown
many horticultural industries. The tracking study will be reporting on
a significant impact on consumers, with
Some of these factors were: 38 per cent of the respondents stating that the third and fourth phases in the coming
• Understanding consumption, attitudinal the current advertising would influence months, and will further help develop
and purchase behaviour and category them in their future purchases. Television an understanding on the situation of
perceptions of consumers. commercials, in-store advertising and consumers within the industry.
magazines having the highest recall rate
• Track effectiveness of product Project MT07065
amongst the mediums.
promotional activity.
• Understanding the impact of these The study reveals that determining factors For more information contact:
changes on key performance indicators. amongst buyers are currently: David Chenu, HAL Marketing Manager
• the look and feel of the fruit T 02 8295 2300
Preliminary results available after the
• the price and quality of past purchases E david.chenu@horticulture.com.au
first two waves of the study have already
shown findings of interest, which will • colour
assist in developing ongoing promotional
The study so far has shown that the bulk of
strategies. It is clear that respondents
all avocados have been bought from either
consider all fruits and vegetables are
a major supermarket (46 per cent) or a
healthy but they do not differentiate which
greengrocer (40 per cent).
fruits should address the ‘two fruits and
five vegetables’ a day recommendation. There is also considerable evidence that
Each fruit occupies a different position consumers do not have much knowledge
2
Study groups aim for a globally competitive
avocado industry
The combined experience, knowledge
and resources of the Australian avocado
industry are being harnessed to improve
production efficiency and fruit quality, and
meet competition from anticipated imports.
While these challenges need to be
considered at all levels of the supply
chain, this project is directed mainly at the
production levels.
Among Australian avocado growers,
consultants, resellers, research and
development and extension officers
there already exists a valuable source of
knowledge, experience, practical know-how
and solutions to production and quality
problems. Quite often the solutions to
Canopy management workshop on the Sunshine Coast
production problems are already within
the industry. 16 of these in the past year. have gained new information and 70 per
The project brings these people together cent of attendees have indicated that they
Each group chooses the topics for
to share, learn from each other, receive may change their management practices as
their workshops and in the past 12
new information, observe and debate in months these have included: integrated a result of the workshops. Key performance
order to implement better production Phytophthora root rot control, irrigation, indicators are being exceeded.
techniques across the industry and achieve canopy management, biennial bearing, A ‘Positive Points’ self assessment exercise
improved productivity, fruit quality and flowering and pollination, integrated pest covering key orchard management
competitiveness at a global level. management, composting, nutrition and
practices has been developed. It creates
Study groups have been established in coping with wet conditions, maximising
awareness of critical orchard practices,
the main production regions of Australia yields, and supply chain (quality/marketing/
allows growers to rate their management,
quality assurance). Guest speakers
and each group meets once or twice and helps the group identify topics for
have been arranged to address the
per year. The project team designs and future workshops.
chosen topics.
delivers workshops on production issues
that have been identified by members of Minutes were prepared after each meeting Project AV06003
the study groups. Meetings are typically and sent out to all known growers for For more information contact:
held on‑farm and involve a packshed and a that region.
Simon Newett, QLD DPI&F
field component.
Attendance has been growing and T 07 5444 9619
So far, 20 workshops have been held – feedback has been very positive. Growers E simon.newett@dpi.qld.gov.au
The supply chain project was developed to For more information contact
address this gap and employs a stepped Joanna Embry, Avocados Australia
approach (involving different service T 07 3846 6566
6 providers to undertake each component) E infocado@avocado.org.au
Developing a test to predict Guidelines
avocado fruit quality for avocado
irrigation
A test has been developed that is a good test was carried out on fruit from the management
early indicator of post-storage commercial Bundaberg/Childers area, Queensland.
avocado fruit quality. Collaboration with local growers was Production of avocados occurs across
established and the test carried out using diverse regions of Australia. In particular,
One of the major limiting factors to
fruit from 20 sampling sites. The test water resource availability varies
increase avocado fruit sale is variable fruit
quality. Despite considerable efforts in was conducted at approximately 19 per significantly with declining resources in
improving cold chain management and the cent dry matter about nine weeks prior some regions and plentiful supplies in
skills of ripeners/wholesalers and retail staff, to commercial harvest, and at 21 per others. The industry recognised a lack
avocado shelf quality had not improved cent dry matter four to six weeks prior to of information on how to manage water
much over the past decade. commercial harvest. The resulting fruit under limited and drought conditions.
Maximum fruit quality is determined quality was compared with that of fruit put This recognition triggered the
between fruitset and harvest. No through a commercial cold chain simulation development of the Guidelines For
postharvest technique can improve fruit at about 24 per cent dry matter. Managing Under Limited Water
quality, but can only maintain quality or Supply – Avocados with growers being
A strong correlation in fruit quality (in
reduce quality loss. Postharvest techniques encouraged to consider irrigation
cannot ameliorate an initial quality excess of 60 per cent) was found between
management in the context of different
problem. The development of a simple the robustness test at 19 per cent dry
climatic conditions and water resource
test to predict fruit quality was therefore matter and the commercial simulation of
availability.
proposed. fruit at 24 per cent.
The process for development of the
The test involves obtaining sample fruits Although robustness testing needs to
guidelines included an assessment of the
several weeks before the start of commercial be verified in the coming season, the
available international literature and key
harvest and placing them through a first season’s results indicate that the
‘robustness test’ which would indicate knowledge gaps associated with water
robustness test is a good early indicator of
fruit quality after commercial distribution management in the avocado industry.
post-storage commercial fruit quality. The
and handling. It was suggested that this The major issue identified as requiring
commercial applicability of this test is being research is understanding tree water
pre-season fruit quality test may become a
discussed with industry collaborators. requirements at different growth stages
valuable marketing tool for growers.
Project AV07005 under Australian conditions.
It was also proposed that grower
management data be collected from the For more information contact: The guidelines use best estimates of
blocks sampled to identify possible factors Danielle Le Lagadec, QLD DPI&F crop water requirements adopting an
contributing to fruit quality issues. international standard (FA056 – Crop
T 07 4132 5524
In Phase One of the project the robustness E danielle.lelagadec@dpi.qld.gov.au Evapotranspiration). They focus on
water requirements during non-limiting
and limiting conditions and include
information on:
• Purpose of guidelines.
• Critical growth stages.
• Irrigation requirements – non-limiting
and limiting conditions.
• Drought management strategies.
• References and further information.
Project AV06011
12
Website maintenance Parenting and electronic direct mailers
were sent to a mums and bubs database.
The content of the avocado website
was updated and new recipes added
Sampling
regularly. This helped attract more repeat
visits as well as new visitors. The main Sampling took place in two environments:
focus in 07/08 for online activity has been 1. Health (gyms): During August and
to continue to retain a very high ranking
September 2007 ‘brand ambassadors’
in the major search engines for the
distributed avocados and recipe flyers
Avocado website.
to gym patrons.
Thus far, we have achieved this by – 415 consumers were sampled
developing a set of target key word in NSW with 80 per cent of the
related HTML content and keeping a people attending the gym at that
regularly updated report on user profiles time actively noticing the avocado
for each key word. One of the goals was display.
to focus on traffic increase while keeping
– In Victoria 280 consumers were
the bounce rate to a minimum.
given an avocado and 80 per
The number of visits from 1 July 2006 to cent of the attendants noticed the
30 June 2008 increased from 32,277 to avocado stand.
37,483 visits. The bounce rate decreased – In Queensland 250 consumers
with a household income (HHI) $35K+ on from 45.65 per cent to 41.26 per cent received an avocado.
average 3.7 times across the campaign implying that more people looked at
other pages on the website beyond the In addition to the sampling at health
period. 42 per cent of this audience saw the
main homepage. gyms, there were also a total of 77 media
communication 3 or more times across this
activities put up at Fitness First gyms.
period. The recipe booklet was also inserted
Niche market advertising This ran for a duration of three weeks
as a tip in New Woman magazines.
beginning 3 March 2008. The distribution
This year a niche sector was targeted
3. Online consumer advertising: was among NSW, Vic, Qld, WA and SA.
– expectant mothers and mothers with
One of the best features of online toddlers under the age of three. Four 2. Mothers and babies group: the
advertising is its measurability – it is now advertisements were placed in magazines aim of this program was to educate
possible to measure how many people such as Mother and Baby, Practical mums, carers and pregnant women
see the banner, print the recipe, and click Parenting, Woolworths Australian Parents on avocados, specifically on the huge
through to the avocado website. In addition and Pregnancy and Birth. An additional nutritional benefits for babies aged
to this, the target audience uses online advertisement was also placed in Little 4-6 months and pregnant women. The
frequently – at least monthly if not weekly. Kids which is a quarterly title, aimed at campaign ran from July to September
parents with children aged two to six 2007 and March to May 2008. From
The three-month campaign took place
years old. It is full of information to help July to September the presentations
between August and October 2007.
parents through this incredibly busy time. reached an audience of 15,132
Expandable banners were placed on
This magazine was used to reinforce directly, and 90,792 mums with young
the relevant sections of websites (health
the avocado message and keep them families indirectly and in the period
and recipe focused sections). The online
campaign delivered almost three million consuming it – not just as a first food. of March–May, an audience of 18,456
impressions, with 10,297 clicks at a This magazine was also inserted into were reached. Education on avocados
‘click through rate’ (CTR) of 0.36 per cent the Bounty Bags. Recipe booklets were was definitely evident, as many Mums
(more than double the industry average of inserted in Mother & Baby, Practical commented they were not aware of the
0.15 per cent). huge nutritional benefits of avocados,
along with having limited ideas to use
In addition to the banner advertisements, them as part of their everyday diets.
a Mexican themed newsletter sent to taste. Most mums were keen to buy more
com.au subscribers recorded the highest avocados to provide their families with
number of clicks for ‘news’ (656 in total). another, more nutritious option for
Key lessons from the online campaign were: snacks and meal inclusions.
• The creative was an essential platform Project AV07500
to deliver the recipes and ways to ‘add
For more information contact:
an avo’ to consumers. The expanding
Gunjan Tandan, HAL Marketing Manager
creative was the most successful
T 02 8295 2300
execution.
E gunjan.tandan@horticulture.com.au
• Generally, placements on the lifestyle
and health sites performed better than
those offering food information or
entertainment.
• Targeting the demographic via
newsletters and emails was very
cost-effective and delivered high click
volumes. 13
Carbaryl Potential export markets
Residue for the avocado industry
Studies in Exports of avocados from Australia have produce.
more than doubled in the last three years
Avocado which is driven by the expanding domestic
The avocado participation in the
Australia fresh export program has
production and opportunities to introduce
Unless supportive residue data is avocados to Asian markets. enabled the industry to gain greater
generated, registration of the much- exposure to the international buyers,
In the 12 months to June 2008, Australian
used insecticide product, Bugmaster® planting seeds for international business
avocado exports reached 1300 MT or 36
Flowable Insecticide may be suspended collaboration that is beginning to achieve
per cent above the previous year and more
or cancelled, severely limiting the significant export volumes for the industry.
that 100 per cent above the average of
availability of chemical control options
the last three years of exports. Significant By contributing to this program the
for some key insect pests.
growth markets have been in the Middle Australian avocado industry has been
Bugmaster® is registered for use in East, Thailand and Singapore, all venues for
showcased at events such as Fruit Logistica
avocado crops to control insect pests, major trade events and new international
(Berlin and Bangkok) Food & Hotel Asia
but following a review of the active contracts are close to being achieved in
constituent conducted by the APVMA, (Singapore) and Gulfoods (Dubai) and
other markets.
the data submitted to the regulatory supported by exporters participating to
The Australian avocado industry is small in follow up and generate real trade.
authority, many years ago, is now
considered insufficient because of newer the context of the world avocado trade and
accounts for one per cent of the total world The trade advertising reached more than
and stricter regulatory assessment
production and our export trade is only 20,000 trade professionals in global markets
standards.
two per cent of this one percent. To enable directing them to www.australiafresh.com.au,
Avocado growers say this product the growth to reach potential markets where international buyers are able to find
is an integral component of their the Australian industry has increased the more information about the Australian
pest management programs, and its awareness of Australia’s avocados to the avocado industry and its exporters.
manufacturer, Bayer CropSciences, has global buyers.
identified the avocado industry as an Project AV07507
important market for the Bugmaster®. HAL has been promoting Australian
horticultural industries under the For more information contact:
The Australian avocado industry and Australia fresh banner at trade exhibitions Wayne Prowse, HAL Export Development
HAL, in collaboration with Bayer and in trade magazines for many years. Manager
CropSciences, has commissioned a T 02 8295 2300
The program is designed to raise awareness
residue study program to generate
of the quality and availability of Australian E wayne.prowse@horticulture.com.au
sufficient residue data to renew the
registration.
The independent horticultural research
firm Agronico Research Pty. Ltd. will Market Opportunities for Avocados
conduct the field-phase of two residue
studies in Queensland. The studies will Beyond Fresh Fruit Sales
be conducted inline with the principles This project seeks to identify alternate related to the Australian market. Where
of ‘Good Laboratory Practice’ (GLP). value streams for avocados beyond feasible, a competitor analysis will be
The GLP field report will be combined sales into the fresh market. In particular, undertaken.
with Bayer CropSciences’ analytical- it aims to identify market development
opportunities for low grade fruit and The project also intends to analyse
phase report and then submitted to the
outline viable options for current and new other agribusiness industries with similar
APVMA for review.
value added products to improve overall attributes and examine the methods they
The field-phase of the GLP studies is industry profitability. The project will not have employed to develop their value
scheduled to begin during August and only look at potential uses for the flesh, added processing sectors. By providing
September this year. but also the skin and seed of the avocado case studies of successes and lessons
Project AV06020 fruit. learned in other industries it is hoped this
will provide meaningful insights for the
For more information contact: Research is currently underway to identify
Australian avocado industry.
Dale Griffin, Agronico Research Pty Ltd opportunities for value added avocado
T 0418 139 788 products in a range of market sectors A report will be finalised by the
E dgriffin@agronico.com.au including the oils market, dips and end of 2008, outlining the potential
sauces, other culinary markets, cosmetics, opportunities available to the sector.
nutriceuticals and stock feed.
Project AV07024
Once potential opportunities have been
identified, the limitations in regard to For more information contact:
market development will be investigated. Jenny Margetts, P2P Business Solutions
This will involve looking at product T 07 3366 2710
14 limitations and potential cost structures E jmargetts@bigpond.com
Cooperative promotions
One Harvest through the 2007/08 and benefits. In addition, this was an
Avocado Domestic Cooperative education exercise to communicate to
Promotion Program, initiated by HAL and consumers on the ‘stay green’ messages
Avocados Australia, promoted Shepard and how to use shepard avocados daily
Avocados in Woolworths stores. This in a variety of ways by making consumers
linked to the national “Add an Avo” aware of the versatility of the products.
This was achieved by encouraging trial of
promotion program. The main objective
the recipe being demonstrated.
of this campaign was to create awareness
of the green skin Shepard Avocados Consumers were given the “STAY
and communicate the key features GREEN” message:
• Shepards stay green when ripe.
• Shepards stay green when cut.
avocado purchase experiences, determine tolerant of Vascular Browning, in that the For more information contact:
the response to ripeness indicator drop in likelihood of purchase for similar Karl Crawford, HortResearch
technology, and to establish awareness of quality fruit did not occur until the price T 64 9925 7227
various health benefits and explore their had increased to $1.99. E kcrawford@hortresearch.co.nz 15
Improving technology uptake in the WA avocado
industry
A baseline has been established for the The project set out to determine the WA the World Avocado Congress and
Western Australian avocado industry industry’s current ‘baseline’, its desired brainstorming event; this ensured the
from which improved technology uptake future in five to 10 years, what is needed project was fully versed in the latest
can be measured. to achieve this future, and the strategies world industry practices and recent
required to maximise uptake of necessary developments being researched around
The WA avocado industry underwent
practices. the world. Opportunities of benefit to
rapid growth between 2002 and 2007. It
Over the past 12 months the project the WA industry will be identified from
was recognised that, to capitalise fully on
completed a survey of the WA industry this learning experience and factored in
this growth and to progress successfully
which provided a baseline of the when developing the strategic plans and
into the future, the industry needed to
industry – providing information on its communication strategies.
have strategies and programs in place to
ensure the industry operated with world’s size, production, markets, production Feedback on both the industry
best practices. The WA avocado industry strategies, perceived information gaps and survey and World Congress has been
developed the ‘Improving technology communication preferences. From this base communicated to industry via both
uptake in the WA avocado industry’ information, future production potential seminar and in written form.
project. This was facilitated through can be estimated, as can potential gaps
in production strategies. This information Project AV06002
the industry’s fee-for-service funds
will be of great benefit in mapping out
administered by the Agriculture Produce For more information contact:
the industry’s future and when developing
Commission – Avocado Committee, Alec McCarthy, WA Department of
strategic plans and communication
in conjunction with the Department of Agriculture & Food
strategies.
Agriculture and Food and with assistance T 08 9780 6273
from HAL. The project also funded attendance at E amccarthy@agric.wa.gov.au
Australia has to offer. The R&D Road Shows forum held Project AV06010
were held in South Queensland, North
The Australian Avocado Industry is facing For more information please contact:
New South Wales, North Queensland,
Tristate, Western Australia, Central New increased international competition, Antony Allen, Avocados Australia
South Wales and Central Queensland increasing supply and is currently heavily T 07 3846 6566
16 growing regions. focused on the domestic market. With E ceo@avocado.org.au
Investing in Australian horticulture
Outcome 1 Enhance the efficiency, transparency, responsiveness and integrity of the supply chain for the total industry to provide
clear market signals
Outcome 2 Maximise the benefits of horticultural products in the eyes of consumers, influencers and government
AH07006 Promoting the health advantage of fruit and vegetables to increase their consumption
Outcome 4 Achieve long term viability and sustainability for Australian horticulture
AH07026 The Current and Future Human Resource Needs of Australian Agriculture
AH07027 Horticulture component of the National Climate Change Research Strategy for Primary Industries
AH07031 Peri-urban horticulture and land use planning: Literature Review & ‘Tool-kit’
AV03005 Harvest temperature effects on VC 30-Jul-03 23-May-08 Department of Agriculture Alec McCarthy
postharvest avocado quality & Food Western Australia 08 9780 6273
AV04001 Improved management of avocado Levy 31-Jan-05 22-Oct-07 QLD Department of Fiona Giblin
diseases Primary Industries & 07 3896 9299
Fisheries
AV04007 Rootstock improvement for the Australian Levy 01-Jan-05 30-May-08 Sunshine Horticultural Tony Whiley
avocado industry – phase 2 Services Pty Ltd 07 5441 5441
AV04008 The development of canopy Levy 01-Jul-04 31-Aug-08 Avocados Australia Antony Allen
management strategies suited to the Limited (AAL) 07 3846 6566
different growing environments across
Australia for increased profitability
AV06001 Improving spraying and management of Levy 01-Jul-06 01-Oct-08 Growing Greener Growers Henry Drew
18 spotting bugs in avocados 07 5445 0032
Project Project Title Levy Start Project Organisation Contact
No or VC Project Completion
AV06002 Improving technology uptake in the WA VC 01-Nov-06 01-May-10 Western Australian Alec McCarthy
avocado industry Avocado Growers 08 9780 6273
Association
AV06003 Study groups to achieve globally Levy 15-Dec-06 31-May-10 QLD Department of Simon Newett
competitive avocados Primary Industries & 07 5441 2211
Fisheries
AV06005 Econometric ROI and Investment Levy 02-Jan-07 30-Mar-07 Horticulture Australia Roger Bramble
Apex Analysis Limited 02 8295 2300
AV06006 Scoping of a national Avocado Quality Levy 01-Oct-06 30-Sep-09 Avocados Australia Joanna Embry
System and management of Avocado Limited (AAL) 07 3846 6566
industry information systems
AV06010 Export development for the Australian Levy 04-Jun-07 29-Aug-08 Avocados Australia Antony Allen
avocado industry Limited (AAL) 07 3846 6566
AV06011 Guidelines for avocado irrigation Levy 01-Jul-06 31-May-07 RMCG Anne-Maree Boland
management 1300 306 043
AV06020 Avocado carbaryl residue trials Levy 30-Nov-06 18-Aug-08 Agronico Research Pty Ltd Dale Griffin
03 5976 4511
AV06026 Avocado supply chain mapping and Levy 14-May-07 15-Jun-07 Avocados Australia Antony Allen
resource audit Limited (AAL) 07 3846 6566
AV06028 Avocado R&D Roadshow 2007 Levy 20-Jun-07 29-Aug-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
AV06029 Investigation, analysis and development Levy 02-Jun-07 29-Aug-08 Richard de Vos Richard de Vos
of a strategic plan to maximise avocado 02 9973 4507
sales in the food service markets
AV07000 Improving yield and quality in avocado Levy 02-Jul-07 30-Sep-10 QLD Department of Elizabeth Dann
through disease management Primary Industries & 07 3404 6999
Fisheries
AV07001 Investigation of the distribution and Levy 10-Jul-07 30-Mar-10 QLD Department of Andrew Geering
incidence of Avocado sunblotch viroid in Primary Industries & 07 3896 9353
Australia Fisheries
AV07003 Determination of health-promoting Levy 31-Jan-08 30-Oct-08 Food Science Australia Dimitrios Zabaras
bioactives in Australian avocados 02 9490 8352
AV07005 Development and commercial application Levy 04-Jan-08 31-May-11 QLD Department of Danielle Le Lagadec
of an avocado fruit robustness test Primary Industries & 07 4155 6244
Fisheries
AV07010 Infocado information extension project Levy 18-Apr-08 17-Jun-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
AV07012 Australian avocado export efficiency Levy 30-Apr-08 27-Feb-09 Avocados Australia Antony Allen
powers consultation Limited (AAL) 07 3846 6566
AV07018 Avocado retail quality surveys Levy 10-Sep-07 31-Oct-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
AV07019 Online consumer quality survey Levy 30-Nov-07 29-Feb-08 HortResearch Ltd Karl Crawford
649 925 7227
AV07024 Market opportunities for avocados Levy 25-Apr-08 28-Nov-08 p2p business solutions Jenny Margetts
beyond fresh fruit sales 07 3366 2710
AV07025 Benchmarking the usage and attitudes of Levy 01-Apr-08 04-Jul-08 Consumer Insights Joseph Ebbage
health professionals 0407 543 340
AV07900 Avocado Partnership Agreement 2007/08 Levy 01-Jul-07 30-Jun-08 Avocados Australia Antony Allen
Limited (AAL) 07 3846 6566
MT06020 Improving market access R&D for the Levy 01-Jul-06 01-Jul-10 Horticulture Australia Kim James
Australian horticultural industries Limited 08 6389 1407
MT07065 Consumer tracking study Levy 01-Jul-06 30-Nov-08 Brand Story Pty Limited David Chenu
0419 318 013
AV06500 Domestic marketing program Levy 01-Jul-06 30-Jun-07 Horticulture Australia Gunjan Tandan
Limited 02 8295 2300
AV07507 Export marketing Levy 01-Jul-07 30-Jun-08 Horticulture Australia Wayne Prowse
Limited 02 8295 2300 19
Financial Report
AVOCADO Investment Summary
Year Ended 30 JUNE 2008
INCOME
PROGRAM INVESTMENT
FOR MORE
AVOCADO Industry INFORMATION CONTACT:
20
Horticulture Australia Limited (HAL) Level 7, 179 Elizabeth Street Sydney NSW 2000 T 02 8295 2300 F 02 8295 2399 www.horticulture.com.au