Australian Stonefruit Grower Magazine Issue 4 April 2017 | Page 5

CEO's Report
PMA Fresh Connections
conference in Shanghai was
an opportunity to learn
more about behemoth
Chinese market.
million. The group is expanding its presence, with plans to
open 1,000 community stores across China. It is claimed
Guaranteeing providence
Two of the drivers for online purchases of fresh fruit is
this will allow purchases to be delivered within 10 minutes continued strong demand for imported products (51% of
of sale to households within 3km of the store. consumers) and the importance given to products having
guaranteed providence. For example, Tmall Fresh has a
policy of sourcing products from GlobalGAP certified (or
equivalent) producers, ensuring goods meet minimum
standards for food safety and quality.
Chinese consumers want to know the story behind
the product – where it has come from, how it was grown.
Pictures or videos of the grower, their family, how the fruit
is grown and harvesting and packing processes have strong
resonance. For example, live streaming fruit packing from
the farm, preferably with Chinese commentary or pictures
of Chinese children eating the fruit, is likely to be highly
effective for promotion.
As part of this desire for the genuine, there is strong
demand for products in original packaging such as large
punnets or clamshells. While pre-packing clearly adds
to labour and transport costs, this may be compensated
by higher prices for such products. (NB. packaging must
include holes to allow MeBr fumigation.)
As a minimum, all products should have clear and
New packaging ideas on display.
summerfruit.com.au
distinctive branding on the cartons. Generic boxes just
April 2017 | Australian Stonefruit Grower
5