China Cherry Snapshot
Victorian Cherry Conference
14 March 2013
Phil Webley, China Consultant, DEPI
Why the China Obsession
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•
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ItISa numbers game
Chinese People can do
CHINESE LOVE CHERRIES
Australian Cherry Exports to Hong Kong
700
600
500
400
Tonnes
300
200
100
0
11/2011 12/2011 01/2012 02/2012 11/2012 12/2012 01/2013 02/2013 11/2013 12/2013 Australian Cherry Exports to China
Australian Cherry Exports to China
70
60
50
40
Tonnes
30
20
10
0
2011 2012 2013 China Cherry Imports
35000
China cherry imports 2011-2014 Oct- Feb Period
34000
33000
Other
32000
Tonnes
Australia
31000
30000
New
Zealand
29000
Chile
28000
2011/12
2012/13
Years
2013/14
JiangnanMarket, Guangzhou
Australian Cherries Wholesale Price at Jiangnan
Market Nov 2013 to Jan 2014 (2kg)
Australian Cherries Wholesale Price at Jiangnan
Market Nov 2013 to Jan 2014 (5kg)
Chilean Cherries Wholesale Price at Jiangnan
Market Nov 2013 to Feb 2014 (2.5kg)
Chilean Cherries Wholesale Price at Jiangnan
Market Nov 2013 to Feb 2014 (5kg)
Monthly Average Price Australia vs Chile
Nov 2013 to Feb 2014
Monthly Supply Days Australia vs Chile
Nov 2013 to Feb 2014
Varieties
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Some of themain varieties supplied to Jiangnan market are Santina, Royal Dawn, Lapin,
Bing,SweetHeart
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Santina and Bing's price is higher than Lapin.
Some varieties such as Regina, Rainierand Kordiasold athigherprices(RMB800 for 5kg
Rainier on 05 Dec which is about 50% higher than other varieties, RMB670 for 5kg for
Kordia ,60% higher than others 16 Jan 2014).
•
Brooksgenerally sold at lower prices.
Varieties
•
Some of themain varieties supplied to Jiangnan market are Santina, Royal Dawn, Lapin,
Bing,SweetHeart
•
•
Santina and Bing's price is higher than Lapin.
Some varieties such as Regina, Rainierand Kordiasold athigherprices(RMB800 for 5kg
Rainier on 05 Dec which is about 50% higher than other varieties, RMB670 for 5kg for
Kordia ,60% higher than others 16 Jan 2014).
•
Brooksgenerally sold at lower prices.
Branding
Good Brands = Higher Prices
Customers may not be able to read the words on the pack but they recognise good consistent
brands
Australia is a Brand
Packaging
Cherries are sold as a gift. Chileans are putting increasing effort into presentation packaging.
Marketing
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Government Gifts Declining
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Corporate Gifts still strong
- Internet Fruit Sales Growing
China Cherry Production 2013
•
China’s cherry productionestimatedat 180,000 tons, an increase of nearly six percent from year 2012.
•
Cherry acreage is about 68,000 hectares in 2013 which is up by 3%over2012 driven by growing consumer demand for high-end
fruits.
•
Strongdemand and strong profitsby farmers driveincreasedacreageincherrygrowing regions.
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Many stone fruit farmers in China choose to plant many varieties with different maturation times to maximize the supply season of
perishable fruits.
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Green house production has been developped to allow availability of cherries from March and Apr insomecherry production regions.
China Cherry Production
Dalian,Yantai and Xi'an
China Cherry Production Regions
Shandong and Liaoning remain the top two producing provinces in China. Overthe past few years, production has expanded to interior provinces including
Sichuan, Shaanxi, Henan and Gansu.
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ShandongYantai is the biggest cherry growing region in China.
Accouts for 50% of China production with23,000
Haproduction
area, Harvest time mid to end of May to mid to end of June.
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LiaoningDalian (Jin Zhou DistrictandLuShun Kou District)
Both districts have over13,300 Haproduction area.
Harvesttimeearly-midJune to early July
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ShanxiXi'an and Yangling are majorgrowingareas. Xi'an has2,300 Haproduction area. Harvest time early May to early-mid June.
Market Access
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Multi Pronged Approach:
- United States’ approach to pressuring Australian
Federal Government (squeaky wheels…)
- Strongly documented case on pest prevalence
- Lifting the Profile of Mainland Cherries with AQSIQ/CIQA and
more interaction with AQSIQ
- Supporting Chinese cherry growers
- Building support amongst key Chinese companies
Beijing Fruit Fair, Nov 2013
Giving out cherries one at a time.
Increasing our profile
The Next Steps
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Work on Collecting date for Pest Free Areas of Production
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Trade Mission to China, May 2014
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Work with Cherry Growers Australia to further influence Biosecurity
Australia’s negotiations in China
Just Three Days….
Philip Webley
China Consultant to Department of Environment and Primary Industries
Tel: 03 8662 5363
Email: [email protected]