AS the domestic avocado industry strains under the weight of progressively larger yields and an oversupplied market, Japan has been earmarked as a potential release valve.
Avocados Australia is pinning its hopes on increasing exports to Japan, which is the largest avocado market in Asia.
The Australian avocado industry has invested in a marketing campaign scheduled to promote Australian avocados to Japanese shoppers.
The campaign commenced in mid-September 2022 and will continue through to November. It will include social marketing and in-store retail promotions.
Avocados Australia chief executive officer John Tyas said Australian avocados were very well received in Japan in 2021.
"Our exporters made substantial inroads into developing partnerships with Japanese importers," Mr Tyas said.
"Despite a lighter crop in Western Australia this year we are expecting a three-fold increase in the quantity of avocados that will be exported to Japan.
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"We expect next year to be even bigger, and this is all part of a long-term strategy to grow our exports and support the Australian avocado industry."
Australia's production jumped to more than 120,000 tonnes in 2021-22 and is expected to reach 170,000t by 2026.
Bendotti Avocado has been trading with Japan for a number of years and has built a solid foundation.
Trevor Bendotti said the company knows the value of the link.
"We will continue to grow and develop this market with them as it is very important to us," he said.
Avocados Australia and Australian exporters intend to take part in trade events in Japan to promote Australian avocados in the market there such as having a presence at Foodex Japan happening in March 2023.
Avocados Australia has also been working closely with Austrade and the Western Australian Government to grow the Japanese market by utilise the WA trade office based there.
The Japanese market requires premium quality fruit.
Japanese importer Noel Shield, Farmind, said Australian avocados arrive in great condition.
"From the internal quality of the fruit received, it [Australian avocado] had better internals than Chile and Peru," Mr Shield said.
"The fruit would be excellent for both retail and food service."
Avocados Australia said it would welcome the opportunity to export to Japan all year-round supplying quality avocados from all regions of Australia.
"We are committed to increasing our exports to Japan and once our Australian government negotiates a market access protocol for all regions of Australia our aim is to supply quality Australian avocados to Japan all year round," Mr Tyas said.
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