Export Development Barriers
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1 Export Development Barriers Bernadette Eggington Assistant State Director Darwin Trade Advisor - Agribusiness Austrade Food Futures Conference Wednesday 5 th November 2014
2 As a country we are focused on backing our strengths, the things we do as well as any and better than most Australian Minister for Trade and Investment, Andrew Robb July 2014 Agriculture and agribusiness is one of our great strengths Australian Minister for Trade and Investment, Andrew Robb Opening Address to the Australian Dairy Investment Forum Melbourne 2014
3 The new Asian consumer and where Australia s Horticulture sits
4 The Inner Circle
5 Successful strategies will address two powerful trends The new Asian consumer Food security
6 The shift in Asian markets FROM Short-term Price-driven TO Integrated supply chains Long-term relationships Differentiation between suppliers and countries of origin What does Australia need to do to adapt?
7 Market update 2012, 2013 Vegetable statistics (USD, CIF, #07 edible vegetable) Market Total imports AU market share # AU value share Overall key imports AU key exports China $2.54b % Cassava, sweet corn, mushrooms Peas Japan $2.51b % Malaysia $826m 3 4.7% Singapore $784m 3 6.9% Onion, leguminous, cabbages, pumpkins, Mushrooms, Leeks, Onions, cabbages & cauliflowers, potatoes, carrots Cabbage, tomatoes, capsicum, mushrooms, onions, cauliflowers, Asparagus, Onions, carrots, mushrooms Carrots, potatoes, onions, cauliflowers, celery, lettuce, Carrots, broccoli, potatoes, lettuce, pumpkin, asparagus Korea $723m 7 1.2% Cassava, carrots, beetroot, onions, mushrooms Potatoes, asparagus, carrots, mushrooms Hong Kong $443m 4 2.2% Cabbages, mushrooms, lettuce, tomatoes, potatoes, onions, sweet corn, celery, carrots, spinach, asparagus Carrots, lettuce, potatoes, onions, cauliflowers, cabbage, asparagus Taiwan $175m 10 3% Onions, cabbages, cauliflowers, potatoes, beetroot, asparagus, Onions, potatoes, carrots, asparagus 7
8 Opportunity dwarfs our capacity Major Asian economies, food imports from the world US$bn Exporters Other Argentina New Zealand Malaysia Canada Thailand Indonesia Australia China Brazil USA Source: ITC database 2013, major Asian economies include China, Japan, Korea, India, Hong Kong, Indonesia, Singapore, Malaysia, Taiwan, Thailand, Vietnam, Philippines
9 Australian horticulture exports, Major Asian markets, , A$million - II China + HK Japan India Singapore Indonesia Thailand Malaysia Vietnam Taiwan Korea South Source: ABS/UN COMTRADE 9
10 Asian horticulture imports from all sources selected Asian markets - US$billion China China, Hong Kong SAR India Indonesia Japan Malaysia Rep. of Korea Singapore Thailand Viet Nam Source: ABS/UN COMTRADE 10
11 Top horticulture exporters to Asia, , US$m Exporters year growth 1 United States of America 2,620 5, % 2 China 1,359 2, % 3 Hong Kong, China 581 1, % 4 Thailand 368 1, % 5 Chile 470 1, % 6 Philippines % 7 New Zealand % 8 South Africa % 9 India % 10 Turkey % 11 Australia % 12 Egypt % 13 Indonesia % 14 Pakistan % 15 Ecuador % Source: ABS/UN COMTRADE 11
12 Overall Australian vegetable exports To all markets in the year to December 2013, versus prior year 8% value growth y.oy. 2012: $150.5 milllion 2013: million Big exports (carrots, potatoes, onions) flat. Lots of increases in smaller categories (< $5 million) Lettuce up 20% Cabbage up 30% Pumpkin up 10% Celery up 40% Beetroot / radish up 30% Mixed veg up 100% (fresh & frozen) Source: ABS/UN COMTRADE 12
13 Challenges Access Currency Quality Price Branding Distribution Grey channel Market development Diversification Info and intelligence R&D Credit: pma.com 13
14 Challenges of competing on quality and differentiation How well do we know the tastes, preferences and aesthetic of key consumers these markets? How well do we know our most successful direct competitors? An export-first approach may be necessary to provide sufficient value and consistency to key customers Product development Packaging and marketing Supply consistency 14
15 Key message # 1: Packaging for the premium end 15
16 Key message #2: Consistency and commitment Quality Quality + Supply consistency = customer loyalty Supply Australian presence in the market 16
17 Key message #3: buying drivers and education Food safety, traceability and healthy diet drive buying decisions What product innovation, packaging, promotion, education are required for our target consumers? 17
18 Australia s challenge - how do we: Find a differentiated position with trading partners and consumers Maintain competitiveness against emerging good enough rivals Stay relevant despite a small market share, spread across a diversified sector Sharp focus Niche strategies
19 We have work to do Packaged too cheaply for price point Underpromoted Inconsistent, confusing or absent brand for Australian food Slow to innovate or respond to trends What we hear from overseas about Australian foods Not tailored to local tastes Slow to innovate or respond to trends What about online? Not consistently available
20 Risks of a short-term approach Chasing buyers and prices No long-term guarantees Not aligned with trading partners strategic food security interests
21 Food security
22 Safe food is prioritised above all else
23 Asia is anxious about food security Source: The Economist Intelligence Unit 2014
24 but we do not own that reputation exclusively opportunity exists to consolidate on our positive food image but we need to team up to do it
25 Asian anxiety over food security presents a timely opportunity for Australia to position itself strategically as a credible, long-term partner Historically Australia has responded to food security in a narrow way through bulk commodity export and value add processed food This is a partial solution to food security anxiety We can export much more than products without impacting demand for those products
26 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.
27 The role of investment
28 Why investment in Australian agribusiness? Build connections to market Enable production growth Fund research and development Support innovation and adaptation to the needs of new consumers Achieve cost efficiencies Allow the sector to be (and remain) competitive
29 Beyond the supply of food Australia can build sticky relationships by providing opportunities to invest in Australian production Predictions that up to A$600 billion will be needed by 2050 for Australia to maintain its current share of global output. To meet this demand alone, Australia needs to attract investment that: boosts productivity, advances R&D improves the efficiency of transport and processing infrastructure, maximises the sustainable use of our finite resources Source: ANZ
30 A world of opportunities Enormous growth in demand in coming decades How can we claim our share? Our reputation is strong But the market has shifted and we need to adapt We need A lasting source of differentiation from new and old competitors A clear focus on where we are going to succeed and strategies for getting there
31 How Austrade is positioning itself around these areas of opportunity
32 Austrade s national network AUSTRADE S NATIONAL NETWORK Darwin Austrade Location TradeStart Location Cairns NORTHERN TERRITORY Townsville WESTERN AUSTRALIA QUEENSLAND Mackay Rockhampton Sunshine Coast Perth Bunbury SOUTH AUSTRALIA Port Augusta Riverland Adelaide Mt Gambier NEW SOUTH WALES VICTORIA Melbourne Toowoomba Tamworth Orange Wagga Wagga Canberra Albury Geelong ACT Brisbane Gold Coast Port Macquarie Newcastle Gosford Sydney Wollongong Nowra Miranda TASMANIA Hobart
33 Austrade s great strength is our sustained onthe-ground presence in offshore markets We identify opportunities in market We can interpret the business climate and local commercial practice, and provide language support as well We can brief you in-depth on the market and the companies involved We can refer you to potential customers in market We can develop a visit/contact program for you We can set up, and direct you to your appointments We can provide ongoing in market assistance to assist in establishing your business presence
34 Austrade: an international agency with private sector focus We have 80 offices in 48 countries, with 44 of those offices in 15 markets in Asia. 60% of our overseas staff are based in Asia. More than 400 of our staff have one or more Asian languages. Two-thirds of our overseas staff and senior executives have private sector experience.
35 What we re doing Working with industry and government towards a national brand and a unified voice for the sector internationally Helping coordinate industry and government overseas to improve our collective impact and messages Through our international network, understanding our trading partners specific needs and identifying trade and investment opportunities Bringing together agricultural services, technology and skills providers in an industry body
36 What else does Austrade do? Help Australian companies grow their business in international markets, including through administration of the Export Market Development Grants (EMDG) scheme and the TradeStart program Provide coordinated government assistance to attract and facilitate productive foreign direct investment (FDI) into Australia Promote the Australian education sector in international markets and assist Australian education providers with market information Provide advice to the Australian Government on its trade, tourism and investment policy agenda
37 Contact Austrade Call and speak to one of our advisers Visit mobile
38 Thank You
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