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Broccoli to Japan Final Report Market analysis and strategy: broccoli to Japan Bronwyn Warfield Trade and Investment Queensland Project Number: VG13048 VG13048 This project has been funded by Horticulture Innovation Australia Limited using the vegetable industry levy and funds from the Australian Government. Horticulture Innovation Australia Limited (Hort Innovation) makes no representations and expressly disclaims all warranties (to the extent permitted by law) about the accuracy, completeness, or currency of information in Market analysis and strategy: broccoli to Japan. Reliance on any information provided by Hort Innovation is entirely at your own risk. Hort Innovation is not responsible for, and will not be liable for, any loss, damage, claim, expense, cost (including legal costs) or other liability arising in any way (including from Hort Innovation or any other person’s negligence or otherwise) from your use or non-use of Market analysis and strategy: broccoli to Japan, or from reliance on information contained in the material or that Hort Innovation provides to you by any other means. ISBN 0 7341 3612 9 Published and distributed by: Horticulture Innovation Australia Limited Level 8, 1 Chifley Square Sydney NSW 2000 Tel: (02) 8295 2300 Fax: (02) 8295 2399 © Copyright 2015 Acknowledgements I wish to acknowledge the project team from Trade and Investment Queensland (TIQ), Department of Agriculture and Fisheries (DAF) and Griffith University (GU) for undertaking research and analysis, assisting in writing this report and for progressing trade development activities with prospective Japanese customers. The project team included: Name Organisation Daiji Takashima Business Development Manager, TIQ Tokyo Office Iori Forsyth Business Development Officer, TIQ Tokyo Office Adriano Brescia Trade and Investment Officer, TIQ Brisbane Bill Johnston Principal Agricultural Economist, DAF Clinton McGrath Senior Horticulturalist, DAF Dr Robin Roberts Lecturer, Griffith Asia Institute, Griffith University The project team acknowledge the steering committee members for dedicating their time and expertise to oversee this project. They have provided invaluable commercial direction and a collaborative national approach to the project and research activities. Listed below are the project steering committee members: Name Organisation Hayden Moore/ Michael Coote AUSVEG Kees Versteeg Qualipac Brad Ipsen Twin Lakes James Terry Momack Produce Robert Nave Fragapane Farms Gavin Foord HorticultureWA Rachel Lancaster Department of Agriculture and Food WA Chris Warr Tony Warr International Pty Ltd Darren Wood Withcott Seedlings Justin Heaven Department of Agriculture and Fisheries (DAF) We also acknowledge Dr Jenny Ekman and thank her for providing her expertise in relation to packaging and maintaining product quality for broccoli exports. In addition, Chris Warr for providing the data for analysing sea freight to Japan and Sean Wood from CT Freight for providing data for air freight. Also we thank the levy growers, Industry Advisory Committee and Philippa Lorimer from HIAL for providing funding and support for this project. Finally we thank TIQ’s Marketing, Events and Communication section for their graphic design expertise, in particular Aleisha Domrow, Fleur Haliday and Renee Dickens. Also we thank Lachlan Huggins of TIQ for helping to finalise this report and update the statistics and Ken Parker of TIQ for reviewing and editing the final report and a special thank you to Shelley Daly of TIQ for her formatting expertise. i Table of Contents Executive Summary .........................................................................................................viii 1 Introduction .............................................................................................................. 1 1.1 Background .......................................................................................... 1 1.2 Objectives ............................................................................................ 1 1.3 Methodology ........................................................................................ 2 1.3.1 Work in a collaborative partnerships .................................................... 2 1.3.2 Conduct desktop research into the Japanese broccoli market ................. 3 1.3.3 Supply chain mapping, competitor analysis, market segments ............... 3 1.3.4 Consumer research ............................................................................ 4 1.3.5 Economic analysis .............................................................................. 4 1.3.6 Extension and communication activities ............................................... 5 1.4 Limitations/Scope ................................................................................. 5 1.5 List of terms ......................................................................................... 6 2 Industry collaboration and consultation ....................................................................... 7 2.1 Grower survey ...................................................................................... 7 2.2 Project Steering Committee ................................................................... 8 3 Australian industry ..................................................................................................... 9 3.1 Production ............................................................................................ 9 3.2 Research .............................................................................................. 9 3.3 Australian exports ............................................................................... 10 3.3.1 Current export markets .................................................................... 10 3.3.2 Historical exports to Japan ................................................................ 10 3.4 Australian export supply chain to Japan ................................................ 13 4 Japanese market overview ....................................................................................... 15 4.1 Japanese economy.............................................................................. 15 5 Japanese broccoli market ......................................................................................... 16 5.1 Market access ..................................................................................... 16 5.1.1 Import tariffs ................................................................................... 16 5.1.2 Phytosanitary requirements .............................................................. 16 5.1.3 Pest and chemical residue requirements ............................................ 16 5.1.4 Pest inspection for broccoli imports ................................................... 17 5.1.5 Pests detected in consignments of fresh Australian broccoli in the past 17 5.1.6 Chemical residue inspection for food imports...................................... 18 5.2 Market size and growth ....................................................................... 18 5.2.1 Imports – fresh broccoli ................................................................... 19 5.2.2 Imports – frozen broccoli .................................................................. 22 5.3 Market segments ................................................................................ 25 5.3.1 Importers/distributors ...................................................................... 25 5.3.2 Retail – supermarket ........................................................................ 32 5.3.3 Food service .................................................................................... 34 5.3.4 Food processing .............................................................................. 37 6 Competitor analysis ................................................................................................. 39 6.1 Japan ................................................................................................ 39 6.1.1 Production ....................................................................................... 39 6.1.2 Seasonality ...................................................................................... 41 6.1.3 Pricing ............................................................................................ 42 6.1.4 Product specifications ....................................................................... 42 ii 6.1.4 Relationships ................................................................................... 43 6.1.5 Supply chain .................................................................................... 43 6.2 United States ...................................................................................... 44 6.2.1 Production ....................................................................................... 44 6.2.2 Import to Japan - fresh .................................................................... 47 6.2.3 Seasonality ...................................................................................... 47 6.2.4 US exporters and brands .................................................................. 48 6.2.5 Product specifications ....................................................................... 49 6.2.6 Supply chain costs ........................................................................... 50 6.2.7 Production Economics ...................................................................... 50 6.2.8 Supply chain ...................................................................................
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