ASIAN FOODS Asian Foods Derive from the Cultures of Asian Countries

RESEARCH COMPENDIUM 1993-1994 © 2008 Rural Industries Research and Development Corporation Electronically published in 2008. New ISBN number: 1 74151 698 6 Pub. No. 08/110 “RIRDC Research Compendium 1994” These summaries are based directly on information provided by contributing organisations and have been edited only to meet a uniform standard of style and presentation. While every effort has been made to ensure editorial consistency, RIRDC does not take responsibility for the accuracy of information supplied by the contributors. RIRDC shall not be responsible in any manner whatsoever to any person who relies, in whole or part, on the contents of this report unless authorised in writing by the Managing Director of RIRDC. This publication is copyright. Apart from any fair dealing for the purpose of research, criticism or review as permitted under the Copyright Act 1968, no part may be reproduced in any form, stored in a retrieval system or transmitted without prior written permission from the Rural Industries Research and Development Corporation. Requests and inquiries concerning reproduction should be directed to the Managing Director. RIRDC Contact Details Rural Industries Research and Development Corporation Level 2, 15 National Circuit Barton ACT 2600 PO Box 4776 Kingston ACT 2604 Ph: 02 6271 4100 Fax: 02 6271 4199 www.rirdc.gov.au ii R I R D C ASIAN FOODS Asian foods derive from the cultures of Asian countries. For the purposes of RIRDC's program, Asian foods include fresh, semi-processed and processed foods relating to Asian cultures. The market for Asian vegetables in many Asian countries is large. In 1988, Japan imported $120 million of fresh Asian vegetables. Imports to Asia of frozen, salted, canned Asian vegetables and seed total almost $2,000 million annually. Foods other than vegetables, particularly processed foods, are popular and include dried meat and fish as well as noodles and rice crackers. Japanese consumption of pickles is approximately 1.2 million tonnes per annum and worth about $5 billion at the manufacturing level. Domestically, with increases in the Asian-Australian population, Asian tourists in Australia and changes in eating habits of Australians, interest in Asian foods is high. The markets for Asian foods in other parts of the world are also expanding. This program has been developed in close consultation with Australian producers and processors, the Asian community in Australia and following review of the Asian foods market for Australia. Background papers are available from the Corporation. RIRDC priorities should be seen in the light of Australia's competitive advantage for export. Australia has extensive land resources; mechanisation to reduce unit costs; produces amongst the most biologically and chemically clean foods in the world; is geographically located favourably to temperate north east Asian markets, favouring high value out-of-season supply from Australia; and multicultural diversity can be considered a business asset for product knowledge, production and marketing of Asian foods. RIRDC achievements in this program include the commissioning and launching of four very popular Asian food reports over the last 18 months to help producers of Australian made Asian foods gain access to market information never before collated. ASIAN FOODS 1. MARKET DEVELOPMENT POTENTIAL FOR HOT CHILLI PEPPERS Objectives The aim of this project was to assess the market potential for Australian hot chilli pepper industry by determining if chillies could be grown, processed and marketed to satisfy demands and compete economically with imports on both price and non-price factors. Furthermore, the possibility of expanding into an export market was also assessed. Background Australians are responding to Asiatic and Spanish-American influences by consuming greater quantities of hot and spicy foods. This has manifested itself in many forms such as: hot and spicy Kentucky Fried Chicken, Mexican pizza and hamburgers, chilli and sate flavoured peanuts, and tex- mex flavoured chips. Consequently, in the last four years, imports of dried chillies have almost doubled to $2.2 million. Although this level of import replacement may not be considered large nationally, it could be considered lucrative to a regional community. Furthermore, if Australia was to follow USA trends, the total chilli industry could grow to A$30 million. Research The report was conducted in two parts, the Australian chilli market and the overseas chilli market. In both cases extensive desktop study was undertaken to determine market parameters. Outcomes This report concludes that Australia may be able to compete with imported chilli if harvesting costs can be reduced. Harvesting costs are high due to the labour intensity of harvesting chillies. Consequently, a form of mechanical harvesting needs to be developed and this may be achieved by using a modified bean harvester. Implications There is potential to reduce costs of supplying chilli domestically by lowering harvesting costs, but this will depend on associated yield losses. Further research is needed to investigate this relationship. RIRDC Project No: DAQ-154A RESEARCHER: Kerry A Miles ORGANISATION: Queensland Department of Primary Industries Agribusiness Marketing Services GPO Box 46 BRISBANE QLD 4001 PHONE: 07 239 3269 FAX: 07 239 0439 Objective To prepare a paper on prospects for an 2. ASIAN FOOD: MARKET TRENDS AND PROSPECTS Australian based Asian foods industry and the research and development needed to realise its potential. The paper is to examine on-shore and off-shore movements to determine key countries, markets and foods and likely movements over the longer term (three years). It is also expected to include: trends in trade and consumption as GDP changes, and associated Asian food flows in selected Asian countries; and trends in imports, domestic production and consumption of Asian foods in Australia. Based on the above research, predictions will be made for key export and domestic opportunities for Asian foods for Australia over the next 510 years. Background There are a number of factors favouring the expansion of Asian food production and processing in Australia: Asia has the fastest growing economies in the World; its disposable incomes are increasing significantly; its potential consumer base is enormous; there is a large growth in per capita food 4 R I R D C ASIAN FOODS consumption; there is an increase in the number of two-income families; and there is a high proportion of youth in most Asian countries. Also important are improved Australian trade linkages with countries of the region and the growth of the Asian population in Australia. Research Data from World Development Indicators were used to establish a number of basic economic, demographic and agriculture-food standards. Three basic data areas were examined: population; income and wealth; and agriculture and food. Asian foods were grouped into: oriental vegetables; seaweed; grain-derived products such as noodles, tofu and tempeh; and snack foods. Emphasis was placed on fresh and lightly processed products. Wholesale data rather than retail process, and three criteria were used to study the potential for export of oriental vegetables to Asia. The three criteria applied were: annual average price must be greater than $4.00/kg; the vegetable should be relatively production–resource hungry; and there should also be a high degree of labour intensiveness in production (and hence opportunities to compete through mechanisation). Outcomes Recommendations include further research on: possibilities for using Australia’s idle waterways for water-based vegetables; possible mechanisation for the production and/or harvesting of those vegetable that are labour intensive; cultivation and marketing of hornwort, water chestnut, bamboo, broad bean, mushrooms and wasabi; Australia’s potential for producing seaweed; Australia’s potential to supply herbs and spices, soluble fibre, textured vegetable protein, vitamins, deer velvet and bird’s nests to the functional foods market; the production of fermented foods and sodium-reduced pickles; and vitamin enhancement of instant noodles. Implications This study clarifies market prospects Australia’s Asian food market , provides background information for industry participants in this market and provides a basis for RIRDC’s priorities for research in this program. RIRDC Project No: Consultancy RESEARCHER: Mr Grant Vinning* ORGANISATION: Queensland Department of Primary Industries Agribusiness Services GPO 46 Brisbane QLD 4001 PHONE: 07 239 3300 FAX: 07 221 3896 PUBLICATIONS Vinning, G. 1993. Asian Food: Market Trends and Prospects, RIRDC Research Paper No 93/3 *Mr Vinning now heads the “Asian Markets Research” consultancy - Ph. 07 376 2244 3. ASIAN FOOD DISTRIBUTION IN CHINA AND HONG KONG Objectives To identify the existing distribution system of Asian Foods within China and Hong Kong. Specifically, the key items addressed included: market distribution structure for unprocessed Asian Foods; market distribution structure of processed Asian Foods; government regulations on imported Asian Foods; recommendations on commercial and trading methods relevant to the success of Australian Asian-type food interests marketing and distributing their produce in Asia; and Corporate detail listing of significant import distributors of Asian Foods. 1994 RESEARCH REPORT 5 ASIAN FOODS Background One of the priority areas identified in RIRDC’s Asian Foods Strategic Workshop in July 1993, was the lack of commercial

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