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