Marketing Matters Joseph Ebbage Market Development Program Manager Export Development Program Update they have increased the space, almost 3,000 companies remained on the waiting
will be exhibiting at the INC Conference in Melbourne where we will meet with a wide range of our customers as well as at Sial in Paris in October and Food Week Korea in Seoul, South Korea in November. Given the prospect of the Free Trade Agreement between Australian and South Korea coming into force in time for our 2015 New Season, there is already interest being registered from South Korean traders. The November date for the Korean exhibition is well placed to promote our 2015 new season crop. Domestic Development Program Update From a domestic marketing program perspective, the activities are focused on the New Season period of April to June. We will be advertising our 2014 new season almonds both in print media and online. This advertising will be targeting Australians with an interest in fitness and health as these are key drivers of consumption. Importantly, these drivers are also quite price resilient in times of relatively higher shelf prices for Australian almonds. We will also be sampling almonds throughout Fitness First gyms as people with the capacity to buy a gym membership also have the capacity to regularly buy almonds. Complementing this program will be our on-going health professional educational program. Over the next three months we will be promoting almonds at the Fitness Expo in Melbourne (April 4-6), the Australian Sports Dietitians conference in Adelaide (April 10-12) and the Dietitians’ Association of Australia annual conference in Brisbane from May 15-17.
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The key focus of the marketing program for the first quarter of 2014 has been three international trade exhibitions during February and March. These promotions have included our core markets of India and the Middle East as well as in the high- potential new markets of Russia and Japan. The timing of these exhibitions was well suited to promote our 2014 New Season harvest. The first trade exhibition in this series was Prodexpo in Moscow. It ran from February 10 to 14 and was staffed by marketers and representatives of Almondco, Olam, Select Harvests and the ABA. Prodexpo has been running for over 20 years and is the largest annual food show covering Russia and Eastern Europe. Their published results for the 2014 show were: 2,300 exhibitors from 63 countries with 35 national pavilions. There were over 50,000 visitors from 100 countries including all Russian federal districts. The Australian Almond exhibition booth was in one of the halls devoted to a major theme of the whole show: “Confectionary snacks, Nuts, Dried Fruit, & Bakery ingredients for confectionary products”. This theme covered two halls with the total exhibition. We had a qualified interpreter on the stand for the duration of the exhibition who assisted not only with inquiries at the stand, but worked with our marketers in making introductions to the other nut packers and distributors that were also exhibitors. Most of these nut packers were Russian based. When many of these nut distributors visited our booth in return during the show the quality of our presentation communicated that the Australian almond industry is credible and a serious alternative to the Californian industry with whom they currently deal. Our second trade exhibition in this quarter was Gulfoods in Dubai, running from February 23 to 27. All four Australian almond marketers as well as the ABA attended this exhibition which has become our most important annual show (remembering that exhibitions such as Anuga in Cologne are biennial). Gulfoods 2014 had over 4,200 exhibitors and more than 77,000 visitors. Although
Committee, Brendan Sidhu and the ABA’s CEO, Ross Skinner addressed an Australian Almond Breakfast Seminar held on Day 2 of the Gulfoods. This event was very well attended by over 60 of our customers – particularly from India. This was the third time we have run a Seminar during Gulfoods and continues to grow each year. The third trade exhibition for this component of our New Season campaign was Foodex in Tokyo. It took place from March 4 to 7. Marketers and representatives of Almondco, Nut Producers Australia, Olam and the ABA participated in this exhibition. The Japanese almond market continues to grow strongly. Table 1 (below) indicates sales of Californian almonds in tonnes over the past four years as well as the sales of China, South Korea and Taiwan. Their purchases of Californian almonds for their current crop year: ie from August 2013 to February 2014 also indicate a healthy market in Japan, South Korea and Taiwan (Table 2). Clearly the trading relationships between Japan and California are strong and their trade is growing. Breaking into this market will take some time and consistent marketing over the medium term. However Japan is an attractive market as it has continued to grow during a time of rising almond prices and has established consumer demand. Looking ahead to the remainder of the 2014 Export Development program, we
Californian Almond Sales - Tonnes
FY 2010 FY 2011
FY 2012 FY 2013
MAT Feb 2014
MAT Feb 2013
Table 1 (above): Californian Almond Shipments (Tonnes) past four years Table 2 (right): Californian Almond Shipments (Tonnes) for current crop year.